Didi’s head of brand marketing Douglas Toy exits after 3.5 years

Rideshare company Didi’s head of brand marketing Douglas Toy is stepping down from his role after a three-and a-half year stint at the company.

A spokesperson at Didi told Mumbrella: “It’s been a privilege to have Doug as part of our DiDi team; the strength of our brand in Australia and New Zealand is largely attributed to his leadership and marketing nous.

Douglas Toy, head of brand marketing, Didi, steps down from role

“Doug has played a pivotal role in our expansion across 29 cities and helped take us from a local rideshare newbie to a popular challenger brand. We thank him for his commitment, leadership and contribution to building a strong local DiDi team and we wish him all the best for the future.

The spokesperson hinted at boosting the marketing team at Didi despite Toy’s departure. “As a brand, our actions and communication are as important as ever as we strive towards vaccination targets and navigate into a new post-lockdown phase of living. Therefore, we see attracting new talent to lead our local marketing efforts as vital as we further strengthen our brand and position as the most preferred rideshare platform across Australasia.”

Toy told Mumbrella of his exit: “What an amazing journey starting from zero brand awareness and a small team to today where DiDi is a much-loved challenger brand that has expanded all around the world. I’m going to miss the exceptional team, but it’s time to change course, take some time off to spend with my young family before finding my next adventure.

“I don’t have another job yet. My wife just gave birth to a baby boy so I’m enjoying a couple of weeks being a dad before I try and land a new gig.”

Toy first released a statement to his Linkedin page which read: “And that’s a wrap! After three and a half fantastic years last Friday was my last day at DiDi. What an amazing journey starting from zero brand awareness and a small team to today where DiDi is a much loved challenger brand that has expanded all around the world.

“I’m going to miss the exceptional team (stay hungry guys) but it’s time to change course, take some time off before finding my next adventure.”

Toy has 11 years of experience leading brand marketing including stints at Apple and Citibank.