Brand Strategy

I believe in consistency. The best brands, at least in my book, spend as much time thinking about their employer brand as they do on their consumer brand. In the end, your employees are also a marketing channel, so brands that get BOTH right excite me. I LOVE geeking out about how audiences will holistically experience a brand.

In my time at Uber, I was able to experience both the Consumer side that focused on brand architecture and positioning, as well as Employer Brand where I helped develop Uber’s first Employee Value Proposition. At BossBabe, I led a full rebrand including logo, brand colors, and mission statement. Read more below!

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BOSSBABE REBRAND

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Consumer Brand

I had the honor to learn from and work alongside branding industry veterans and:

  • Participated in global research to gain insights on luxury products, consumers, and competitors in order to reposition premium brand strategy (Uber Black, SUV)

  • Gained particular insight into Los Angeles premium & luxury trends

  • Researched Uber Eats competitive landscape in partnership with dedicated Brand Strategist which led to 5 core value propositions

Employer Brand

I developed Uber’s first Employee Value Proposition in collaboration with the Employer Brand & People Analytics team. We analyzed Pulse Survey data, held world-wide focus groups, ideated and pressure tested 5 brand pillars, and created a Brand Book so that these valued could be implemented across all employer marketing channels.

For example: When a recruiter calls a candidate, they now have clear language to describe how Uber differentiates from other tech companies. Or when someone writes a LinkedIn post, they know what the companies’ selling points are.