Built to scale: product marketing at Uber

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Built to Scale: Product Marketing at Uber Laura Jones

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Six Lessons 01 Recognize Opportunity 02 Define Your Vision 03 Find the Right People 04 Create Infrastructure 05 Build Relationships 06 Share Your Impact

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67 PMMs 08 Businesses 03 Organizations 07 Managers 376 Briefs Over 4+ Years

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01 Recognize Opportunity

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When to make the jump?

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Scale Ownership Impact

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100M Monthly Active Platform Users 700 Cities in 65 countries 10B+ Total trips 1.7B Trips in Q2 2019 alone 15M Trips every day ~4M Active Drivers Globally What does Uber scale mean?

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02 Define your Vision

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Exploring options M aking decisions ITERATE Design Thinking Mindset UNDERSTAND DEFINE BRAINSTORM PROTOTYPE TEST

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Google Marketing Philosophy

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Who is it for? Uber Product Marketing Approach What value does it deliver? How will users discover it? INSIGHTS & DEFINITION GO-TO-MARKE T STRATEGY How to Drive Adoption? LAUNCH GROWTH PRD PLAYBOOK IDEA

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Adoption cannot be an afterthought. Build for it from day one.

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03 Invest in Amazing People

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We are left-brained and right-brained We are the voice of the user to product, and the voice of the product to users We build for business impact Uber PMM Values

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Global Best Practices Growth Product Knowledge User Insights Leadership Go-to-Market Uber PMM Competencies

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Evidence-Based Hiring ● Past experience working together ● Homework assignment ● Live strategy jams ● Portfolio review ● Phone screens ● Behavioral interviews MORE IMPORTANT LESS IMPORTANT

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Uber PMM Recruiting Journey Screen Homework Live Jam Portfolio Review Decision

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Cross-Functional Buy-In Screen Homework Live Jam Portfolio Review PMM PMM PMM PM PM PM DS Design PMM Decision

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* Set a high bar.

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04 Create Infrastructure

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PM PMM Eng Data Science Design Prod Ops Policy Regional Marketing Teams Comms Product Team Shared OKRs UX Research BD Cross-Functional Working Model

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PMM PMM PMM PMM PMM PMM PMM PMM PM P PMM

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PMM Org ● Develop Cohesive Customer Strategies ● Share Best Practices ● Maintain and Elevate Quality Standards ● Support Learning and Career Development ● Share Results and Impact with the Company ● Build Community

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05 Build Relationships

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Key Relationship Pillars ● Customer Obsession ● Inclusive Roadmap Planning ● Shared Team Ownership of OKRs ● Experimentation Mentality Marketing Community Product Community ● Insight-Driven ● Love of the Craft ● Clear Roles & Responsibilities ● Critique and Peer Learning

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#RelationshipGoals

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06 Share Your Impact

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Own the Narrative. Own the Results. -Uber PMM Team Mantra

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Thank you. P.S. We’re hiring! Drop us a note at JoinPMM@uber.com Or connect on LinkedIn :)

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Q&A P.S. We’re hiring! Drop us a note at JoinPMM@uber.com Or connect on LinkedIn :)