Uber’s president Jeff Jones, a marketing expert who joined just six months ago to help soften Uber’s abrasive image, has quit because his “beliefs and approach to leadership” were incompatible with what he “saw and experienced at Uber.”

Jones had previously been the chief marketing officer at Target. “I joined Uber because of its mission,” Jones said on Sunday evening in a statement to Reuters, “and the challenge to build global capabilities that would help the company mature and thrive long term.

“It is now clear, however, that the beliefs and approach to leadership that have guided my career are inconsistent with what I saw and experienced at Uber, and I can no longer continue as president of the ride sharing business.”