Michael Kovac/Getty Images
Michael Kovac/Getty Images

Uber has hired an Apple veteran to help it tell its story better as it looks to recover from a series of reports about its troubled corporate culture. 

The ride-hailing company on Tuesday announced that it has tapped Bozoma Saint John, a former Apple marketing executive, as its first chief brand officer. 

“Boz has a long track record of successfully creating emotional connections between people and the products they love,” CEO Travis Kalanick said in a statement. “Her creativity and deep understanding of consumers will allow us to build the same love and appreciation for Uber’s brand as we’ve built for Uber’s service.” 

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