DiDi Global

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BRANDING SR. MARKETING MANAGER

Job Locations BR-SP-Sao Paulo
ID 2025-16331
Category
Marketing & Design
Employee Class
Regular

Company Overview

If you see technology as a way to smooth your path in life, our team does too: Your Path, Our Journey.

 

We believe in technology that connects talented people who embrace diversity to create and share paths we don't even know about (yet!). We work to generate value not only for our users but, above all, for the communities we serve and for society as a whole, making every day better for everyone with mobility and delivery services (99) or digital payments (99Pay).

 

To make life easier for millions of people every day, since 2018, we have been part of DiDi DiDi Global Inc., the world’s leading mobility technology platform. We are pioneers in creating innovative solutions that start in Brazil and scale up to make a positive impact in more than 12 countries where DiDi operates. This innovation encompasses sustainability, safety, artificial intelligence, financial markets, and much more.

 

Whether building projects from scratch or improving our solutions, we enjoy challenges that give us butterflies, which is why we work at a fast pace with respect, collaboration, and good humor. Along this journey, we also draw strength from diverse experiences and opinions to grow together, fail quickly, learn, and adjust the course to create solutions that deliver even better results.

#LI-Hybrid

Team Overview

We are seeking a senior and visionary marketing leader to drive the branding strategy of 99 across Brazil, ensuring consistency, cultural relevance, the different objectives of the business units and impact at scale. This role goes beyond execution — it requires someone able to translate consumer insights and business objectives into a cohesive brand narrative, leading multi-channel campaigns, large-scale brand experiences, and integrated communication initiatives.


As a Sr. Marketing Manager of Branding, you will play a pivotal role in positioning 99 as a culturally relevant, consumer-loved brand, while ensuring strong alignment with business KPIs. You will lead a high-performing team, managing top-tier agencies and partners, and influencing senior stakeholders across the company to shape the future of our brand.


 

Role Responsibilities

Brand Strategy & Positioning



  • Defining and continuously evolving the positioning of 99 brand to ensure cultural resonance and business alignment.

  • Managing brand architecture to reflect all products, services, and extensions under the masterbrand umbrella.

  • Developing short, mid, and long-term brand plans, ensuring alignment with company strategic goals and addressing brand image challenges.

  • Leading studies on brand equity, awareness, and perception, translating insights into clear strategic actions.



Integrated Communication



  • Designing and implementing 360º brand campaigns that integrate paid, owned, and earned channels.

  • Ensuring brand narrative across digital, offline, and on-the-ground experiences.

  • Owning and evolving the Brand Book and identity guidelines, adapting for diverse audiences and markets.



Brand Building Projects



  • Leading major brand activations, sponsorships, and real-world experiences that strengthen emotional connection and brand relevance with users.

  • Oversee urban interventions, events, and cultural partnerships to make the brand part of everyday life.

  • Defining KPIs and measuring the impact of brand initiatives on business and consumer perception.



Leadership & Stakeholder Management



  • Leading and developing the Branding team, elevating both technical and leadership capabilities.

  • Acting as the primary branding representative in senior forums, influencing decision-making and aligning cross-functional priorities.



Measurement & Reporting



  • Defining KPIs for brand health and brand power.

  • Tracking and analyzing results, transforming data into compelling storytelling for leadership.

  • Continuously optimizing initiatives based on performance and learnings.

Role Qualifications


  • 7+ years or more of experience in branding (brand building cases), marketing, preferably in tech or service companies.

  • Experience in 360º campaign development, brand building positioning, and managing cross-functional, high-visibility projects.

  • Strong leadership experience, with ability to manage and grow senior-level talent.

  • Skilled at combining creative vision with a data-driven mindset to deliver both inspiration and measurable impact.

  • Hands-on approach, balancing strategic leadership with operational excellence.

  • Exceptional stakeholder management, with ability to influence senior leadership.

  • Fluent in English


 

EEO Statement

  • We create customer value – We strive to always create valuable experiences for our users in everything we do. Our focus is to always innovate new experiences that are safe, pleasant, and efficient.
  • We are data-driven – We are strong believers in making informed decisions, that’s why we are data-driven. We can better navigate the business landscape strategically by analyzing valuable metrics.
  • We believe in Win-win Collaboration – Success is a team sport. When we work to help our partners and colleagues win, we win, too. While keeping everyone's best interest at heart, we communicate with candor and execute with excellence in all we do.
  • We believe in integrity – Integrity is at the very core of our business. We are people who always want to do the right thing. Our intentions are sincere, we speak our minds and listen to each other.
  • We always strive to do better. That means venturing beyond our comfort zones, learning from our mistakes, and helping each other grow.
  • We believe in Diversity and Inclusion – Diversity is one of our biggest strengths. Our differences are what makes us distinct. We respect each other and believe in equal opportunities for all.
Diversity & Inclusion

Diversity is not a future vision or a wish for something we want someday; it is a non-negotiable value of who we are today.

 

We embrace inclusion, plurality, and respect, and to achieve this, we rely on the governance of the Diversity Committee, which works alongside HR, our leadership, and identity groups—99Adapta, 99Afro, 99Colors, 99Womem, and 99Familys.

 

This is our ongoing journey, with much more still to come.

 
We reinforce that this position is open to everyone, including pregnant people and people with disabilities (PwD).
 
I acknowledge that prior to submitting this application, I have read and accepted the Privacy Notice for Candidates which is available on https://careers.didiglobal.com/terms

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