Projects
- Uber Father's DayI was briefed to ideate, write and execute a playful social media post for Uber’s channels for Father’s Day. For this concept, I leveraged social insights which showed a pop culture trend of riders sharing stories of Uber drivers as ‘confidants’ / ‘father figures’, i.e. getting them home safely, having wholesome chats, giving advice. This trend had become even more relevant as we were seeing users posting nostalgic throw backs to Uber memories during the pandemic. The concept I came up with was
Projects credited in
- UBER - Uber KindnessA project documenting real UBER drivers and the times they went above and beyond!4
- Uber: Where to, Britain?"Where to, Britain?" is a short documentary series following the stories of Uber drivers and riders across the length and breadth of the UK. Narrated by Dawn French, the format was created by Gravity Road in partnership with Channel 4. The series is available through All 4 and in a groundbreaking move is being distributed directly through the Uber app with location relevant stories geo-targeted around the UK. We were delighted to see this project snap up a Drum Award in the Automotive and Tran8
- UBER - International Women's DayFor International Women’s Day, I scripted and directed three films for Uber. This particular campaign was close to my heart because it was created specifically to open up the discussion around the fact that only 14% of London’s blue plaques are for women. Each film follows a leading female culture maker as they hop from Uber to Uber across London to visit key places associated with their female heroes - from their birthplaces to meaningful spots, to blue plaques dedicated to them. They each wen
Work history
Marketing ManagerUber
- London, United KingdomFull Time
I’ve been a campaign manager on the Uber Rides Marketing team for three years, owning several core elements of the business (our social, EV strategy, JUMP brand, and driver communications). This involved:
• Writing Marketing strategy and liaising cross-functionally for team buy-in (i.e., our 2020 social strategy, our EV Marketing strategy, and our JUMP Marketing strategy).
• Copywriting our Marketing content – from CRM, to web, to in-app, to print, to social.
• Planning and executing experiential marketing initiatives, i.e. EV test driving days for our drivers
• Facilitating partnerships that further our brand aims, i.e. with an LGBTQIA organisation for Pride Month, or with JCDecaux on a ‘greener urban spaces’ project for JUMP
• Project management and execution – i.e. taking a product launch like Uber Medics (discounted rides for NHS workers) from conception to completion, including inputting to ops, building our strategy, writing our communications, designing the visual identity, posting to social, and executing post-campaign performance analysis
Skills
- Copywriting
- Copyediting
- Project Management
- Social Media Management
- Campaign Creation
Education
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English Literature BAThe University of Oxford
- Oxford, United Kingdom
Studying English at Oxford was my dream, as an obsessive, lifelong reader. My degree gave me a highly analytical mind, an ability to digest vast texts quickly, finely tuned communication skills, and a keen awareness of the power of language (invaluable for marketing).