Lean Mean Marketing Teams with Ty Hayes

Discover how to create a high-performance marketing team by joining Ty Hayes as he interviews leading CMOs, authors and experts at the top of their game.


43. Lessons from building high-performing marketing teams inside Uber and Google

Lucinda Barlow, Senior Director, Head of Marketing APAC at Uber, shares incredible agility and team culture insights.

In this episode, we discuss:

  • Lucinda’s fascinating background and the lesson she learned early on in her career;
  • How Uber pivoted during COVID-19 to shift resource and budget away from mobility and into delivery, and how they can move so quickly at scale due to their strong operations backbone;
  • Agile and growth mindset, flexibility, and the importance of empathy with your staff and your customers during times of crisis;
  • What Lucinda loves about working in tech and the kinds of people that tech attracts;
  • How Lucinda’s APAC team is structured and her remit around brand and top to the middle of the funnel;
  • How Lucinda’s team works alongside a separate performance team, and the pros and cons of this model;
  • How Uber takes a think global, execute local approach to their marketing; and
  • How to generate a culture that adapts, takes risks, is creative, thrives in crises, leverages the benefits of multicultural diversity and develops its leaders.

Lucinda started her career working with Symbian, who developed the leading operating system in phones before iOS and Android. Since then, Lucinda has worked for Google, YouTube, and now Uber. Lucinda has worked in the US, UK, Asia, and Australia. 


Contact Lucinda Barlow

  • Find Lucinda on LinkedIn and mention you heard her on the podcast. Find out more about Uber. 

Contact Growth Generators

  • Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformation framework. Follow or connect with Ty on LinkedIn.

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This episode was produced by Dylan Todd and edited by Lewis Hallam.


About the Show

In today’s fast paced world, your team is your ultimate competitive advantage. Join Ty each week to discover the dynamic team structures, agile practices, leadership and culture behind some of the world’s most successful brands and the teams driving their marketing. If you’re a marketer looking to enhance your leadership and boost your team’s capability, then this is your must-listen podcast.

Your Host – Ty Hayes

Ty is an award-winning former CMO turned business founder, who built and led the #1 marketing team in Australia (AMI Awards) and was ranked the #10 CMO in Australia (CMO50) whilst CMO for a global university. Ty now hosts this podcast and runs Growth Generators with the mission to help CMOs build modern marketing teams that drive growth.