Demand Generation & Brand
Uber Radio Live
I led strategic planning and execution of a rider-facing Uber's marketing campaign at Austin City Limits Festival in 2018. Our dual goals were to raise awareness of Uber as the “official ride” of the festival and increase demand for trips from the previous year. I coordinated a large team of internal stakeholders from 9 departments and an external agency partner to concept and produce Uber Radio Live, an experiential activation with life-sized car radio stage, featuring performances by local Austin musicians who drive with Uber. Our multi-channel marketing campaign promoted the activation and Uber’s positioning as an official festival partner across owned digital channels, influencer social, paid ads, and experiential onsite.
3.4M campaign impressions
20K campaign engagements
34% increased trips from previous year
Engagement & Retention
Summer Getaway Events
I led campaign execution for Summer Getaway events in 12 cities in the US and Canada 2018. The goal was to provide an interactive experience to celebrate driver-partners, thank them for their continued partnership and bring ‘Uber Magic’ and awe. We invited top performing, high-value drivers and their families to attend. Events included family-friendly activities and games, food, Uber Summer Getaway themed decorations and Uber swag. I managed a team of 20 marketers in 12 cities to execute events on a 3 month timeline. I developed planning toolkits and resources, served as primary contact for Legal and Accounts Payable teams, and coordinated weekly check in meetings on progress as well as debrief process after events were complete.
4K attendees (top driver-partners and their families)
1M campaign impressions
82% improved favorability of Uber among attendees
Engagement & Retention
Mardi Gras 2018
I led strategy and project management for an integrated marketing campaign for Mardi Gras 2018 with a short ~2 month timeline to execute. Our teams had recently re-organized, so I worked diligently to establish a new interaction model and clear clear responsibility “swim lanes” for a 10 member project team. I leveraged previous years’ data insights to inform goals and strategy, landing on a content-focused approach to empower key segments of drivers to get on the road during Mardi Gras. Channels included email, in-app, web, paid social, and an in-person event for drivers to pick up a kit of Mardi Gras themed swag and essentials.
15% increase YoY in trips
45%+ open rates on content sent to drivers
Advocacy
Let’s Geaux Louisiana
I worked cross-functionally with Public Affairs, Legal, and Operations teams to create a marketing campaign plan and budget to support state legislation for ride-sharing in Louisiana in 2017 and 2018. I led execution of key marketing tactics for the campaign including direct messaging, paid social, partnerships, and grassroots advocacy. Insights I gained from the 2017 campaign informed my approach for 2018 — focusing much more heavily on establishing third party advocates through the Let’s Geaux Louisiana Coalition and elevating the voices of driver-partner supporters at key legislative sessions and at a press conference attended by legislators and media outlets.
7M campaign impressions on paid channels
Statewide earned media coverage - TV and Print
B2B Marketing
Uber for Events
Developed and managed B2B marketing strategy to promote UberEVENTS product and revenue share program to event and conference planners. My outreach materials were tailored to include best practices for various use cases. Once a partnership was established, I worked closely with conference and event planners to optimize their use of the product, and develop custom materials at strategic touch points to promote Uber to their attendees. I worked with a wide variety of events and conferences in Louisiana including the Sage Summit, National Charter Schools Conference, LSU Alumni Association, and the New Orleans Food and Wine Experience.
104 total events and conferences in Louisiana
Conferences generated 115 redemptions on average at 50% conversion to trip
Affiliate Program
Hospitality Affiliate Program
I managed an affiliate program for hotels, bars, and restaurants to promote Uber to their customers throughout the Gulf Coast region. I customized the value proposition of the program for various affiliate use cases, and created action plans for integrating Uber into guest touch points - including digital channels and physical promotional cards. I created custom graphics and content for affiliates to use on their digital channels. I also developed training materials for staff, and set up sessions to train staff members on the program and how to answer basic questions about Uber.
Generated 70+ new rider signups per property per week
Affiliate channel grew to contribute 5% of all weekly signups
Go-To-Market Strategy
Uber Launch in New Orleans
Led local go-to-market strategy for launching uberX low cost ride sharing product in New Orleans. The integrated campaign included content across all channels — email, social media, web, influencer, and PR. I worked with local musical legend Kermit Ruffins to be our "Rider Zero" or first in-market Uber rider. I also worked with our PR lead to position Uber's launch as a driver for economic growth and increased mobility in the community — key messaging points that I knew would resonate in our challenging regulatory environment in New Orleans.
1M trips in the first 7 months of operations