Lyft aims to cultivate a work environment where all team members belong and have the opportunity to thrive by delivering a best-in-class experience to both drivers and riders through customer-obsessed marketing approaches.
Requirements
- 5+ years of progressive marketing experience; 3+ years in product marketing or go-to-market strategy
- Demonstrated experience collaborating with product teams, writing positioning, building measurement frameworks, and drawing causal inferences from marketing data
- Strong analytical foundation—ability to work with data at scale, understand financial models for marketing investments, and understand unit economics and customer/driver lifetime value
- Track record of translating data and insights into clear, actionable recommendations for senior stakeholders
- Experience in two-sided marketplaces or consumer internet companies
- Familiarity with rideshare, gig economy, or supply-side marketing dynamics
- Comfortable with data-driven discourse; you see measurement as an enabler of better decisions, not a burden
Responsibilities
- Own the driver product marketing strategy for assigned initiatives (e.g., earnings positioning, retention campaigns, competitive benchmarking), including business case development, measurement framework design, and quarterly performance reviews
- Develop and execute marketing campaigns that drive measurable incremental impact—design experiments, establish causal inference methodologies, and work with analytics to validate marketing ROI and contribution to driver supply and earnings perceptions
- Build rigorous KPI frameworks connecting driver marketing activities to business outcomes, including incremental rides, and driver lifetime value contribution
- Conduct deep driver journey analysis and segmentation work to understand driver behavioral drivers, churn risk factors, and the 'next best action' across lifecycle stages; translate insights into targeted go-to-market approaches
- Benchmark and track competitive driver positioning, particularly against Uber and other gig platforms; synthesize findings into strategic positioning recommendations
- Partner with Product and Operations to identify market opportunities and inform driver product roadmap decisions through quantitative market analysis
- Translate quantitative findings and market insights into clear, compelling narratives for leadership and cross-functional stakeholders
Other
- Excellent cross-functional collaboration skills; comfort working in ambiguous environments with incomplete information
- High standards for yourself and others; you're entrepreneurial in your approach to testing unconventional ideas and bringing fresh perspectives to driver marketing
- Willingness to respectfully question assumptions and are uncomfortable with claims that can't be empirically validated
- Balance analytical rigor with business pragmatism; you can make confident decisions despite ambiguity and incomplete information
- Hybrid schedule — Team Members will be expected to work in the office 3 days per week on Mondays, Wednesdays, and Thursdays
