Hi, I’m Carley Lake. 

Product & Brand Marketing Leader

Trust, Safety, & Community Expert

Creating and scaling trusted, joyful, and beloved consumer and B2B products.

Previous experience includes:

  • Key driver of Uber’s global Trust, Safety, & Insurance product marketing, partnerships, and GTM strategies

  • Co-launcher of Uber Eats and original PMM (acquired and scaled the first Eats restaurants)

  • Co-founder/CEO of community-first secondhand marketplace Lucky Sweater

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Founder/Brand Builder

  • After launching Uber Eats and leading Uber’s global Trust & Safety product marketing and program initiatives, I co-founded and ran Lucky Sweater, a community clothing swap app that puts community and curation at the center of secondhand with communities of fans of sustainable fashion, handmade items, vintage clothing, outdoor gear, and more.

  • Current advisor to the exec team.

  • Raised $1M from Precursor Ventures, Amasia Ventures, Keiki Capital, Henry Davis and Bryan Mahoney (Co-founders of Chord and former Glossier COO + CTO), Jerod Mayo (New England Patriots Head Coach), Ryan Caldbeck (Chairman/Founder of CircleUp), and more.

  • Led trust & safety, policy, operations, marketing, brand, community, biz dev, company strategy.

  • Scaled the app to 50,000 items traded and 60,000 pieces of advice given.

  • Launched our buying and selling capabilities and premium paid memberships (growing 30% MoM).

  • Previously Director of Brand + Product Marketing — Safety & Insurance @ Uber.

  • Developed and oversaw Uber’s first global safety strategy and narrative for product, marketing, policy, and comms.

  • Created Uber’s Community Guidelines.

  • Led marketing and launch strategy for Uber’s first Safety Transparency Report, including full-page takeovers in NY Times, LA Times, and Wall Street Journal.

  • Co-built Uber's human trafficking education commitment and comms.

  • Led all women’s safety marketing and agency management globally.

Product Marketing Leader

  • Launched Uber Eats on the original 3-person launch team. Onboarded first 60+ restaurants to the platform in 2 months and led all product marketing. (Fun fact: its original name was UberFRESH!)

  • Built Uber’s first restaurant onboarding process and restaurant management playbook as B2B lead.

  • First 500 employee at Uber. Launched Uber rides business in multiple high-volume cities in California including Riverside and San Bernardino.

  • Led the national turnaround efforts of driver sentiment across the US and Canada. Launched campaigns that increased driver loyalty and satisfaction by a significant 11%+. I especially loved creating the Uber Artist program. Example of one of the campaign initiatives.

Partnerships & GTM Expert

  • Previously led content and UX strategist at Ogilvy & Mather Chicago.

  • Oversaw the digital campaigns for Ford’s multi-market events; resulted in 44,000 vehicle leads and 200 cars sold.

  • In charge of content strategy and SEO for SC Johnson.

  • Built digital strategy and campaigns for additional enterprise and consumer clients, including Jim Beam, Huggies, CDW, Walmart, and more.

Content Strategy Nerd

Interested in more information or a complete resume? Please get in touch below or email me.

Advisor/Consultant

  • Advisor and consultant for product teams, personal brands, and startups, including Lucky Sweater.

  • Sample advisor work includes Tinder (trust & safety), Queersound (brand building), Nan Watts Coaching (brand building).

I love…

Trust & Safety

Responsible AI

Product Marketing

Brand Storytelling + Campaigns

Strategic Partnerships

Product Management+ Strategy

Influencer + Social Marketing

Secondhand Marketplaces

GTM Strategies

SEO + Content Strategy

O to 1 Team and Product building

B2B + Consumer Marketing

Press Highlights

My core beliefs

  • Trust and safety aren't just features—they're the foundation that every enduring company must build upon.

  • The best ideas come from bringing diverse perspectives together. Cross-team collaboration creates magic that working in silos never can.

  • Simple solutions beat complex ones. My strength lies in turning difficult challenges into clear strategies teams can easily act on.

  • As Paul Graham wrote, curiosity paired with ambition drives innovation—a philosophy that guides the work I do.

Some fun facts

  • I once played digital matchmaker for my grandma, leading to her current 5-year romance. (Go Gen and Vic!)

  • I was born in LA, studied in Chicago, built most of my tech career in SF, spent five years in Amsterdam in startup mode, and am now Brooklyn-bound.

  • My partner and I adopted a cat during Covid. Surprise! She was pregnant with two kittens. We kept the two kittens.

Lucky Sweater

Lucky Sweater

I launched and built Lucky Sweater, the app that makes it easy and fun to trade inspiration, advice, and items with your favorite niche communities.

We transformed secondhand shopping into trustworthy, safe, and curated experiences consumers deeply desire—solving all their secondhand barriers and needs.

The app is backed by Precursor Ventures, Amasia VC, Jerod Mayo (New England Patriots Head Coach), Matt Verghese (Director of Product at Twitch), Ryan Caldbeck (Founder of CircleUp), and more.

Get in touch

I’m currently taking on a couple more select clients for consulting and advising.

Feel free to email me at carleylake22@gmail.com or set up a no-charge discovery call to chat. Let’s see if it’s a fit!