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.

For more information, please visit: www.didiglobal.com/news

As the Head of Marketing / CMO for Spanish LATAM, you will lead a large, multi-country, and multi-vertical marketing organization. You are responsible for translating DiDi’s business ambitions into culturally resonant and commercially effective marketing strategies at scale across the region. This role requires a unique blend of strategic altitude, operational precision, and cultural leadership to manage high-stakes investments and complex stakeholder environments.

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  Strategic Leadership: Define and evolve the masterbrand strategy, positioning, and messaging architecture across all business units and markets.

  
  


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  Business Growth: Drive overall business growth through integrated marketing efforts across Rides, Food, Fintech, and emerging businesses.

  
  


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  Team Management: Lead a cross-functional organization of over 100 talents, including teams specialized in Brand, Media, CRM, Research, Creative, and Frontline Marketing.

  
  


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  Operational Excellence: Build and maintain scalable frameworks (COEs) and governance models to ensure process efficiency and budget control.

  
  


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  Investment & Partnership Management: Oversee high-stakes media negotiations and large-scale investment allocations, balancing short-term performance with long-term brand equity.

  
  


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  Enterprise Influence: Operate within a matrixed organization to influence P&L owners, align global and local leadership, and manage high-stakes vendor relationships.

  
  

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  Masterbrand & CRM: Oversee long-term equity strategy and cross-business CRM governance.

  
  


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  Creative & Media: Lead the development of scalable creative systems and full-funnel media strategies (online and offline) to maximize ROI.

  
  


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  Research & Insights: Ensure market intelligence and user understanding are translated into actionable strategic inputs.

  
  


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  Frontline Marketing: Align vertical-specific growth strategies (Rides, Food, Fintech) with the masterbrand to maintain a cohesive value proposition.

  
  


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  Strategic Planning: Ability to connect company ambition with cultural context and business outcomes.

  
  


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  Financial Acumen: Expert judgment in investment allocation across multiple verticals and the ability to defend brand investment under pressure.

  
  


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  Organizational Design: Experience determining optimal centralized vs. local structures and managing agency vs. in-house resources.

  
  


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  Stakeholder Management: Proven ability to negotiate trade-offs and manage complex internal and external relationships.

  
  


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  Innovation Mindset: Ability to integrate emerging technologies, such as AI, into marketing workflows meaningfully.

  
  


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  Talent Development: Strong track record in talent calibration and setting a high-performance organizational culture.

  
  

• 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