Uber’s new chief brand officer joins with a stellar résumé, but it could prove difficult to fix the ride-sharing firm’s image without changing the culture first

Bozoma Saint John stole the show at Apple’s annual developer conference in 2016, injecting some cool into a sea of dad-dancing during her presentation on the company’s music-streaming service.

Last month she joined Uber as the company’s first ever chief brand officer, with a remit to “change the perception of the brand”. The company is in desperate need of an image overhaul after months of allegations of toxic work culture, sexual harassment and a series of high-profile executive departures, including bad-boy chief executive Travis Kalanick.

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