Obama strategist David Plouffe joins smartphone car-hailing service Uber

A political strategist who ran US President Barack Obama's winning campaign in 2008 has hopped on board at controversial smartphone car-hailing service Uber.

The move signals that Uber has no intention of backing down in the face of growing pressure from regulators and traditional taxi operators intent on putting the brakes on internet-age car services.

David Plouffe will become senior vice-president of policy and strategy from late September. He will manage Uber's global policy and political activities, communications, and branding efforts, Uber chief executive Travis Kalanick said in a blog post, describing Plouffe as "a proven field general and strategist".

"I couldn't be more excited about Uber's new leader, who will be bringing the expertise, wisdom, and strategic mindset to the next phase of the Uber movement, shepherding us well beyond the challenges of the Big Taxi cartel and into the brave new world of software-powered transportation."

Uber has faced significant resistance from regulators in several countries, who accuse it of unfair competition and lack of standards.