Uber Eats

Global food delivery platform

Senior Marketing Manager

Started with launching and managing Southern California markets. As the brand grew, I developed and executed 360 integrated campaigns to drive awareness, user growth, and retention across priority U.S. markets. 

Key Accomplishments

  • Launch Uber Eats’ largest enterprise partnership to date, coordinating between McDonald’s corporate, franchise owners, and 6 internal teams. McDonald’s became the #1 restaurant in sales nationally.

  • Drive Uber Eats’ growth in suburban areas where traditional cross-promotion strategies were underperforming. Increased sales 32% with this creative and $0 budget campaign

  • Launch a differentiated Pride campaign from Uber Rides business with a $0 budget. Earned 5M press impressions

  • Combat churn by increasing habitual usage and loyalty among app-savvy, deal-seeking customers. Achieved 10x sales and implemented more tentpole campaigns due to success

McDonald’s X Uber Eats

Launch UberEats’ largest enterprise partnership to date. Own GTM strategy that drives adoption from franchise owners, and drives sales both for Uber and for McDonald’s. 

    • Developed a GTM plan serving both B2B (franchise owners) and B2C (new and existing customers) audiences

    • Oversee creative production of co-marketing collateral tailored to national campaigns and regional activation

    • Balance both dedicated campaigns and integrated cross-promotion to highlight top priority partnership

    • Collaborate cross-functionally with Sales, Legal, Product, and CX to unify messaging and rollout

    • Balanced brand consistency with franchise flexibility across markets

    • Partner adoption and activation rates across franchise locations

    • In-app product banners CTR and CVR

    • McDonald’s orders

    • McDonald’s became the #1 restaurant on the platform post-launch

    • Drove substantial increases in both new user acquisition and order frequency

#1 restaurant on platform within one week

〰️

#1 restaurant on platform within one week 〰️

+32% increase in sales

〰️

+32% increase in sales 〰️

Drive Uber Eats growth in suburban areas where traditional cross-promotion strategies were underperforming.

    • Piloted a community-focused acquisition campaign in San Diego:

      • Sponsored a cooking competition between high schools

      • Winning recipe featured on UberEats

      • Portion of proceeds donated to the winning school

    • Press coverage impression reach

    • Sales increase in San Diego geofenced area

    • Growth in restaurant partner sales



    • 8 press stories including 2 TV placements

    • 32% increase in orders in geofenced area during the campaign

    • 23% lift in restaurant partner sales

UberTeach Brand Campaign

5M impressions from event traffic

〰️

5M impressions from event traffic 〰️

Launch a differentiated Pride campaign with $0 budget, separate from Uber Rides, to drive brand awareness, engagement, and growth.



    • Activate seasonal campaign to increase brand affinity and encourage sales for both restaurant partners and Uber Eats

      Balanced promotional tactics with authentic content to avoid rainbow-washing:

      • Community component: $300K give-back goal to The Trevor Project

      • Featured LGBTQIA+ owned restaurants

      • Created blog series to spotlight restaurateurs’ Pride stories

    • Blog visits

      Orders from Pride event booths

    • CTR on in-app banner

    • Orders from featured restaurants


    • 300K blog visits

    • 5M impressions from event traffic

    • Social media posts outperformed average by 5% in likes & comments

    • Increase in featured restaurant orders up to 21%

Uber Eats First Pride Campaign

10x increase in sales

〰️

10x increase in sales 〰️

Combat declining retention and LTV by increasing habitual usage and loyalty among app-savvy, deal-seeking customers.



    • Launch a recurring promo on the first Friday of each month offering $5 dishes to new users

    • Created urgency and repeat behavior

    • Later expanded into "$5 Fridays" across all audiences

    • Sales of $5 promo dishes

    • Total day-of and week-after sales

    • Long-tail sales impact for participating restaurants and experiment group user behavior

    • 10x increase in sales on First Fridays

    • Campaign was scaled to broader audience as "$5 Fridays"

    • Laid groundwork for future habit-building initiatives

    • Became playbook nationally

Tentpole Campaigns: $5 & First Fridays

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