Business Challenge:
During year-end travel peaks, Uber needed to accelerate revenue growth and increase ride volume while competing against other transportation options. The challenge was to convert churned airport travelers into active users during a highly time-sensitive window, maximizing both short-term revenue and longer-term engagement potential.
Executive Ownership & Strategic Direction:
As Global Creative Director, I directed the end-to-end strategy and creative direction for this global email promotion.
Designing a geo-targeted, behaviorally-informed campaign aimed at lapsed airport travelers
Crafting creative messaging and incentives that balanced urgency with brand tone
Partnering with marketing analytics and CRM teams to integrate personalization, timing, and sequential messaging
Establishing a framework that could scale globally for future holiday or peak-period promotions
Creative Strategy & Execution:
Geo-fenced email targeting of churned airport travelers
Sequential messaging with promotional incentives to encourage conversion if the first email did not drive action
Time-sensitive creative and copy that reinforced Uber’s convenience and reliability during holiday travel
Impact:
Generated 56,000 incremental trips
Delivered $2M in incremental revenue contribution
Established a repeatable framework for geo-targeted, behavior-driven promotional campaigns
Strengthened Uber’s ability to drive short-term revenue spikes without sacrificing brand consistency