Adam Grenier, former Head of Growth Marketing at Uber, discusses organizational structure for scaling companies.
Assertion Supported
Didi and the Chinese Government Had Full Access to Uber's Data
“It became very clear that everyone had all our data. Didi knew everything we were doing whereas, like, Lyft and Uber always knew what each other were doing, because we were watching each other, we're friends, things like that, but, like, we never had each othe…”
Insight
Full Marketing Channel Attribution and Consistent CAC Metrics Are Impossible
“I agree. I think it's bullshit. I think it's a really, as, like, a, the expectation that it's going to be a consistent metric across channels, and having, like, a full view of everything that could be included in that is, is impossible. Like, it's not, Unlikel…”
Insight
Founders Should Hire Growth Teams Only After Achieving Organic Growth
“I think it's hiring because they need growth, rather than hiring because they have growth.”
Disclosure
Uber Dissolved Its Centralized Growth Team Prior to Grenier's Departure
“So like we actually, all of those functions within the growth team eventually actually merged back into the core business to where by the time I left, we actually didn't have a centralized growth team anymore.”
Assertion Supported
Uber Built Its Growth Team by Hiring Cross-Functional Leaders Simultaneously
“When we built growth at Uber, like we infused an entire team In one fell swoop, right? Like, and Ed was hired, and he hired myself, a head of product, a head of engineering, a head of design head of analytics.”
Assertion Not checkable as stated
Uber Never Solved How to Allocate LTV Between Drivers and Riders
“And there's like, this is one of those challenges that like we've had, we had like dozens of data scientists working with it and we never got a great answer to it.”