Flexing the brand through performance

Growth was a core pillar of working at Uber with only one goal: Bring more riders and drivers to the platform.

We worked in every channel available and tried every angle possible, backed by thorough testing. Above all, we understood that performance is where you flex your brand, and you can’t be shackled to guidelines that tank conversion.

With the help of some amazing marketing channel owners, my team was responsible for 65% of first trips in 2017, a year in which we gave more than 5 billion rides.

Role: ACD