Passenger Growth Sr. Analyst

Company Overview

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

#LI-Hybrid

Team Overview

The Passenger Growth team owns the full user lifecycle across DiDi's SSL markets — new user acquisition, first-trip conversion, early lifecycle engagement, churned user reactivation, coupon and discount strategy, and the referral program. We operate across five markets (MX, AR, CO, CL, CR) with distinct constraint profiles, and our terminal metric is 28-day call volume per cohort.

We work cross-functionally with Paid Marketing, Product, Ops/Supply, and Business Development. Our edge is diagnostic accuracy — knowing where growth is being lost, why, and which lever is the correct response as well as operational excellence.

Role Responsibilities

• Run CRM and reactivation campaigns across city clusters, applying segmentation logic (recency, frequency, churn cohort) to target the right users with the right stimulus
• Design, execute, and read A/B tests across discount mechanics, CRM campaigns, and acquisition levers — with defined hypotheses, holdout groups, and decision gates before each test run
• Analyse funnel performance at each stage — install to sign-up, sign-up to first trip, first trip to 28-day retained — and identify where leakage is occurring and why
• Build data packages that support strategic decisions: channel quality by acquisition source, incrementality evidence, organic share trends, funnel sensitivity outputs
• Contribute to market-level diagnosis across SSL, distinguishing top-of-funnel constraints from conversion problems from retention failures
• Synthesise test results into the team's shared learning log with clear findings and explicit recommended actions — not just data summaries
• Monitor weekly cohort and period performance, flagging anomalies and forming hypotheses before they become gaps

Role Qualifications

• Analytics & Funnel Thinking

  • Fluent in cohort analysis, funnel decomposition, and retention metrics — you form hypotheses from conversion data, not just descriptions of it
  • Understands the difference between YoY comparison and current rate vs. required rate, and why it matters for prioritisation
  • SQL or equivalent proficiency; able to build analyses from scratch and present them in a way that drives a decision

  Testing Discipline

  • Experienced designing A/B tests end-to-end: hypothesis, setup, holdout definition, result read, iterate-or-stop decision
  • Understands incrementality — not just whether CVR moved, but whether the intervention caused it
  • Recognises when a result is conclusive vs. directional and communicates that distinction clearly

  Campaign Execution

  • Experienced running CRM or growth campaigns with audience segmentation — recency, behaviour, predicted intent
  • Able to manage campaign operations across multiple city clusters simultaneously without losing track of what is tested vs. business as usual

  Communication & Influence

  • Writes analyses that recommend, not just describe — findings come with an implication and a proposed action
  • Able to work cross-functionally with Paid Marketing, Ops, and Product without a formal mandate — influence comes from diagnostic quality

  Experience

  • 3–5 years in a growth, CRM, performance marketing, or analytics role — ideally in a marketplace, mobility, or consumer tech environment
  • Multi-market or multi-segment operations experience is a plus; LATAM context is relevant but not required
  • Profficient data analysis and SQL - Nice to have Python
     

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.

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