DiDi Global Inc. is the world’s leading mobility technology platform. It offers a wide range of app-based services across markets including Asia-Pacific, Latin America and Africa, including ride hailing, taxi hailing, chauffeur, hitch and other forms of shared mobility as well as auto solutions, food delivery, intra-city freight, and financial services.

DiDi provides car owners, drivers, and delivery partners with flexible work and income opportunities. It is committed to collaborating with policymakers, the taxi industry, the automobile industry and the communities to solve the world’s transportation, environmental and employment challenges through the use of AI technology and localized smart transportation innovations. DiDi strives to create better life experiences and greater social value, by building a safe, inclusive and sustainable transportation and local services ecosystem for cities of the future.

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#LI-Hybrid

We’re looking for a User Lifecycle & Retention Manager to design and scale the full post-activation user journey — from the first habit to long-term loyalty and reactivation.
You’ll own CRM strategy, automation, and experimentation to drive retention, frequency, and LTV across our marketplace ecosystem.

• Design and lead the execution of multi-channel lifecycle journeys (push, in-app, email, SMS) across user segments and markets.


• Define segmentation logic by different frameworks; partner with Data to identify churn risks and high-value cohorts.


• Design and run A/B tests to improve engagement and repeat orders.


• Report on retention KPIs (D30, D60, frequency lift, LTV/CAC) and communicate insights to leadership.


• Lead churn prevention and reactivation initiatives, optimizing ROI for win-back programs.


• Manage and boost membership program

Must-Haves:

• Analytical and insight-oriented mindset: experienced in using customer or sales data to understand behavior, measure performance, and guide retention strategies.


• Execution excellence: consistently transforms insights into action; ensures operational rigor and timely delivery across campaigns and programs.


• Proven ability to grow customer value: history of improving loyalty, engagement, or repeat purchase metrics through structured programs or communications.


• Strong program and stakeholder management: capable of leading complex initiatives across Product, Marketing, and Operations while maintaining clear KPIs.


• Continuous-improvement approach: comfortable experimenting, testing, and refining campaigns to drive long-term customer satisfaction and profitability.

Preferred

• Knowledge of cohort analysis, customer segmentation, or lifetime-value modeling.


• Familiarity with Python or SQL.


• Experience in a two-sided marketplace (delivery, mobility, e-commerce).


• Experience applying test-and-learn or experimentation approaches (e.g., A/B testing, controlled pilots) to validate hypotheses, measure impact, and guide strategic decisions.


• Background in consulting, category management, or commercial strategy where data informs decision-making.


• MBA or advanced degree in Business, Marketing Analytics, or related field.


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• 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.

We are committed to building inclusive and diverse teams.

At DiDi, we believe that our differences are our biggest source of strength. That‘s why we are committed to promoting equal opportunities to all candidates and employees as an Equal Opportunity Employer.

Employment and advancement decisions at DiDi are always made based on the needs of the position and the qualifications of the candidate. We do not discriminate against any employee or applicant based on their gender, age, sexual orientation, nationality, marital status, pregnancy/maternity, disability, race, religion and beliefs, or any other status protected by applicable laws wherever we operate.

We are committed to building inclusive and diverse teams, and a workplace that is free from discrimination and harassment, because that’s how we create better products and services, make better decisions and better serve the communities we’re a part of.

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