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

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 drivers and their families attended

• 1M campaign impressions

• 82% improved favorability of Uber among attendees

Mardi Gras

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