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After news broke of her departure from Apple as Head of Global Marketing, Bozoma Saint John is taking her talents to Uber.

The 40-year-old marketing executive will serve as ride-sharing company’s Chief Brand Officer. Saint John will reportedly help reposition Uber’s place in the market. More specifically, she is expected to “turn the tide on recent issues.”

Those “issues” include trying to justify its $70 billion valuation and its not-so-great reputation with diversity.

Saint John, who also worked at PepsiCo as Head of Music and Entertainment Marketing, said she’s well aware of Uber’s challenges and is looking forward to steering the company’s rebranding.

“I know what I’m walking into,” she said, according to Recode.“I think it’s a really exciting time to tell the story well. Certainly there have been lots of things that have been swirling around [about] Uber but I’m interested in telling the story about the service and what is happening from the brand standpoint.”

“I have to focus on what I have to focus on,” she added. “There’s not a lot I can do about what’s already happened at Uber.”

 

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