Calandra ParamitaBrooklyn, NY
Brand StrategistEmail



As Uber Advertising grew into a serious global business, it needed a distinct identity and voice that still felt unmistakably part of Uber. Its story also had to work across a complex portfolio of products, audiences, and international markets.

Calandra led the strategy across the engagement, aligning stakeholders throughout North America, EMEA, and LATAM around a shared direction for the brand.

She translated that direction into a global brand platform and flexible messaging framework, clarifying Uber Advertising’s narrative and value proposition while giving teams a consistent system they could adapt across audiences and markets.


Global Brand Identity & Messaging Platform

Strategy Lead
July – November 2025
Research, brand strategy, narrative & messaging framework


RECENT / SELECTED WORK



  1. Uber Advertising — Global brand platform and messaging · 2025
  2. Electronic Arts — Identity rollout and Social Impact brand system · 2025
  3. Google Gemini — AI product storytelling and social strategy · 2025






See all work here. 
© Calandra Paramita 2026