The Effective CMO: Uber's Lucinda Barlow

The WARC Podcast · Aug 4, 2026 · 32m

Uber's Lucinda Barlow offers advice for marketers on how to build a safe culture for creative experimentation, identifying strategic blind spots, making decisions in times of extraordinary uncertainty and how to localise a global brand. Hosted by WARC's Rica Facundo.

Guests:

Lucinda Barlow, Head of International Marketing, Uber

Rica Facundo, Marketing Editor - Asia Pacific, WARC

Chapters:

00:00 – Introduction to The WARC Podcast with Uber's Lucinda Barlow

01:14 – Uber’s growth and category creation

03:43 – What is 'smart' risk taking?

07:13 – Overcoming fear, hierarchy, and failure in…