Insights and product definition
Understood simple and clear needs Uber earners have related to money (access, manage, grow); created jobs-to-be-done framework that enabled cross-functional team to develop MVP products within financial products space: accounts, cards, rewards, and loans.
Go-To-Market
Launched new Uber sub-brand: Uber Money. Led development of new brand toolkit; was critical in shaping overall brand narrative, led creation of assets across web, CRM, physical products (credit/debit cards, mailers, in-store assets), produced custom photoshoot, and designed event strategy culminating in head of Uber Money giving keynote at Money 2020. Brand announcement resulted in 5+ interviews and articles from top press outlets (CNBC, TechCrunch, Business Insider, etc) and 1000s of social mentions.
Created audience target, positioning, and channel strategy for Uber Debit Card pilot to 100s of earners across US and Brazil; used learnings from pilot to pivot target audience, positioning, and messaging for scaled launch. Developed channel plan across in-app, email, SMS, web, paid, incentives, and in-person events to create first-ever financial product acquisition and engagement strategy.
Growth and impact
Developed global Uber Cash (consumer-facing mobile wallet) toolkit to launch in 17 countries, making Uber Cash the 3rd most-used payment method and reducing payment processing costs. Reduced cash trips and safety incidents across LATAM and MEA.
People leadership and company leadership
Built talent within direct report (intern) and 3 contractors
Presented and gave interviews at Mexico press event (alongside Uber’s Head of Mexico) with attendees across press/policy
Tapped to review and categorize global marketing budget; recommended optimizations which resulted in the final 2020 budget
