Senior Manager of Brand Strategy, Lyft
More information about location
3 days a week in office
Ride sharing company
Job no longer available
Ride sharing company
1001+ employees
Job no longer available
More information about location
3 days a week in office
1001+ employees
Company mission
To improve people’s lives with the world’s best transportation.
Role
Who you are
- 7+ years of brand marketing experience in tech, leading large cross functional teams through brand transformation
- Experience working alongside large product teams including product managers, product designers, and product marketers responsible for creating brand cohesion through the entire user experience
- Expert at writing strategic creative briefs, and working closely with creative teams to ensure work is delivering against the brief
- Demonstrated experience leading complex projects with large cross-functional teams, and managing senior stakeholders
- Consistently leverages data, analytics, insights and metrics to propel brand strategy and execute compelling marketing programs that deliver measurable impact
- Inspires creative thinking with a “make it happen” mindset while cultivating strong cross-functional relationships at all levels
- Forward-thinking, analytical and a problem-solver; experience in navigating fast-paced, ambiguous environments
What the job involves
- Lyft’s Marketing & Communications team is building an iconic brand, with teams focused on every stage of the marketing funnel and across every function
- From Product Marketing to Executive Communications and everything in between, our team is at the forefront of bringing new products and features to market and giving riders and drivers a reason to choose Lyft everyday
- Lyft is looking for a data-driven, passionate, and collaborative Marketer to join our Marketing team as Senior Manager, Brand Strategy
- In this role, you will amplify the Lyft brand and execute on high-impact brand strategies grounded in consumer insights and cultural moments
- Most importantly, you will be a champion of the Lyft brand, developing close relationships with key cross-functional partners to bring the brand to life across all consumer touchpoints
- Lead efforts to build brand preference for Lyft, supporting integrated marketing campaigns that effectively communicate the brand's message to drive brand awareness and engagement
- Monitor and manage brand equity, tracking brand health metrics and implementing strategies to enhance brand perception and loyalty
- Partner with the Product Marketing team on the development and implementation of consumer messages that will pull through brand programs
- Partner with the Growth Marketing team to support acquisition efforts that simultaneously build brand preference
- Create alignment with key internal partners through consistent communication, and deliver program playbooks that will help extend the brand message among both internal and external partners
- Act as the ongoing guardian of the brand, work with internal cross-functional teams and agency partners in rolling out and ensuring adoption of the overall brand strategy and guidelines
- Partner with the Marketing Sciences team to gather insights about consumer preferences, market trends, and competitive landscape, leveraging this data to inform brand strategies
- Monitor and stay up-to-date on industry trends, emerging technologies, and cultural shifts that could impact the brand
Our take
Lyft has aimed for consistent growth, making sure to pitch itself as a more reliable and friendly ride-sharing option than its main competitor, Uber. Uber has a greater market share and operates globally, but Lyft hopes to compete by its focus on ride-sharing over Uber's more diversified business approach and as a more rider-friendly and greener alternative to Uber.
Operating only in the USA and Canada, Lyft is in a position of being less affected by global events than Uber but also more vulnerable to local conditions. As an example, while it doesn't face the regulatory hurdles around employment rights that Uber does, it is unable to balance out the cost of the unusually expensive US auto insurance across its operations.
In 2022, Lyft acquired PBSC Urban Solutions, a bike-share equipment and technology supplier, allowing Lyft to compete in new verticals and reaffirming its commitment to green transportation. It has also trialed and launched Lyft Assisted, where drivers help passengers from their door into the car to get to medical appointments. These developments chime well with Lyft's unique selling point as a friendlier and more environmentally aware ride-sharing app.
Steph
Company Specialist at Welcome to the Jungle
Insights
Company
Funding (last 2 of 14 rounds)
Jun 2018
$600m
LATE VC
Mar 2018
$200m
LATE VC
Total funding: $4.9bn
Company benefits
- Great medical, dental, and vision insurance options
- Mental health benefits
- In addition to 12 observed holidays, salaried team members have unlimited paid time off, hourly team members have 15 days paid time off
- 401(k) plan to help save for your future
- 18 weeks of paid parental leave. Biological, adoptive, and foster parents are all eligible
- Pre-tax commuter benefits
- Lyft Pink - Lyft team members get an exclusive opportunity to test new benefits of our Ridership Program
- Family building benefits
- Lyft Pink - Lyft team members get an exclusive opportunity to test new benefits of our Ridership Program
Company HQ
China Basin, San Francisco, CA
Articles
Leadership
John Zimmer
(Co-Founder)Originally an Analyst at Lehman Brothers, Zimmer then founded Zimride which was a private ridesharing company that pivoted into Lyft.
Logan Green
(Co-Founder)Founded Zimride, a private ridesharing company which later pivoted into Lyft.
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