![]() In India and Brazil, it offers Uber Moto – essentially motorbike taxis, while in India there’s also Uber Auto – tuktuk-like three-wheeled vehicles. Uber has different products depending on the markets. “And the adaptability and the directness and openness means that you can actually operate well, lead well, collaborate well, build relationships well in other cultures.” “I think Australians, culturally, are open, they’re very direct, and they’re adaptable,” she said. Ms Barlow said Uber’s branding owed a lot to its work in Australia, and that Australians had a temperament that translated well into other markets. Uber US and Canada marketing boss Georgie Jeffreys. Uber spent $US1.7 billion ($2.5 billion) on advertising in the past two years, according to its latest corporate filings, and another $US2.2 billion on discounts, promotions and loyalty programs. “It’s definitely going to other countries around other parts of the world, they’re likely to be launching soon,” he said. That campaign has played a large part in growing the company to more than a 55 per cent market share in Australia’s online food ordering sector.Īndy Morley, who has been Uber Australia’s marketing chief and will take over Ms Barlow’s APAC role, said that new campaign has already gone into Taiwan. The rise of Australians in the ranks of Uber has come from the company’s local success, where its advertising campaign for Uber Eats has been a hit. Uber’s new APAC marketing boss Andy Morley and international marketing chief Lucinda Barlow. “It’s a bit of a koala mafia,” Ms Barlow said. Lucinda Barlow, an ex-YouTube director who joined Uber three years ago to lead Asia Pacific, has been put in charge of international marketing in the more than 60 countries outside the US and Canada. Georgie Jeffreys has been given the reins of marketing in the United States and Canada – Uber’s largest single market. Uber has promoted two Australians, putting them in charge of $2.5 billion in global advertising and marketing spending after their local success.
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