Alex Chahin lives and breathes consumer psychology. He loves a great GTM deck and positioning statement like anyone else, but he's seen time and time again that the heart of user decision-making often stems from predictable irrationality. He's put consumer psychology tactics to the test leading teams at a number of high growth and world-renowned brands like Uber, Hims & Hers, American Express, and Lyft. This unique span of experience, rideshare, financial services, telehealth, and beyond, has given him a cross-industry sense of what works best and why. Currently, he is the Director and Global Head of Rider Product Marketing at Uber, where he leads a team that gets riders around the world to turn to Uber for their transportation needs every day, whether that's a classic UberX, a premium ride, or an Uber Moto. Known for his passion for marketing, high energy, and engaging talks, you are sure to leave his session with ten new ideas you'll want to try tomorrow. Having spoken at several conferences and designed the Product Marketing Alliance's Consumer Psychology masterclass, Alex is here to hand you the "unfair advantage" for the modern marketplace because if you aren't marketing to the subconscious, you aren't really marketing at all.