Senior CRM Copywriter at Uber

Operating in 70 countries with 150 million monthly active users and 6 million drivers, Uber needs to be excellent at communication - and it is.
Working both inside the Global Creative Team and for EMEA’s CRM department,
I got a world-class education in how to consistently deliver great work that spanned CRM and performance marketing, OOH, product launches, and toolkit creation for both B2B and B2C audiences. In addition, I oversaw the team of regional CRM copywriters, ensuring consistent tone of voice, quality and accuracy

Notable projects included:
Uber Rewards (gamified loyalty system)
App copy, CRM lifecycle

Uber Lite (stripped back version of Uber)
Product launch messaging, CRM lifecycle

Rider + Driver Onboarding (the first messages all Uber users receive)
CRM lifecycle

Uber Quest + Driver promotions (gamified workflows for drivers)
Animated explainer videos

Uber Comfort + Black (premium ride option)
CRM lifecycle + print

Uber Rewards

Every ride and Eats order earned points - we created a lifecycle designed to inform the customer of their progress from Bronze through to Platinum - with the tone becoming more celebratory as the customer rose through the levels. There were hundreds of touch-points, but we managed to create a campaign that flowed seamlessly and increased brand loyalty for both Uber and Uber Eats.

Quest animations

Matching driver supply with rider demand across 10,500 cities is a constant challenge for Uber - one way they do that is by creating ‘quests’ for drivers, which incentivise them to show up in specific places and times.

I wrote two films to educate drivers on how this scheme worked - storyboarding them out with my art director and teaming up with a great animation studio to create fun, clear videos which were translated into Spanish, Portuguese and Arabic.

Launch toolkits

Whenever a new product was launched or updated, our team would be briefed to create toolkits to ensure consistency and quality across all local markets. I worked closely with Product to receive the brief, and with the UX designers to create beautiful emails and effective push and in-app notifications.