Uber hired its first global chief marketing officer, longtime Coca-Cola marketing executive Rebecca Messina, according to The Wall Street Journal.
The hire comes as the San Francisco-based ride-sharing company attempts to shore up its reputation after a series of corporate scandals. The scandals ranged from reports of drivers being mistreated to allegations of discrimination and sexual harassment at the firm. The scandals eventually led to the resignation of Uber's co-founder and CEO Travis Kalanick last year.
Ms. Messina said she moved to Uber due to the brand's "potential" and the "utility that it gives" its consumers, according to WSJ. Ms. Messina faces the task of restoring brand trust while making Uber stand out against competitors like Lyft, according to the report.
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