DiDi appoints new head of brand marketing, ANZ

Rideshare service DiDi has appointed Tim Farmer as its new Head of Brand Marketing, Australia & New Zealand. 

Farmer joins DiDi from Disney where he spent 8 years across different marketing roles including Partnerships Lead and more recently as Marketing Director for Disney+. 

He is looking forward to joining the team and exploring DiDi’s unique space and story in the market.

“I’m really looking forward to connecting with the different partners that we will need to bring this to life in market as we build a strong brand to support what is already a strong product offering,” says Farmer.

“And then knowing that leaders across the business share this vision and are highly supportive of this approach makes for an exciting time to be leading marketing at DiDi, and this has only heightened now being a few weeks in and seeing the talent and passion of the wider team here in Australia – I feel extremely fortunate to have been trusted with this opportunity.”

The news comes amid a time of huge growth for the rideshare service, with fellow competitor Ola announcing its departure a few weeks ago and DiDi launching a new loyalty scheme with Virgin Australia’s Velocity program last week. 

DiDi now has just shy of a quarter of the local rideshare market in Australia.

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