DiDi appoints new head of brand marketing ANZ
Rideshare platform DiDi has appointed a new head of brand marketing for Australia and New Zealand.
Tim Farmer has taken on the role in an effort by the company to build the brand’s momentum during a exciting time of growth.
He joins after eight years at Disney, where he spent time in various marketing roles, including marketing director for Disney+. During his time there, he led the launch of Disney+ in the ANZ market, before his remit expanded to include marketing activity for Marvel, Pixar, National Geographic, and Searchlight Studios.
He said one of the most exciting things about joining DiDi is the potential for significant growth in the ANZ market.
“The rideshare category as a whole is firmly entrenched in Australia, and DiDi has grown in its near six years of being here to now almost having a quarter of the market in terms of share. What this means is that the product and service offering itself is as strong as any in market and can stand up to the demands of the market which continues to grow,” he said.
“Clearly we are the challenger brand in this market, and so with that comes some opportunity to be innovative and trial new things and so, with this in mind, 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.
“I feel extremely fortunate to have been trusted with this opportunity.”
Farmer’s appointment comes in the same month as fellow rideshare brand Ola shutting down its Australian operations, allowing DiDi to slot itself comfortably into second place, behind market leader Uber.
“…In my mind, we have a great product and so the challenge is a marketing one that is firmly centred in developing and building the DiDi brand – this starts with helping consumers better understand who we are, and where our offering does and doesn’t differ from the competition,” he continued.
“As a customer, my experience has been that drivers drive for both Uber and DiDi and so it is essentially the same driver, the same car, going to the same destination but that DiDi offered much better value to both riders and drivers and so there is a potential advantage there if we can effectively communicate this.”
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Miss you already Farmer Tim.
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