Uber Appoints New Chief Marketing Officer

Cameron Samuel  |

Last week, Uber announced that it had hired Coca-Cola's  (KO) long-term chief marketing officer. Rebecca Messina will be the first person to serve as Uber's chief marketing officer, working with Uber's global marketing teams to deliver new branding and marketing strategies.

Uber is expected to have their IPO next year, something that Messina will be overseeing the marketing for. By adding Messina to Uber's roster of executives, the company is showing that it has good leadership - a factor that will certainly drive the price on IPO day. Along with a new chief marketing officer, Uber have also appointed Nelson J. Chai, the ex-CEO of Warranty Group as their chief financial officer.

Uber has never had a Chief Marketing Officer before, although Bozoma Saint John did serve as the Chief Brand Officer for around a year at Uber. He joined as Uber were facing turmoil relating to sexual harassment amongst staff. Saint John departed Uber June 2018 after being appointed as the Chief Marketing Officer at Endeavor.

Before Uber, Messina was the global chief marketing officer at Beam Suntory, a spirits company, starting in 2014. Before Beam Suntory, Messina spent 22 years at the Coca-Cola Company. She was the senior vice president of marketing and innovation for ventures and emerging brands.

Messina's statement said “Joining Uber is a once in a lifetime opportunity and a true privilege. My focus has always been on three things: people, growth and brands. Uber checks all three boxes: a rapidly growing global business, with the opportunity to build an iconic brand alongside a team that’s committed to transforming the future of mobility. I couldn’t be more excited about what lies ahead.”

Uber has a current market valuation of an estimated $62 billion, which is an increase from 2017's estimated valuation of $48 billion.

In the upcoming months we will have more information surrounding an Uber IPO. The Uber stock price has not yet been announced.

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