Uber promotes Andy Morley to regional role, nabs Cashrewards’ CMO to fill head ANZ marketer role

Cashrewards’ CMO Nicole Bardsley has stepped into the head of marketing role at Uber ANZ, replacing Andy Morley who has moved into a larger regional role.

Bardsley joins Uber after two years as chief marketer at Cashrewards, where she overhauled the brand’s media investment strategy, achieved consistent member growth, and repositioned and relaunched the eight-year-old brand within 12 months.

Nicole Bardsley

Prior to Cashrewards, she held senior brand marketing leadership roles at Westpac and Virgin Mobile.

In her new role at Uber, which she starts on March 4, she will lead the Australia and New Zealand marketing teams, helming campaign properties including ‘Get Almost, Almost Anything’, ‘Uber One – Savings That Don’t Disappoint’, Uber Reserve, Uber Carshare, and more.

She will report directly to Andy Morley, who has been promoted to a new regional role.

Now serving as director of marketing, Uber & Uber Eats APAC, Morley will be responsible for overseeing the Australia, New Zealand, Japan, South Korea, Hong Kong, Taiwan and India markets.

Mumbrella understands the search to fill Morley’s ANZ role was an extensive, month long process.

Andy Morley

He told Mumbrella: “The benefit of having a high performing marketing team in Australia – with a reputation for brilliant creative output and a chain of impactful locally crafted campaign work – is that we fortunately attract incredibly strong candidates.

“Throughout the process we considered marketers locally and internationally. Our global selection panel was most impressed by the strategic acumen, brand expertise, passion for cut-through communications and historic impact Nicole has enjoyed across many roles throughout her career.

“I’m delighted to be able to welcome Nicole to the Uber team,” he added.

Bardsley said she’s long “admired and respected” Uber’s brand work, describing the brand as “finely attuned to culture and celebrated for that” through its successful campaigns.

“But what attracts me most to this role is the opportunity to build on a legacy of highly impactful and effective work with this exceptional team,” she told Mumbrella.

“I am incredibly excited to be joining Uber and and I am energised by the challenge of continuing to make sure Uber, Uber Eats and Uber Carshare are front of mind for the millions of Australians and Kiwis who interact with the Uber platform every month – no matter where they’re going or what they’re getting,” she added.

Bardsley will start the new role this coming Monday, March 4.

Morley will be speaking at Mumbrella360 this year, alongside heads from eBay, Mable and EssenceMediacom, teaching delegates ‘Lessons from Brands on the Rise’.

The session will explore why and how Uber, among the other brands, has successfully grown despite the countless challenges facing society.

Tickets to Mumbrella360 are available now.


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