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Uber hires its first chief marketing officer

Uber's app icon. Photo Illustration: Thomas Trutschel/Photothek via Getty Images

Uber has hired Rebecca Messina, formerly at Beam Suntory and a long-time Coca-Cola Company executve, as its first chief marketing officer.

Why it matters: CEO Dara Khosrowshahi is filling out the C-suite as he continues to eye a 2019 IPO. Previously, Uber had a chief brand executive and a president of ride-hailing largely responding for marketing efforts, but this is its first full-fledged CMO.