How a Small Team Transformed Mobility for 5M Riders in Saudi - 80% Women
The Challenge
In Saudi Arabia, women faced a major obstacle: mobility.
Without the ability to drive, they couldn’t work, study, or move freely. Public transport was unreliable, private drivers were expensive, and ride-hailing wasn’t built for them.
Fixing this wasn’t just about business—it was about freedom.
How We Made It Happen
We expanded into every major city, making Uber a reliable daily option.
Instead of burning cash like competitors, we spent strategically—high-ROI marketing, referrals, and sustainable growth.
A lean team of ten executed at speed while others relied on big, slow-moving local teams.
We made ride-hailing easy to adopt through localized onboarding, guides, and awareness campaigns.
What Changed Everything
Saudi ran on cash, but Uber didn’t. We pushed HQ to enable it. The result? Business grew 6x overnight, and by 2015, 70% of trips were paid in cash.
We embedded Uber into Saudi culture through brand partnerships, city-specific activations, and creative campaigns—like delivering Hamburgini burgers before food delivery even existed.
Users who dropped off weren’t lost. Smart re-engagement campaigns brought them back and turned them into loyal riders.
The Impact
- Five million riders onboarded.
- Eighty percent were women who now had safe, reliable mobility.
- Uber covered all major cities, making ride-hailing a part of daily life.
- Cash payments unlocked mass adoption.
- A 10-person team transformed an entire market.
This wasn’t just about launching a service, it was about breaking barriers and proving that a focused team can change everything.