Uber's impending arrival in Canberra has seen the company advertise for a local demand manager in the ACT market, the latest advancement in its plans to challenge the entrenched taxi industry by the end of the year.

The development comes after Chief Minister Andrew Barr told the Legislative Assembly last week he wanted to release a review into Canberra's taxi industry as soon as possible, flagging consideration of new regulation for existing transport options and ride sharing, and even possible compensation for existing taxi licence holders.

Uber's local demand manager will be in charge of growing the company's rider base in Canberra, overseeing marketing campaigns, partnerships with other brands and promotions and testing how to best market to drivers. The company already operates in Sydney, Melbourne and Brisbane.

It claims to have recorded more than a million rides in Sydney through its popular UberX platform, which allows motorists to use their own car to pick up passengers, in competition with taxis, chauffeured cars and rental companies.

A job advertisement for the new Canberra role calls for creative and analytical applicants, able to oversee complicated projects simultaneously and analyse data from the application and promotions.

"The right person is self-driven, solves problems and is their own harshest critic," it said. "They thrive off a mix of adrenalin and hustle and are willing to work late nights, and sacrifice weekends to get it done."

The ACT government's transport review has been under way since January and Uber has been advertising for drivers on social media ahead of a possible October launch. It received about 1000 expressions of interest and 250 people attended a recent information session.

The new role will include engaging customers, business and media through local events, social media and a blog, as well as data crunching, promotional writing and responding to public feedback.

Applicants should have a minimum of three years' experience in consulting, investment banking, law, business development, marketing, technology start-ups, small business or operations; management experience; creativity; and a background in data use and "hustle".

"Uber moves fast and runs lean. It's a marathon at sprint pace," the ad says.

Perks touted in the ad include being "showered with Uber credits" each month, a fun office environment, the opportunity to shape Uber's strategic direction and a monthly gym membership.

Since the review was launched, Unions ACT and the Transport Workers Union New South Wales branch have called on the government to treat drivers working through on-demand application as employees and not contractors, ensuring they receive full workplace entitlements.

The California Labour Commission ruled in June that some Uber drivers were not simply independent contractors and should be subject to oversight and protection.

On Friday, Uber said the cost of UberX ride sharing would increase 10 per cent because of a Tax Office ruling that GST should be applied on trips.

Uber is challenging the ATO's ruling in court but told customers that despite the price increase, it would still be about 25-35 per cent cheaper than comparable taxi trips.