Srebrina Tanova

Innovator // Strategist // Analyst

Current Sr. Product Manager at Discovery Inc. Former Supply Chain Systems Analyst at SpaceX and former Operations Manager at Uber specializing in product and software development, process efficiency, and content analysis and strategy.

Data is only as powerful as its storyteller and no amount of efficiency and process improvements can compensate for a lack of narrative. My unique skill set in both analytics and content creation has helped me to work cross-funcitonally to develop innovative driver marketing strategies by putting data behind our communications and understanding the needs of the end-user.

Alternative Driver Communications

Due to my constant push for innovation, I was able to develop and test unique driver communications tools and strategies.

  • Local partner podcasts (engaged 40+% of weekly driver base)

  • Webinars for new drivers (let to a 6% increase in driver sign-ups to first trip)

  • Used self-taught HTML knowledge to create custom and dynamic email templates to increase operational efficiency and quality of driver communications

  • Was the first US Ops to use and test in-app driver messages (increased communication opt-in rates by 10%)

Marketing Analytics

Due to my advanced analytical skill set and experience in campaign and content creation, I was asked to join our Marketing Team, for a 6 month time period, in order to lead marketing and content analytics. 

  • Executed extensive A/B testing on different means of driver communications, content, and frequency to become our market's driver communications strategist

  • Created and experimented with initiatives to improve the effectiveness of our communications by tailoring our messages to individual cohorts and experiences on our platform

  • Created dashboards to determine how overall decreases in driver communications have affected our user base and market health and presented these findings to CRM team to lead driver marketing strategy

  • Led the driver-side content campaigns for RNC 2016 and the Kentucky Derby 2017 in order to meet the necessary number of drivers needed

Content & Campaign Creation

  • Used technical skills in Photoshop, InDesign, and HTML to create visual assets, in accordance with brand guidelines, ranging from rider advertisements and promos to driver resources such as logistical maps and demand charts

  • Created and deployed our market's weekly driver newsletters to empower local drivers with the resources they need to increase their earnings and help localize their experience on our platform

  • Created and scaled automated email, SMS, and in-app messaging campaigns for education of early lifecycle drivers and re-engagement of churned drivers

  • Assisted Marketing team in creating assets for partnerships and local initiatives to promote Uber's positive presence in our communities

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