Business Challenge:
Uber’s core mission—moving people forward—was well understood by riders, but driver engagement and retention were becoming a challenge in a saturated driver market. The business needed to increase driver activity and loyalty, while reinforcing the brand’s value proposition in a way that went beyond the transactional nature of driving.
Executive Ownership & Strategic Direction:
As Global Creative Director, I directed the strategic and creative development of a global email lifecycle campaign aimed at activating and retaining drivers. My responsibilities included:
Designing a lifecycle framework that aligned with Uber’s brand purpose while addressing business KPIs for driver retention and engagement
Defining messaging that connected driver work with personal life goals, creating aspirational and motivating content
Partnering with CRM, data analytics, and operations teams to personalize offers, optimize timing, and scale globally
Creative Strategy & Execution:
Developed a modular email lifecycle system highlighting new opportunities for drivers to take part-time shifts or flexible work tailored to their schedules
Messaging framed Uber as a partner helping drivers “move their personal lives forward” in addition to earning income
Scaled creative globally while maintaining tone, localization, and brand consistency
Impact:
Increased driver activation and participation in part-time shift opportunities
Strengthened perception of Uber as a partner invested in driver success and flexibility
Delivered a scalable, modular lifecycle framework that could be adapted for multiple engagement initiatives globally
Renter’s Insurance Series