Uber announced on Tuesday it has hired apple veteran Bozoma Saint John. Bozoma, a former Apple Marketing executive was hired by the ride-hailing company as its first Chief Brand Officer.

Her appointment comes at very curial time for Uber as it struggles to restore its reputation. The company has been in fire for months over its management and culture practices. On Tuesday, its spokeswoman said Uber had terminated 20 employees as a result of ongoing investigations into sexual harassment, bullying, discrimination among others. As part of its effort to address the issues, the company has created a confidential helpline and a system to log & track all complaints. Its employee handbook has also been updated.

Saint John who previously served as the head of global consumer marketing for apple music and iTunes was in charge of overseeing the brand’s popular campaigns. She rose through the ranks quickly and even took a center stage at Apple’s WWDC conference a year ago. It’s through the WWDC that the Ghanaian born executive rose to internet fame.Since then, she has received a lot of media attention including being listed in Fortune’s 40 under 40.