Jeffrey R Loibl

Business Challenge:
Uber’s global email lifecycle communications spanned multiple lines of business—Eats, Rider, Driver, Courier, Restaurant, B2B, and Jump—but suffered from fragmentation across regions and languages. Inconsistent tone, design, and modularity limited personalization, slowed campaign execution, and reduced engagement across key customer segments. The business challenge was to create a unified, scalable, and culturally adaptable lifecycle framework that could drive engagement and retention globally while supporting performance marketing objectives.

Executive Ownership & Strategic Direction:
As Global Creative Director, I directed the end-to-end redesign of Uber’s email lifecycle flows, setting the strategy, guiding creative development, and aligning cross-functional teams—including marketing, product, and localization—on scalable global standards. The goal was to balance personalization with operational efficiency, creating modular assets and a flexible design system that could be translated easily and maintain brand consistency across markets.

Creative Strategy & Execution:

• Delivered culturally agnostic yet personalized messaging for multiple regions

• Standardized tone of voice, visual identity, and copy frameworks

• Enabled rapid adaptation for campaigns across B2C and B2B audiences

• Supported translation and localization without sacrificing brand clarity

This framework allowed campaigns to be launched quickly, consistently, and at scale, while maintaining relevance to local audiences.

Impact:

• Increased engagement and open rates across global email programs

• Reduced production time by enabling modular, reusable content blocks

• Strengthened lifecycle-driven retention and reactivation globally

• Established a scalable system to support future lines of business and new markets