Uber's Marketing Layoffs Say a Lot About the Brand's Long-Term Challenges

Ad tech might solve some of Uber's problems, but not all of them

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At first glance, yesterday’s bombshell that Uber had slashed 400 people from its marketing department—this on the heels of an $8.1 billion IPO that drove its total marketing value to $75.5 billion—felt counterintuitive. If Uber’s goal is to be the leader in on-demand mobility, recapture some of the public esteem of its early days and, ultimately, turn a profit, why would it take a hatchet to the department that can help get it there?

Look under the hood, however, and the move makes more strategic sense.



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