Melissa Chen
Head of promoting
UberEats
Taiwan
Main probably the most aggressive marketplace for Uber globally, Melissa Chen has been instrumental in taking the UberEats enterprise to a transparent market management place by constructing an iconic model embedded deeply into Taiwanese tradition.
Born and raised in Taipei, Taiwan, Chen is deeply engaged with the individuals and tradition of the land. A lot of the campaigns she leads are rooted in native insights which has made UberEats Taiwan one of the vital engaged on-demand supply markets at Uber, with the shopper base rising greater than 10 instances from the place it was.
Considered one of Chen’s newest achievements is the “Pleasure of Taiwan” marketing campaign, got down to rejoice the native meals tradition and set up UberEats as an integral a part of the Taiwanese delicacies panorama. The Taiwanese individuals had been empowered to vote for his or her favorite native meals, with the marketing campaign culminating with Taiwanese bubble tea being featured in Instances Sq., New York Metropolis.
It drove important outcomes for Uber Eats together with a + 3ppt in native choice notion, + 27% income uplift from native meals, and + 41% improve in first-time orders. The marketing campaign was even being picked up by Bloomberg, with them reporting “How Taiwanese Bubble Tea Has Taken Over the US.”
After solidifying a model benefit within the core meals supply service sector, Chen launched the “Meals and Items Like That!” (2022) and “Almost Get Something” (2023) campaigns to speed up consciousness that UberEats supply extends past restaurant meals. The campaigns cemented Taiwan because the chief in grocery consciousness throughout the Uber ecosystem with a + 15ppts raise since 2022.
Chen is an advocate of long-term model constructing slightly than quick time period gross sales activations which have taken priority put up the pandemic. She spoke on the digital 2021 Cannes Taiwan Artistic Week to advocate for long-term dedication to extend artistic effectiveness that may in the end drive enterprise success, utilizing the newly launched Artistic Effectiveness Ladder measurement from WARC and Taiwan UberEats campaigns for a case research.
Recognised by Marketing campaign Asia-Pacific as a Lady to Watch in 2022, and PRvoke Media’s Innovator 25 APAC, Chen is an energetic Taiwan consultant throughout APAC trade boards.