In this exclusive we cover:
👉What “New Verticals” is at Uber Eats and Margot’s day to day role
👉Margot’s role in the “This Calls For” campaign to launch the Uber Eats alcohol and grocery delivery services – they flew a 7 foot pickle from a helicopter in Sydney!
👉Entry level roles into marketing within the tech industry
1. Before we dive into your role at Uber Eats, what has your career journey looked like so far
I’m originally from France and came to Australia backpacking 13 years ago after I finished business school. I got the opportunity to do a Marketing internship with Disney Channels in Sydney, which turned into 10 years there!
It’s where I really developed my Marketing skills, in a pretty generalist team where we were working across all areas of the discipline, from media campaigns, to events, content production, social media, website development, and even talent tours! I loved my time there and the people I worked with.
2. Transitioning into work, what the heck does the Marketing Lead for New Verticals @ Uber Eats do?
What are New Verticals at Uber Eats
New Verticals is the name we give to the new delivery services offered by Uber Eats, beyond food takeaway eg. grocery, alcohol, pharma specialty, pet etc.
Uber Eats is truly on their way to deliver “anything” (within reason!) and as the Marketing lead for this line of business, my primary job is to drive awareness and consideration for these new delivery services with our core targets. To do so, we look for those insights nuggets by understanding consumers’ needs, attitudes, behaviours as well as key occasions to unlock great creative ideas we can take into campaigns across paid, owned and earned media.
What does your role entail?
The role is very much cross-functional, and I work very closely with:
- The wider Uber Eats Marketing team
- to ensure we don’t have multiple campaigns in market at the same time which is confusing for consumers
- Consumer Ops teams
- Account Management for key merchants
- PR & Comms
- Research & Insights, as well as
- Super closely to our agency partners
It’s super interesting because we’ve built so much saliency around OFD (“Online Food Delivery”) with incredible campaigns like “Tonight I’ll Be Eating”, but we now have to shift consumers’ perception to think of Uber Eats for all their other on-demand needs.
Whether they want another bottle of pinot so they can stay safely at the party, restock on bananas for kids lunchboxes, or crave some choccies and chips for a good ol’ Netflix bingeing session!
3. What’s a project you’ve worked with on in your currently role and how have you helped bring them to life?
Campaign Name: This Calls For
What was it?
Put it simply, this was our first IMC (integrated marketing campaign) to announce grocery and alcohol delivery at scale in Australia. The objective was really single-minded: increase awareness of grocery and alcohol delivery with our consumers.
This was an incredibly complex campaign spanning across 3 months (which culminated with the sponsorship of the Australian Open) and featured
- 7 TVCs;
- 5 OLV (specifically created for online);
- 12 OOH executions;
- 6 audio spots;
- 5 digital executions;
- 20+ social executions, 10 influencers;
- 1 Twitch livestream/cook-off;
- 10-week CRM consumer promos;
- And a 7-foot pickle flown from an Uber Eats helicopter over Sydney to create talkability around our grocery delivery on National Pickle Day (yes, yes, it’s a thing!) and drive huge incremental orders with a special 50% off promo!
And more importantly, we reached our goals and achieved a double digit awareness increase with our core target. At the end of the day, this is what matters – whatever way your campaign comes to life, you need to charive your marketing and business goals.
What was your role?
I co-lead the campaign with my good friend Channa Goonasekara who leads Brand Marketing for Uber Eats.
The campaign was so extensive that we divided and conquered across the actual executions, but worked truly collaboratively on the whole campaign in partnership with our agencies Special Group, Mediacom, Hello Social and Herd MSL.
4. What do the entry level pathways into marketing in tech look like?
Marketing in tech is like in any other industry – it’s about knowing who your audience is, understanding their attitudes, needs, behaviours, positioning your brand strategically to solve a business challenge, and developing campaigns that bring that strategy to life.
In that regard, it doesn’t really matter what industry you come from, as long as you can demonstrate you understand Marketing principles, you should be able to get a job in tech (and anywhere else for that matter)!
At least this was my experience – I never worked in tech before, but the team at Uber weren’t looking for a “tech” Marketer, just a Marketer. Most of my colleagues (and damn, they are smart!) come from FMCG, travel, agencies; they weren’t hired because they worked in tech.
5. What’s one thing you recommend someone who wants to work tech marketing do right now?
Follow people on linkedIn you find interesting (Ritons, Sharp, Romaniuk, Galloway, Goodwin, Sutherland, Field, Binet….), people you’ve worked with and really liked, read articles, listen to podcasts, there is so much out there!
Look at brands you admire, understand case studies and why they did what they did (and did it work?!).
And if you want to upskill, look at courses that can help you either deep dive into a specific area of Marketing you like, or just refresh a generalist knowledge.