Ad Age’s annual 40 Under 40 feature is coming up. Ahead of its publication on Sept. 18, we are asking former honorees to share career advice, including how they got to where they are today. Don’t forget to nominate your own rising stars for this year’s list ahead of the July 10 deadline. You can do so at AdAge.com/40u40.
How Uber adapts to changing consumer behavior
When Ad Age honored Georgie Jeffreys on its 40 Under 40 list last year, the executive, then head of marketing at Uber Eats, spoke about how she turned a consumer behavior quirk into a Super Bowl success. The celebrity-filled commercial, lauded as a Big Game 2022 favorite, showed how customers had trouble grasping the concept of not eating everything delivered via Uber's new delivery business.
Now, Jeffreys is tasked with identifying other consumer insights to drive marketing for all of Uber, including the company's ride-share business, Uber Eats, and Postmates, in North America. She was promoted to head of marketing, Uber, U.S. & Canada in May, following other successful celebrity campaigns such as a Halloween ad with actress Keke Palmer and this year’s Super Bowl spot featuring rapper Diddy.
Ad Age recently caught up with Jeffreys to hear about her new role and how she is continuing to use celebrity partnerships to drive growth and creativity.
Responses have been lightly edited.
You've had a busy year. Can you tell us about one of your favorite projects from the last 12 months?
I'm really proud of the work we’ve continued to drive that promotes our expanded offering across Uber Eats. Our 2022 Halloween campaign (which won a Bronze Lion at this year’s Cannes) is a great example of a cut-through campaign that drives both the brand and the business.
Your role at Uber has expanded quite a bit since we honored you last year on our 40 Under 40 list. How have your job responsibilities specifically changed?
I’ve since expanded my scope beyond Uber Eats—today, I lead marketing for Postmates and Uber Eats as well as Uber’s mobility business across North America. I’m looking forward to stretching across our full product portfolio in Uber’s largest market.
Can you tell us about an example of a big shift that marketers are adjusting to and how you personally are planning for it at Uber?
The biggest shift we’re experiencing is the need to stay nimble and adaptive. This means being responsive to how and when consumer behaviors shift (or don’t) as we move out of the pandemic. In many ways, some of the macro predictions haven’t yet materialized and so it’s been an exercise in planning for multiple scenarios, but still being single-minded in execution.
The economy has also changed a lot since last year, which is likely something you are seeing with your customers. How is that factoring into the types of messaging and marketing channels you are deploying?
With savings and value top of mind for consumers these days, Uber One—our membership program that saves you money across Uber and Uber Eats—has stayed a relevant and compelling proposition with our customers and continues to play a large role in our marketing strategy.