Cashrewards CMO Nicole Bardsley has left the role to become head of marketing at Uber, Uber Eats, and Uber Car Share ANZ Mediaweek can reveal. She begins on Monday.
Bardsley was at Cashrewards for two years, joining in January 2022. In her new role, she will report to Andy Morley, who last June was promoted to director of marketing of Uber and Uber Eats across Asia Pacific – spanning Japan, South Korea, Hong Kong, Taiwan, India, Australia, and New Zealand – creating the vacancy Bardsley has now filled.
Morley said an international search was conducted to find Bardsley, with the recruitment panel struck by her resume.
“The benefit of having a high performing marketing team in Australia – with a reputation for brilliant creative output and a chain of impactful locally crafted campaign work – is that we fortunately attract incredibly strong candidates,” he said.
“Our global selection panel was most impressed by the strategic acumen, brand expertise, passion for cut-through communications and historic impact Nicole has enjoyed across many roles throughout her career. I’m delighted to be able to welcome Nicole to the Uber team.”
Before her time with Cashrewards, Bardsley held roles with Westpac (head of brand, advertising & social), Virgin Mobile Australia (director of brand & customer), and Foxtel (head of strategic planning, marketing).
“Like many marketers, I’ve long admired and respected the brand work that Uber delivers time and again,” Bardsley said of the new role.
“Uber is finely tuned to culture and celebrated for that with a slew of successful campaigns, but what attracts me most to this role is the opportunity to build on a legacy of highly impactful and effective work with this exceptional team.
“I’m incredibly excited to be joining Uber, and I’m energised by the challenge of continuing to make Uber, Uber Eats, and Uber Car Share front of mind for millions of Australians and Kiwis who interact with the Uber platform every month – no matter where they’re going, or what they’re getting.”
At Uber, she will work with creative agency Special Group, whose Uber Eats work is among the agency’s most-lauded. Most recently, Special was responsible for Uber Eats’ Super Bowl work, which featured David and Victoria Beckham.
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Bardsley is not the only member of the marketing team to depart Cashrewards recently. At roughly the same time she began in the CMO role, the business named Matthew Poulier – formerly of Westpac, M&C Saatchi, and DDB – as head of brand. In January, Poulier left the brand to become global head of brand and content at Employment Hero.
Cashrewards is the country’s biggest cashback platform, with 2m members and more than 2,000 retail brand partners. In her time at the brand, Bardsley led her team to reposition and modernise the brand, improve the customer experience, and create a new investment strategy.
Last month, it named Lachlan Brahe as general manager of retail media.