Former Netflix and Uber executive Bozoma Saint John reveals that rejecting the advice to 'tone down' her personality was pivotal to her career advancement, enabling her to lead major brands in consumer services and media.
- Bozoma Saint John rejected advice to 'tone down' her personality early in her career
- Led global marketing at Netflix, contributing to audience growth for major original content
- Played a central role in Uber’s brand recovery and Apple Music’s 40% user growth
- Apple’s digital services revenue reached $84.5 billion in 2023, up 14% YoY
- Her leadership style emphasizes authenticity and emotional intelligence
- Her journey influences diversity and inclusion strategies in media and consumer services
Bozoma Saint John, known for her leadership roles at Netflix, Uber, and Apple Music, has publicly shared a defining moment in her career: choosing to disregard advice to temper her bold, vibrant personality. She recalled being told early in her career to 'be more reserved' and 'fit in' to corporate environments, a suggestion she now views as limiting. By refusing to shrink herself, Saint John cultivated a leadership style that emphasized authenticity, emotional intelligence, and inclusive innovation. Her decision to remain unapologetically herself contributed to her ascent in high-visibility roles. At Netflix, she led global marketing strategies for original content, helping drive subscriber growth during a period of intense competition. Under her oversight, campaigns for titles like 'The Crown' and 'Ozark' became cultural touchstones, directly influencing viewer engagement metrics. Her tenure at Uber spanned key brand repositioning efforts during a period of crisis, where her work in rebuilding public trust was instrumental. The financial impact of her influence is measurable: during her leadership at Apple Music, the service expanded its user base by over 40% in two years, increasing its market share in the digital music space. This growth trajectory coincided with a notable rise in Apple’s digital services revenue, which reached $84.5 billion in 2023—an increase of 14% year-over-year. Saint John’s journey underscores how personal agency and self-advocacy can shape professional outcomes. Her story resonates particularly in industries where representation and authentic leadership are increasingly valued, impacting hiring practices and diversity initiatives at major consumer services and media companies.