* Main Duties:
The Demand Lead owns the full set of demand - side marketplace levers across transport and clean verticals (beBike, beCar, beClean/Home) and platform partnership deals from promo, pricing, and allocation. You set the ROI bar, run daily scale/cut/keep decisions across campaigns and pricing mechanics, design new mechanics from scratch, and lead a team of
Business Analysts and ops to deliver P0 targets. You think in marketplace levers, not in isolated tools: when promo isn't the right answer, you know whether to move to pricing, targeting, or supply - side coordination. You operate from a playbook and evolve the playbook as the market changes.
* Responsibilities:
1. Burn ownership
• Own demand - side P0 targets across beBike, beCar, and partnership campaigns: burn %, ROI efficiency, GMV contribution.
• Translate top - line targets into vertical - and lever - level sub - targets; track weekly; surface progress, risks, and trade - offs proactively to the Head of Marketplace & Growth.
• Partner with Supply Economics, Core team and Vertical Heads/Managers to forecast investment needs, set quarterly envelopes, and reconcile actuals vs. plan.
2. Promo lever
• Run the daily scale/cut/keep decision framework across campaigns and segments; make calls from the playbook and escalate only the ambiguous ones.
• Design and test promo mechanics - think in campaign structure, segment logic, and mechanic architecture, not just execution.
• Maintain and evolve the promo playbook: capture decisions, patterns, and post - mortems so the team's collective judgment compounds.
3. Pricing lever
• Own demand - side pricing levers for beBike and beCar: base price adjustments, surge/dynamic pricing tuning, intercity pricing positioning, fuel surcharge mechanics, and tier/product - level pricing (including new service tiers as they launch).
• Reason about price elasticity by segment, city, and trip type; propose and test pricing changes to balance conversion, GMV, and unit economics.
• Partner with Supply Economics to keep demand - side pricing decisions consistent with driver - side economics.
4. Allocation lever
• Own segment - and audience - level allocation of promo and pricing actions: which users see which mechanics, at what frequency, with what caps.
• Partner with Data and Product team on targeting infrastructure, campaign testing architecture, and incrementality measurement.
• Monitor allocation fairness and fatigue signals across user cohorts; adjust targeting rules when ROI decays.
5. Experimentation & anomaly response
• Own experimentation end - to - end: hypothesis, testing design, rollout, analysis, decision.
• Build in measurement discipline and guardrails, anticipate unintended consequences on adjacent segments, supply, and downstream retention before scaling.
• Monitor daily marketplace health metrics and investigate anomalies with Data and Product, diagnose whether a shift is noise, competitive move, or structural.
6. Cross - functional coordination
• Coordinate co - burn campaigns with Supply Economics and Core when a play requires aligned demand and supply incentives (e.g., guarantee bonuses paired with user discounts, dynamic pricing).
• Consume competitive intelligence from the Core and Marketing function and translate it into response plans; when to match, when to hold, when to redirect investment to a different lever.
• Partner with Marketing on seasonal and always - on campaigns; with Product on targeting, surfacing, and instrumentation.
7. Team leadership
• Manage a team of business analysts and ops members - delegate by goals, not tasks.
• Develop analytical and commercial judgment in direct reports; raise the bar on the quality of reasoning, not just output.
• Build and maintain the team's weekly operating rhythm: goals, reviews, post - mortems, handoffs.
