Uber Eats — Grocery & Retail: Growth Marketing, CRM & Omnichannel Campaign Strategy

⭐ Problem

The Grocery & Retail business needed:

✦ Scalable seasonal growth campaigns across the US and Canada
✦ Stronger customer acquisition, engagement & repeat transactions
✦ Personalized CRM journeys across email, push & in-app channels
✦ Optimized landing pages, merchandising & product discovery
✦ Effective merchant-funded and Uber-funded promotional strategies
✦ Accurate budgeting, forecasting & campaign performance measurement
✦ Competitive intelligence to strengthen market positioning
✦ Seamless cross-functional execution across multiple markets

⭐ Insight

✦ Seasonal shopping occasions create opportunities to drive consumer engagement and purchase intent
✦ Audience segmentation, personalized messaging & timely CRM communications improve campaign relevance
✦ Landing-page experience, product assortment & deep-link accuracy influence conversion
✦ A/B testing across creatives, offers & customer journeys helps identify growth opportunities
✦ SQL-driven analytics reveal customer behaviour, category performance & campaign effectiveness
✦ Competitive benchmarking identifies opportunities for promotional differentiation
✦ Localized merchandising, language & promotional eligibility are critical across US and Canadian markets

⭐ Strategy

✦ Integrated growth marketing across 10+ monthly campaigns
✦ Omnichannel CRM & lifecycle marketing across email, push, interstitials & in-app billboards
✦ Customer segmentation, audience targeting & personalized campaign experiences
✦ A/B experimentation, conversion optimization & customer journey improvements
✦ Seasonal landing-page strategy, digital merchandising & product discovery
✦ Promotional offer planning, incentive forecasting & budget monitoring
✦ SQL-driven performance analytics, competitive research & campaign retrospectives
✦ Cross-market localization & cross-functional campaign management

⭐ Execution

✦ Managed end-to-end growth campaign workflows, including planning, forecasting, CRM coordination, merchandising, QA, deployment & performance reporting

✦ Supported major seasonal campaigns, including Valentine's Day, Easter, Mother's Day, Father's Day, FIFA World Cup, Canada Day, Fourth of July, Back-to-School, Labour Day, Halloween & holiday retail

✦ Developed and optimized seasonal landing pages and curated collections across grocery, gifting, beverages, snacks, household essentials & retail categories

✦ Supported CRM campaigns across email, push notifications, interstitials & in-app billboards, including audience segmentation, campaign tagging, creative validation & deep-link tracking

✦ Built and validated audience cohorts using Bullseye and SQL-based workflows, supporting differentiated experiences for membership and promotional eligibility segments

✦ Supported A/B testing across campaign creatives, promotional offers, audience configurations & landing-page experiences to identify conversion opportunities

✦ Coordinated merchant-funded and Uber-funded offers, incentive forecasting, promotional eligibility, budget-versus-actual tracking & deployment readiness

✦ Analyzed campaign performance using SQL, Tableau & internal dashboards, evaluating impressions, CTR, conversion, transactions, category performance & year-over-year trends

✦ Conducted competitive benchmarking across delivery and ecommerce platforms, evaluating promotional positioning, CRM messaging, product assortments & customer journeys

✦ Coordinated US and Canadian campaign localization, including French-Canadian translations, market-specific merchant configurations & promotional messaging

✦ Collaborated with CRM, creative, merchandising, analytics, operations & localization teams to resolve campaign blockers and ensure launch readiness

⭐ Impact

✦ 10+ monthly growth campaigns supported across Grocery & Retail seasonal initiatives

✦ 60 curated collections supporting approximately 400K stores across reported Q3 campaign activity

✦ 12.39M impressions, 59.9K taps, 5.5K add-to-cart actions & 1.5K orders across reported Q3 campaign and collection performance

✦ +17% conversion improvement reported across growth initiatives, subject to final attribution verification

✦ 344K combined landing-page impressions across Canada Day & Fourth of July campaigns, with 1.0% US CTR and 1.2% Canada CTR

✦ Improved campaign readiness through audience validation, promotional QA, localized execution & cross-functional coordination

✦ Strengthened data-driven campaign planning through performance analysis, competitive insights & optimization recommendations

✦ Supported scalable omnichannel marketing execution across the United States and Canada