Built to scale: product marketing at Uber

Transcript

1. Built to Scale:
   Product Marketing at Uber
   Laura Jones
   

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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
   

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3. 67 PMMs
   08 Businesses
   03 Organizations
   07 Managers
   376 Briefs
   Over 4+
   Years
   

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4. 01
   Recognize
   Opportunity
   

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9. When to
   make the jump?
   

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10. Scale
    Ownership
    Impact
    

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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?
    

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12. 02
    Define your Vision
    

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

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14. Google Marketing Philosophy
    

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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
    

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

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17. 03
    Invest in
    Amazing People
    

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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
    

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

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20. 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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21. Uber PMM Recruiting Journey
    Screen Homework Live Jam Portfolio Review Decision
    

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

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23. *
    Set a high bar.
    

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24. 04
    Create
    Infrastructure
    

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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
    

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26. PMM PMM
    PMM PMM
    PMM
    PMM
    PMM PMM
    PM
    P
    PMM
    

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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
    

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28. 05
    Build Relationships
    

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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
    

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30. #RelationshipGoals
    

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31. 06
    Share Your Impact
    

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

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

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

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