Ep 207: How Uber unified its marketing strategy

In this episode of our Apptivate podcast, we chat with Liam Branaghan, the Performance Marketing and Strategy Lead for Uber. Liam’s teams focus on driving growth for Uber Eats across EMEA, while supporting overall brand and business goals. In this episode, you’ll learn about the evolution of Uber’s regional marketing teams and how they merged into a single global team. You’ll also hear about their work to refine their localization strategies and the balancing act between brand and performance marketing goals.

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• How has your team’s strategy evolved over time?
• What were some of the challenges your team faced when transitioning from a regional marketing team to a global one?
• Do you have any advice for other marketing leaders facing similar challenges?
• How does your team work together to ensure they are nailing the intricacies of different geographies?
• How do you approach new and innovative technologies while still focusing on the fundamentals of marketing?
• How do you balance long-term brand equity with the need for immediate growth?
• What predictions do you have for the mobile marketing industry in the next 3 or 4 years?
• How do you stay up-to-date within the industry?
• How should brands be thinking about scaling in a privacy-first world?

• 0:35 Liam’s role at Uber
• 1:57 Marketing as one global team
• 7:55 Nailing the basics: Liam’s POV
• 11:32 Balancing brand and growth
• 14:00 AI & critical thinking
• 16:37 Keeping a varied media diet
• 18:23 Scaling in a privacy-first world
• 19:48 What to do in Amsterdam

(3:05-3:13) “This scaling of a global approach, (away from an EMEA approach), is really how we saw scaled and created impact on a level that we hadn’t before.”

(12:22-12:41) “We know and see firsthand that there is definitely a close relationship between brand and growth. If brand is doing well, it’s no surprise that we see stronger results as well – so conversion rates and impression levels pick up. But understanding exactly what drives one another and how to optimize that is part of the journey we’re on at the moment.”