Uber's marketing / customer acquisition cost is their highest non-driver line item by a significant multiple.
They spent ~$3,200,000,000 ($3.2 billion) on sales & marketing in 2018 of which ~$1,800,000,000 is direct media / HR cost to drive customer acquisition.
In 2019 this number, as of the first quarter, has gone up substantially to a >$4b run rate.
With a burdened cost of $150k/yr for every single member of the 1,200 marketing team that makes up $180m of the total.
Uber operates in 600+ international major markets.
1200 employees (5% of organization total) covering and executing nuanced marketplace approaches for a budget of that scale is not out of range.
(1) https://qz.com/1592971/uber-ipo-filling-reveals-how-it-spend...
They spent ~$3,200,000,000 ($3.2 billion) on sales & marketing in 2018 of which ~$1,800,000,000 is direct media / HR cost to drive customer acquisition.
In 2019 this number, as of the first quarter, has gone up substantially to a >$4b run rate.
With a burdened cost of $150k/yr for every single member of the 1,200 marketing team that makes up $180m of the total.
Uber operates in 600+ international major markets.
1200 employees (5% of organization total) covering and executing nuanced marketplace approaches for a budget of that scale is not out of range.
(1) https://qz.com/1592971/uber-ipo-filling-reveals-how-it-spend...