Strategic Partnerships
Marketing Strategy
Campaign Strategy
Government Relations
Public Relations
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The situation
Uber has changed how we move. With the rapid rise of ridesharing in Southeast Asia, my role was to grow Uber’s presence in Malaysia via Strategic Partnerships. This included deals with large telco companies, banks, brands, and government agencies.
Case Study #1
One of the deals I led, closed and executed was a partnership with the largest telco provider in Malaysia. With its vast network of millions of users, it was a prime opportunity to work on a multi-faceted deal with them that covered both rider and driver acquisition and retention.
We began designing marketing campaigns that covered airport rides, zero-rating data for drivers, and free rides for their customers as part of their loyalty program.
Imagine you’re traveling to a new country and there are 2 things that you would need - a local number and a ride out of the airport. As part of the deal with Celcom, we packaged discounted airport Uber rides in every number issued at airports nationwide. Plus, Celcom covered the costs of prime OOH spots across airports as part of the deal.
Another part of the partnership covered special discounts on Uber for millions of Celcom users nationwide. This was a massive win for both Uber and Celcom in providing value for all Malaysians.
Zero-rating the Uber app for drivers meant that they could earn with minimal data charges, thus increasing their take-home earnings with every ride on the platform.
Zero-rating the app for Uber’s drivers meant it reduced telco costs to drive on Uber by 60%.
Case Study #2
Working with the Malaysian government was a very important part of Uber’s strategy. One of the agencies we worked with was the National Retirement Fund of Malaysia.
With more and more Malaysians opting to drive on Uber’s platform as a primary source of income, it became apparent to the government that it needed to design a plan in partnership with platforms like Uber.
Through this deal (snapshot of the national newsletter), I led the deal strategy and campaign to educate and encourage drivers to save for retirement via the national SP1M program. This program further embedded Uber’s presence as part of the Malaysian economy.
