In a significant reshuffle of its marketing leadership, Uber has promoted Australian marketer Andy Morley to a broad APAC role and brought in Cashrewards CMO, Nicole Bardsley, as its new local marketing chief.

Morley's previous role as Head of Marketing for Uber ANZ will be filled by Bardsley, who was most recently the Chief Marketing Officer at Cashrewards for two years. Prior to this, she spent four years in senior brand marketing leadership roles at Westpac and also worked at Virgin Mobile.

Morley meanwhile becomes Director of Marketing for Asia Pacific, including Japan, South Korea, Hong Kong, Taiwan, India, Australia, and New Zealand.

"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. 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," said Morley.

Bardsley will be responsible for leading marketing in Australia and New Zealand for Uber and Uber Eats. She will begin her tenure at the Sydney office on Monday, 4 March.

"Like many marketers I’ve long admired and respected the brand work that Uber delivers time and again. 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," Bardsley said.

As reported previously on Mi3, Bardsley has helped Cashrewards add almost a million members in a year, doubling its base and growing active members by 51 per cent, after switching its advertising mix from 80/20 performance/brand to 65/35 brand and performance and adopting a bolder creative position.