Uber

I joined to lead and manage the growth of the UK brand. Uber was one of my best challenges because of its unique position in the UK region; with a high level of awareness but a low level of sentiment the challenge with this brand was to change public perception. During the year, we saw overall perception on safety in the UK improve by 10ppts, a huge win for the brand. The biggest shift in perception was through a controlled, small budget test that I conducted in 2 regional cities where the uplift was over 35%. This test was reported back to brand teams in different markets and rolled out across the organisation.