Uber poaches Target exec

Uber Technologies has plucked a top executive from Target to help lead the growing ride-services company and reshape its image.

Uber said on Tuesday it hired Jeff Jones, chief marketing officer for Target, to oversee the bulk of its global operations. Jones will be president of ride-sharing at Uber, running local Uber services in every city, as well as marketing efforts and customer support.

The hire underscores efforts by Uber, which has become the dominant on-demand ride service, to bolster its reputation and brand. Since 2009, the company has aggressively expanded to more than 450 cities, at times steamrolling regulators and launching campaigns against local lawmakers.

Jones joined Target in 2012 to rejuvenate its brand and is credited with modernizing the retailer’s marketing efforts. He led campaigns including #MoreMusic, under which Target partnered with singer Gwen Stefani for a live video that aired during the Grammy Awards and released exclusive tracks from artists such as Adele, part of an effort to burnish Target’s cool image.

Prior to that, Jones led marketing for Gap and worked for Coca-Cola and advertising firm McKinney.

Uber Chief Executive Travis Kalanick said in a blog post that he and Jones met in February and “within minutes we were debating how Uber could improve its reputation.”

Jones’ exit is the latest in a string of executive departures from Target, which has made a series of management changes since last year.