Launching Uber in New Zealand: From Controversy to Credibility
How do you introduce a disruptive brand when the global narrative is already working against you?
AJ Tills, Uber’s first employee in New Zealand, joins CRUNCH to reflect on the early days of launching Uber locally - from recruiting drivers with a backpack of iPhones to managing public questions about safety, legality and trust.
This episode explores the communications and marketing challenges behind one of New Zealand’s most recognisable market launches: how to educate a market, create social proof, work alongside policy and operations teams, and build enough legitimacy for people to download the app and try something new.
AJ Tills
GUEST SPEAKER
AJ Tills is a high-growth business leader whose career has spanned roles across New Zealand, Australia, the United States and Europe.
He began his career in marketing, building experience across New Zealand and the USA before joining Uber in 2014 as the company’s first New Zealand hire. Over the next six years, AJ worked across New Zealand and Australia before moving to Uber’s New York City office, where he became Chief of Staff for USA and Canada Marketing.
Since leaving Uber, AJ has continued to work with high-growth education and technology businesses, with senior roles taking him from New Zealand to London and Barcelona.
Now, AJ is heading to Texas to lead the USA launch of Exaba, a New Zealand technology company focused on helping Managed Service Providers retake control of their customers’ data and margins by enabling them to become local clouds.
Across his career, AJ has built a strong track record in launching brands, scaling businesses and leading growth in fast-moving international markets.
