CMO Leadership with Ty Hayes

Dive into the insights and strategies of award-winning Chief Marketing Officer (CMO), Ty Hayes and leading CMO's and experts.


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

Lucinda Barlow, Senior Director, Head of Marketing APAC at Uber shares agility and culture insights from the modern and diverse marketing teams she has led.

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

Are you striving to build a high-performance marketing team that accelerates growth for your organisation?

This podcast is designed specifically for marketing leaders seeking to optimise their team’s performance to drive unparalleled results.

Tune in to:

  • Unlock secrets from top CMO’s on how they’ve crafted dynamic marketing team structures and built modern capabilities
  • Discover agile marketing practices that can triple team productivity and slash time to market
  • Learn the leadership principles and strategies to drive change, create a high-performance team culture and boost staff engagement.
  • Gain insights from interviews with leadership experts and authors, and marketing leaders from accross all industries including Uber, ABC, Calendly and EY.

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.