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CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes
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43. Lessons from building high-performing marketing teams inside Uber and Google
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Lucinda Barlow, Senior Director, Head of Marketing APAC at Uber, shares incredible agility and team culture insights.
We discuss:
- Lucinda's fascinating background and the lesson she learned early on in her career;
- How Uber has pivoted during COVID-19 to shift resource and budget away from mobility and into delivery, and how they can move so quickly at scale due to their strong operations backbone;
- Agile and growth mindset, flexibility, and the importance of empathy with your staff and your customers during times of crisis;
- What Lucinda loves about working in tech and the kinds of people that tech attracts;
- How Lucinda's APAC team is structured and her remit around brand and top to the middle of the funnel;
- How Lucinda’s team works alongside a separate performance team, and the pros and cons of this model;
- How Uber takes a think global, execute local approach to their marketing; and
- How to generate a culture that adapts, takes risks, is creative, thrives in crises, leverages the benefits of multicultural diversity and develops its leaders.
Lucinda started her career working with Symbian, who was the leading operating system in phones before iOS and Android were developed. Since then, Lucinda has worked for Google, YouTube, and now Uber. Lucinda has worked in the US, UK, Asia, and Australia.
Enjoy the show!
P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Lucinda, with all the tips and strategies laid out in an easy-to-read format.
References
- Byron Sharp - How Brands Grow: What Marketers Don't Know.
- Erin Meyer - The Culture Map: Breaking Through the Invisible Boundaries of Global Business.
- Wes Bush - Product-Led Growth: How to Build a Product That Sells Itself (Product-Led Growth Series).
Contact Lucinda Barlow
Contact Growth Generators
- Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformation framework. Follow or connect with Ty on LinkedIn.
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