Demand Team Leader

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:

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.

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.

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.

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.

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.

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.

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.

Requirements:

Must-have

• 3-5 years in marketplace, platform operations, growth, or commercial strategy.
• Strong analytical foundation, SQL fluency, cohort and ROI analysis, comfort reasoning under data ambiguity.
• Deep understanding of marketplace economics: promo burn, pricing elasticity, segment-level ROI, and the interactions between demand-side levers.
• End-to-end problem-solving: breaking ambiguous commercial questions into structured, data-backed actions.
• Prior experience leading or mentoring junior business analysts.
• Demonstrated ability to make calls under uncertainty and own the outcome.

Nice-to-have

• Background in ride-hailing, e-commerce, or on-demand platforms.
• Experience designing incentive, promo, or pricing mechanics from scratch.
• Exposure to two-sided marketplace dynamics and supply-side economics.
• Experience running structured experiments with measurement guardrails.