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How Uber unified its marketing strategy - Liam Branaghan (Uber) In this episode of our Apptivate podcast, we chat with Liam Branaghan, the Performance Marketing and Strategy Lead for Uber. Liam’s teams focus on driving growth for Uber Eats across EMEA, while supporting overall brand and business goals. In this epi
Länge: 21:34
In this episode of our Apptivate podcast, we chat with Liam Branaghan, the Performance Marketing and Strategy Lead for Uber. Liam’s teams focus on driving growth for Uber Eats across EMEA, while supporting overall brand and business goals. In this episode, you’ll learn about the evolution of Uber’s regional marketing teams and how they merged into a single global team. You’ll also hear about their work to refine their localization strategies and the balancing act between brand and performance marketing goals.
Questions Liam answered in this episode:How has your team’s strategy evolved over time?What were some of the challenges your team faced when transitioning from a regional marketing team to a global one?Do you have any advice for other marketing leaders facing similar challenges?How does your team work together to ensure they are nailing the intricacies of different geographies?How do you approach new and innovative technologies while still focusing on the fundamentals of marketing?How do you balance long-term brand equity with the need for immediate growth?What predictions do you have for the mobile marketing industry in the next 3 or 4 years?How do you stay up-to-date within the industry?How should brands be thinking about scaling in a privacy-first world?Timestamp:0:35 Liam’s role at Uber1:57 Marketing as one global team7:55 Nailing the basics: Liam’s POV11:32 Balancing brand and growth14:00 AI & critical thinking16:37 Keeping a varied media diet18:23 Scaling in a privacy-first world19:48 What to do in AmsterdamQuotes:(3:05-3:13) “This scaling of a global approach (away from an EMEA approach) is really how we saw scaled and created impact on a level that we hadn’t before.”
(12:22-12:41) “We know and see firsthand that there is definitely a close relationship between brand and growth. If brand is doing well, it’s no surprise that we see stronger results as well, and conversion rates and impression levels pick up. But understanding exactly what drives one another and how to optimize that is part of the journey we’re on at the moment.”
Mentioned in this Episode:Liam Branaghan’s LinkedInUber Eats
GUID: d721e2a4-bee6-4939-9847-ab72f35d88a0
Erscheinungsdatum: 30.4.2025, 09:00:00
