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1. Brand & Communication Planning & Execution:

• Plan, develop, and execute go-to-market (GTM) communication strategies for key campaigns targeting both passengers and drivers.

• Align closely with campaign, growth, and CVM teams to ensure cohesive execution across online and offline channels.

• Own the messaging framework and creative direction for all brand initiatives to ensure consistency and relevance for both user segments.

• Lead brand storytelling through impactful copywriting across:

o Campaigns

o PR materials

o Digital platforms

o Offline content

• Collaborate with agencies, production teams, KOLs/influencers, media partners, and press to produce and deliver high-quality brand content.

• Develop and manage monthly content plans for:

o Passenger social media channels

o In-app content and push notifications

o Offline branding touchpoints

• Lead the planning and execution of CSR campaigns that align with the company’s values and community impact goals.

• Propose and manage communication budgets, ensuring effective allocation by audience and platform.

2. Campaign Monitoring & Optimization:

• Stay up to date with market trends, user behavior, and competitor strategies in local and global markets.

• Track and analyze the performance of GTM campaigns and content across all channels, segmented by passenger and driver audiences.

• Continuously optimize content and messaging strategies based on data insights and campaign feedback.

• Build and maintain a scalable library of high-performing content assets for digital and offline reuse.

3. Reporting & Competitive Analysis:

• Create and present weekly and monthly reports on campaign and content performance by user group.

• Conduct competitive benchmarking of brand messaging, content tone, and communication strategy.

• Provide data-driven insights and strategic recommendations to improve brand positioning and campaign effectiveness.

4. Team Performance & Workflow Optimization:

• Define and monitor KPIs for branding and communication team members focusing on engagement, content quality, and conversion.

• Provide ongoing coaching, feedback, and training to enhance team performance.

• Optimize workflow processes to ensure effective collaboration across campaign, growth, CVM, creative, and operations teams.

• Design and maintain reporting templates and performance dashboards for transparency and progress tracking.

• Bachelor's degree in marketing, communication, business or related field.

• 5+ years of experience in a management role, lead team, project management, marketing, branding coordination or related roles is preferred.

• Solid understanding of digital and offline media channels, including influencer/KOL management.

• Strong communication, organizational, and multitasking skills, and attention to detail.

• Familiarity with project management tools, marketing research websites (e.g., clickup, google dashboard).