Uber today announced that Zhenya Lindgardt has joined the company as vice president of Customer Engagement & Business Strategy.

Zhenya will have responsibility for customer engagement within and across the offerings on the Uber platform — rides, food delivery, e-bikes and e-scooters. She will be the global business leader for Uber Rewards, the program that gives people more reasons to choose Uber and Uber Eats with earned benefits such as priority airport pickups, flexible cancellations, priority support, and Uber Cash rewards. Zhenya will also lead business strategy across Uber’s global rides platform, and will have responsibility for the company’s Product Ops function.

“Customer engagement is an increasingly important area of focus for Uber, as we emphasize building long-term relationships with users on our platform,” said Barney Harford, Uber’s Chief Operating Officer. “I’m delighted to welcome Zhenya to Uber as vice president of Customer Engagement & Business Strategy, a newly created role which will align teams across the organization against this important effort.”

“Uber is an iconic company that is revolutionizing mobility and local services,” said Zhenya Lindgardt, Uber’s new vice president of Customer Engagement & Business Strategy. “I’m excited to contribute to this ongoing transformation by enhancing customer engagement and efforts to make the platform increasingly valuable for participants.”

Zhenya joins Uber from Boston Consulting Group where she has worked for the last 18 years, most recently serving as Senior Partner and Managing Director. Her passion is for spotting unmet customer needs or pain points and developing creative solutions to meet them. While at BCG she worked across a range of global industries including telecom, energy, consumer and health care, with a focus on strengthening clients’ value propositions. Her business expertise also includes marketing, having led global marketing efforts for BCG’s corporate finance and strategy practice and North America region.

Zhenya is a member of the board of directors for City Harvest, a New York City hunger and food rescue organization. She grew up in St. Petersburg, Russia, and moved to California to go to the University of Southern California, where she earned a B.S. degree, before moving east to earn her M.B.A. at Harvard Business School.