Meet The New Face At Groundspeak


Categories: Geocaching News Groundspeak


Groundspeak has new uber-expert on its payroll now …

Michelle Broderick

Michelle Broderick, formerly of San Francisco-based private-driver service Uber, has just been named as the Seattle company’s head of marketing. 

According to a post on GeekWire, “the marketing whiz who was promoted to a new role at Uber four months ago” has left the heavily-funded venture startup’s Seatt;e office for a new gig promoting 

“I want to focus on a Seattle-based company and geocaching fits well with my values and interests,” Broderick said.

The Western Washington University graduate had worked in marketing at Redfin, Yelp and RealNetworks before being named Uber’s head of global marketing earlier this year.



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  1. Nighthawk700 says:

    October 13, 2012 at 3:35 am

    Will be nice to see fresh ideas coming out of Groundspeak. Not that I think they are having problems, but always good to get new blood in to get new ideas and approaches. One thing that isn’t mentioned is has she been geocaching before? Not that it’s a requirement, but usually the lackeys go by their geocaching handles, and I didn’t see hers mentioned.

  2. -The-Happy-Wanderer- says:

    October 13, 2012 at 9:01 am

    She’ll have a hard time of it. There is an internal inertia in Groundspeak that seems to be extremely risk adverse and somehow GS never seems to complete anything properly*. The web site only got an overhaul when Garmin threw a fit with Open Caching, and none of those changes were (in the end) more than cosmetic.

    – Wherigo: stalled in Alpha, only the truly insane manage to make one and more often than not they don’t play well on Garmin devices and on the myriad of alpha and beta players on phones
    – Challenges: web interface to search for them in your extended area is impossible to use, no notifications, no “Pocket Queries”
    – New web submission form: been in “beta” for so long without any changes, it’s another incomplete orphan.
    – LIVE API: Inefficient, wildly restrained, development stalled/frozen

    They had a period where they opened themselves up to feedback from their customers and that was so overwhelming they’ve turned it all off again and are all in hiding.

    The whole show feels like it’s being run by committee and the final say is with the accountants (or the majority non-geocaching shareholders) that are focused on generating a steady return on investment by milking a cash cow.

    In the mean time, instead of developing and owning their market, their advantage in being first and owning the critical mass is now eroding. Alternatives to geocaching in one form or another are finding fertile soil and are eroding their product. Geocaching Australia, Openaching Germany, Garmin’s Opencaching, Munzees, Travel fleas and Pathtags are all expressions of dissatisfaction and a loss of market dominance for Groundspeak.

    It’s very clear that Groundspeak wasn’t a team of innovative people but a number of friends that were in the right place at the right time. In the end, there is no Zuckerberg-like entrepreneurship. No Jobs-like vision. No PASSION for anything but the Status Quo.

  3. Pete says:

    October 13, 2012 at 11:31 am

    @Nighthawk700: It may be good is she doesn’t have a geocaching background. A fresh perspective is quite valuable.

  4. professorbenson says:

    October 18, 2012 at 1:41 pm

    I’m glad to see her on board. I don’t think Groundspeak will lose it’s inertia.

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