Executive ghostwriting: Thought leadership

As part of our public relations and brand awareness goals at Turo, we wanted to start elevating our CEO as a thought leader in the tech, automotive, and sharing economy spaces. So starting in 2017, I started interviewing Turo CEO, Andre Haddad, on high PR-potential topics and drafting thought leadership posts on his behalf. Several articles have been cited in high-profile press hits, specifically The immigrant as innovator, where, in the midst of a tense political and xenophobic climate, Andre reflects on his own journey as an immigrant and refugee, and the importance of diversity for business success.

Our interviews were often just conversations, where Andre would provide his key perspectives and viewpoints, and leave the narrative spinning, thesis, and storytelling to me. Below are some highlights, as well as another executive thought leadership post that I ghostwrote for Joel Lockwood, former President of Ozone Online.

The tumult and the triumph: Overcoming pandemic pandemonium and aligning around a human-centric future >

We look at the pandemic aftermath and the peaks and valleys that resulted from it. Published June 2024.

CEO letter, Turo S-1 >

As is customary for an IPO, I drafted Andre’s CEO letter, where he reflects on how he got to where he is now, and why he believes in the magic of marketplaces. Published February 2022.

Why fleet-based car sharing is doomed >

Reflecting on Car2Go’s recent exit from the car sharing game, Haddad takes a look at fleet-based car sharing models and explains why peer-to-peer car sharing is the scalable alternative. Published October 2019.

The great American car conundrum >

Haddad examines the soaring costs associated with car ownership, diagnosing the thorny conundrum that success in America is demonstrably tied to vehicle ownership, but balancing the economics are a Sisyphean task for most average Americans. Published April 2019.

Big business bullies versus scrappy innovators >

Embroiled in a heated, legislative battle with incumbent competitor Enterprise Rent-A-Car, Haddad calls out the behemoth bully for using insidious tactics to attempt to stifle innovation and consumer opportunity. Published April 2018.

The immigrant as innovator >

In the midst of a tense and xenophobic cultural climate, Andre candidly discusses his own journey as a refugee and immigrant, arguing that it’s the spirit and fight that germinates from adversity that gives rise to some of modernity’s greatest business innovations. As covered by the SF Chronicle here. Published August 2017.

Data-driven marketing: Keeping it relevant >

When I worked for Ozone Online, a digital marketing agency with a specialty in demand generation, the leadership team wanted to become thought leaders in the marketing space. So I worked with Joel Lockwood, then the agency President, to create an op-ed post on the hot topic du jour (in 2013), data-driven driven marketing.