Uber Eats Taiwan's head of marketing departs

Uber’s head of marketing for Taiwan delivery (Uber Eats), Melissa Chen (pictured), is exiting the company after nearly seven years. 

In a conversation with MARKETING-INTERACTIVE, Chen said she felt it was the right moment to pause, reflect, and reposition for long-term growth after her years with Uber Eats.

“I’m now exploring leadership opportunities where I can contribute to business transformation and sustainable growth— drawing from my experience leading brand evolution, consumer behaviour shifts, and cross-functional strategy in a fast-scaling platform business,” she added. 

During her tenure at Uber as head of marketing for Taiwan delivery, Chen led brand, growth, and campaign strategy for Uber Eats Taiwan. She collaborated with global, regional, and cross-functional teams in a highly matrixed organisation to drive business results through above the line (ATL), digital, social, and membership programmes.

Chen reported to Uber’s APAC marketing leadership while also serving as a member of both the APAC marketing leadership team and the Taiwan leadership team.

While at Uber, Chen scaled Uber Eats into a household name and led category growth in Taiwan through integrated growth marketing and culturally resonant brand campaigns. She also led global-first pilots—including grocery and retail, membership, and brand evolution—positioning Taiwan as Uber’s most engaged delivery market globally. 

Prior to her most recent role, Chen served as senior marketing manager for Uber Eats, where she established a new category behaviour for online food delivery in Taiwan, according to her LinkedIn. She also led growth marketing and increased category penetration in Taiwan by launching new cities, expanding from three to national coverage, and implementing marketing programmes focusing on new user acquisition.

According to Chen, Uber worked with a strong mix of local and regional partners across creative, media, digital, and PR. 

Before Uber, Chen worked at Johnson & Johnson for over eight years, where her final role was senior product manager for Orthopaedics. She made a cross-sector transfer to help the organisation build marketing competency in the medical industry. Additionally, she led the strategic planning for the Orthopaedics medical devices portfolio, which included Trauma, Joint Reconstruction, Sports Medicine, and Power Tools.

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In November last year, Uber Eats Taiwan appointed Taiwanese singer Lala Hsu as its latest brand ambassador. It also launched a campaign video that reinterpreted Hsu’s song “身騎白馬,” presenting the message that while she may not be able to order a "white horse," she could find her favorite foods available on Uber Eats.

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