Sitting down with The Drum after the launch of the ride-hailing app’s first global brand campaign, chief marketing officer Jill Hazelbaker shares insights into how her background in politics has prepared her for creating ads that resonate with a wide audience, including policymakers, the press, drivers, and customers. Unlike other tech brands, Uber operates in a highly regulated environment at the national, state, and airport levels, requiring its ads to not only attract customers but also win over key stakeholders.
Jill Hazelbaker, who serves as Uber’s chief marketing officer and senior vice-president of communications and public policy, understands the importance of building relationships with policymakers. With a career that includes roles as press secretary for New York Mayor Michael Bloomberg and chief spokesperson for John McCain’s 2008 presidential campaign, she brings a wealth of experience in navigating the political landscape. Hazelbaker emphasizes the significance of demonstrating Uber’s societal impact on both a local and global scale, highlighting the millions of people who work for Uber and use its apps daily in 70 countries.
Uber’s recent ‚On Our Way‘ campaign aims to showcase the positive impact the company has on its customers‘ lives. The campaign, produced in-house, focuses on themes of connection, convenience, and joy, illustrating how Uber helps people stay connected and make their lives easier. By highlighting these emotional aspects of the brand, Uber aims to build authenticity and trust with its audience.
While Uber has traditionally focused on product-led marketing, the ‚On Our Way‘ campaign represents a shift towards investing in brand marketing. Hazelbaker acknowledges the risks involved in this strategy but emphasizes the importance of innovation and taking calculated risks to drive growth. By centralizing Uber’s marketing team and combining marketing, communications, and policy functions, she has been able to ensure consistency in the brand’s messaging and activation globally.
In addition to marketing efforts, Uber has also worked on rebuilding its reputation in the face of past challenges. Hazelbaker points to the company’s focus on safety, sustainability, and collaboration with cities as key areas of improvement. By implementing features like pin verification, location sharing, and ride checks, Uber has prioritized safety for both riders and drivers. Hazelbaker expresses pride in Uber’s progress and its leadership in addressing industry issues.
Overall, Jill Hazelbaker’s strategic approach to marketing at Uber reflects a deep understanding of the importance of building relationships with stakeholders, telling authentic stories, and driving positive change within the company. As Uber continues to evolve and grow, her experience and leadership will undoubtedly play a crucial role in shaping the brand’s future success.