Rebuilding Reputation at Scale
When trust collapses, companies face existential risk. Trust isn't rebuilt through messaging—it's built through integration: product innovation that proves commitment, partnerships that validate it, policy transparency that demonstrates it, and storytelling that makes it tangible.
THE CHALLENGE
Uber was at a low point—regulatory scrutiny and consumer confidence issues. Then COVID struck, creating an 80% revenue decline. The company needed to prove it was worthy of trust through action, not words.
BUILT
Product had safety features. I built the strategic framework that turned them into trust and revenue recovery:
- Positioned product innovation as proof of commitment
- Built alliances with NGOs, governments, and Fortune 500s during crisis moments
- Armed policy teams with operational credibility data for regulators
- Creatively directed social-first content strategy (Linkedin, Instagram, TikTok) - art directed campaigns, briefed designers/video producers delivering top 10% engagement
- Created campaigns repositioning Uber as essential infrastructure (‘Keep Ukraine Moving’, Paralympics)
This integrated approach rebuilt trust, drove regulatory wins, and enabled 75% revenue recovery
IMPACT
revenue recovery from 80% COVID decline
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Brand favorability +40%, trust +25% YoY
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Scaled across 50+ countries
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