Profile of a Growth Marketer: Marco Barrientos – Uber LATAM

Profile of a Growth Marketer is an ongoing series where we feature performance marketing industry leaders from around the globe.

Uber is experiencing some exciting growth around the globe, bringing new transportation opportunities and solutions to people in ways that make their lives easier.

We asked Marco Barrientos, Uber’s Growth Marketing Manager for the Affiliates Channel in LatAm, to give us a glimpse into his marketing journey and what it’s like helping Uber expand in Latin America.

 

WHAT DO YOU DO IN YOUR ROLE AT UBER AND HOW DID YOU GET STARTED IN IT?

As the Growth Marketing Manager for the Affiliates Channel in LatAm, I am responsible for the acquisition of new drivers, riders, couriers, and eaters and increasing the number of trips they make, all while ensuring they have the best customer experience with Uber.

My first contact with marketing was in 2014 at Procter & Gamble. While there, I launched the online brand strategy for Gillette and Always brands and the Brand Health dashboard that offered real-time marketing metrics for the entire organization.


WHAT DO YOU FIND MOST REWARDING ABOUT WORKING WITH UBER’S AFFILIATE PROGRAM IN LATAM?

The thing I am most passionate about working at Uber is that I know I am contributing to improving the daily lives of LatAm users. Through safe, inexpensive and high-quality transportation, we’re connecting people with the places they need to go every day in ways that many did not know existed.

WHAT DO YOU SEE AS SOME OF THE BIGGEST CHALLENGES IN ONLINE MARKETING TODAY?

The biggest marketing challenge I see for the region is that most companies are product-focused instead of being customer-focused. From our perspective, marketing should start from the consumer and then work backwards from there. This makes it possible to design the best product and solve the needs of most people – needs that they might not even know they had.


FROM YOUR EXPERIENCE, HOW HAS THE AFFILIATE MARKETING MODEL ADDED VALUE TO UBER’S ONLINE MARKETPLACE?

The Affiliate Marketing model has proven to be one of the most effective, especially for Uber. It allows us to reach our consumers on a large scale through various channels, including apps, websites and trusted media. Taken together, this contributes to our ability to provide consumers with a quality service at an efficient cost.


WHAT ARE THE ADVANTAGES OF WORKING WITH ACCELERATION PARTNERS?

The Acceleration Partners team enhances Uber’s affiliate model by sharing partner leads from their extensive database, providing their expertise from working in other regions and supporting our team in LatAm with effective training and reports that help our decision marketing process.

 

 

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