Social Media Senior 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

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Team Overview

About the Role

We are looking for a Sr. Analyst that can join the Regional Social Media Team to help us become a social first brand, that drives the way we connect with users at a whole new level across Spanish Speaking Latam (SSL). Reporting directly to the Regional Manager Social Media SSL, the Senior Social Media Analyst plays a critical execution and analytical role. You are not a passive brief executor; you operate with structured thinking, analytical rigor, and creative ownership. You will turn strategic frameworks into daily platform tactics, independently manage medium-sized project workflows, filter agency deliverables, and diagnose campaign effectiveness through data.

The 5 Core Pillars of Success

To thrive in this role, you must bring mastery across five essential competencies:

• Structured & Logical Thinking: You break down complex project briefs and performance issues into logical, mutually exclusive, and collectively exhaustive parts. You solve routine problems independently and proactively identify when to seek guidance on complex roadblocks.

• Project Management & Execution Ownership: You independently manage end-to-end campaign steps, workflow rules, and agency tracking. You track milestones across tools (Asana/Monday.com), manage project timelines, and document operational best practices to optimize workflows.

• Data Analysis & Performance Tracking: You possess proficient data analysis skills across social suites (Sprinklr, Emplifi, Sprout Social). You understand the underlying logic and correlations behind marketing metrics, validate hypotheses, and tie project performance directly to brand OKRs.

• Stakeholder Alignment & Audience Awareness: You communicate with clarity, structure, and audience awareness. You lead meetings with clear agendas, proactively gather feedback from cross-functional teams (Rides, Food, MasterBrand), and present insights with clear next steps.

• Creative Vision & Platform Fluency: You consume social content daily and hold deep knowledge of platform formats (TikTok, Instagram, YouTube) and regional creator ecosystems. You critically review agency proposals to protect brand consistency and tone of voice.

Role Responsibilities

Key Responsibilities

Campaign Execution & Process Optimization

• End-to-End Campaign Delivery: Support the Regional Manager by driving the full campaign delivery cycle (brief breakdown, agency adaptation, asset review, live supervision, and reporting).

• Process Rules & Documentation: Document campaign best practices and case studies to build systematic execution guides for future regional rollouts.

• Agency Operational Guidance: Serve as the day-to-day point of contact for external agencies (influencer and creative).

• Review initial creative proposals, scripts, and rosters against brand guidelines before routing them up.

• Proactively challenge and negotiate agency influencer quotes by identifying cost efficiencies and optimizing budget allocation to maximize ROI.

Analytics, Insights & Reporting

• Data Diagnosis: Monitor and analyze live campaign metrics, diagnosing the effectiveness and efficiency of social actions across SSL markets.

• Performance Correlation: Tie project-level results back to overall brand health metrics, key performance indicators (KPIs), and business unit goals.

• Hypothesis Testing: Formulate and validate performance hypotheses to continuously optimize creative formats, post timing, paid boosting, and influencer selections.

Cross-Functional Alignment & Culture

• Stakeholder Collaboration: Lead routine coordination meetings with cross-functional marketing teams. Present campaign progress clearly, manage timelines, and align expectations proactively.

• Trend & Competitor Intelligence: Keep a constant pulse on competitor moves, viral trends, platform algorithm updates, and emerging influencers in Mexico, Colombia, and Argentina. Share weekly trends to inspire the wider team.

Role Qualifications

What We Are Looking For (Requirements)

• Experience: 5+ years of dedicated experience in social media management, digital strategy, or creative campaign execution within a tech company, fast-paced brand, or top-tier digital agency.

• Track Record: Proven ability to independently manage 3 to 4 project workflows at the sam time, solve routine operational problems, and document best practices.

• Project Management Tools: Proficiency using project management platforms (Asana, Monday.com, or Jira) to track multi-channel campaign deliverables.

• Analytics Mastery: Hands-on experience with enterprise social analytics and listening tools (Sprinklr, Sprout Social, Emplifi, or Hootsuite). Strong capability to translate raw metrics into structured insights.

• Platform & Creator Expertise: In-depth knowledge of TikTok, Instagram, YouTube (channels & creators landscape), and paid boosting tactics across SSL (Mexico, Colombia, Argentina).

• Communication Skills: Clear verbal and structured written communication in English and Spanish; ability to adapt messages for different internal and external audiences.

• Education: Bachelor's degree in Marketing, Communications, Business, or a related field.

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