Uber Consolidates APAC Marketing Under Single Regional Leader
Uber consolidates Asia Pacific marketing under single regional leader. Ally Doubé promoted internally to oversee nine markets across rides, food delivery, and membership programs.
Uber has appointed Ally Doubé as Asia Pacific Marketing Director, placing her in charge of marketing across nine markets spanning rides, food delivery, and its subscription membership program.
Doubé, an Australian based in Tokyo, has been with Uber since 2020. She steps into the regional director role after holding four progressively senior positions within the company.
Four Roles, Five Years, One Region
Doubé's path to the regional director position ran entirely through Uber's internal ranks. She joined in 2020 and moved through four roles: APAC Head of Brand Strategy for Uber and Uber Eats, APAC Head of Brand Marketing, Head of Marketing for Japan and South Korea, and now APAC Marketing Director.
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Her predecessor, Andy Morley, departed in September of the prior year after nearly a decade leading APAC marketing. Uber filled the position through internal promotion rather than an external search.
Lucinda Barlow, Senior Director and Head of International Marketing at Uber, cited Doubé's track record directly. "Ally brings a powerful combination of strategic acumen and courageous leadership that galvanizes teams, propels brands, and drives extraordinary growth," Barlow said.
Doubé will report to Barlow, placing APAC marketing within Uber's broader international marketing structure.
Nine Markets, Three Business Lines
Doubé's remit covers Australia, New Zealand, India, Japan, Hong Kong, Taiwan, South Korea, Sri Lanka, and Bangladesh. The portfolio spans Uber's mobility (rides), delivery (Uber Eats), and Uber One membership services under a single regional marketing leader.
She will lead regional campaigns, manage partnerships, and develop marketing strategies across markets that range from mature, high-income economies to emerging, high-population-growth countries. Each requires a different marketing approach, from brand-building in established markets to basic awareness campaigns in newer ones.
Doubé will also continue leading Japan marketing during the transition period, until a successor is named for that market.
Campaign Asia 2025 Recognition Preceded Promotion
Doubé's elevation follows a strong performance record in Japan. Under her leadership as Head of Marketing for Japan and South Korea, Uber Japan won Campaign Asia's 2025 Brand of the Year and Partnership of the Year awards. Doubé was also named Marketer of the Year by Campaign Asia in the same cycle.
Japan presents a particular challenge for Uber because traditional ride-hailing is heavily regulated, making Uber Eats the company's primary consumer product in that market. Winning Brand of the Year in that operating environment placed Uber Japan ahead of domestic competitors with deep local brand recognition.
Uber Eats became a household favorite in Japan during Doubé's tenure leading the market.
Background Before Uber
Before joining Uber, Doubé held senior roles in strategic innovation and brand strategy at Austrade, the Australian government's trade promotion agency, and at Campbell Arnott's, the food company operating across multiple APAC markets.
Doubé commented on the appointment: "APAC has always been one of Uber's most creative and fast-moving regions. I'm excited to keep pushing what's possible here and turn that momentum into the next chapter of growth across Rides and Delivery."
Uber has stated four priorities for APAC marketing under Doubé: sharpening brand impact, strengthening go-to-market execution, scaling proven ideas more quickly, and building a high-performance marketing culture across the region.
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