Built to scale: product marketing at Uber

Transcript

1. Built to Scale: Product Marketing at Uber Laura Jones
2. Six Lessons 01 Recognize Opportunity 02 Define Your Vision 03 Find the Right People 04 Create Infrastructure 05 Build Relationships 06 Share Your Impact
3. 67 PMMs 08 Businesses 03 Organizations 07 Managers 376 Briefs Over 4+ Years
4. 01 Recognize Opportunity
9. When to make the jump?
10. Scale Ownership Impact
11. 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?
12. 02 Define your Vision
13. Exploring options M aking decisions ITERATE Design Thinking Mindset UNDERSTAND DEFINE BRAINSTORM PROTOTYPE TEST
14. Google Marketing Philosophy
15. 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
16. Adoption cannot be an afterthought. Build for it from day one.
17. 03 Invest in Amazing People
18. 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
19. Global Best Practices Growth Product Knowledge User Insights Leadership Go-to-Market Uber PMM Competencies
20. Evidence-Based Hiring • Past experience working together • Homework assignment • Live strategy jams • Portfolio review • Phone screens • Behavioral interviews MORE IMPORTANT LESS IMPORTANT
21. Uber PMM Recruiting Journey Screen Homework Live Jam Portfolio Review Decision
22. Cross-Functional Buy-In Screen Homework Live Jam Portfolio Review PMM PMM PMM PM PM PM DS Design PMM Decision
23. * Set a high bar.
24. 04 Create Infrastructure
25. PM PMM Eng Data Science Design Prod Ops Policy Regional Marketing Teams Comms Product Team Shared OKRs UX Research BD Cross-Functional Working Model
26. PMM PMM PMM PMM PMM PMM PMM PMM PM P PMM
27. 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
28. 05 Build Relationships
29. 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
30. #RelationshipGoals
31. 06 Share Your Impact
32. Own the Narrative. Own the Results. -Uber PMM Team Mantra
37. Thank you. P.S. We’re hiring! Drop us a note at JoinPMM@uber.com Or connect on LinkedIn :)
38. Q&A P.S. We’re hiring! Drop us a note at JoinPMM@uber.com Or connect on LinkedIn :)