Senior Director, Global B2B Marketing

At Lyft, our purpose is to serve and connect. We aim to achieve this by cultivating a work environment where all team members belong and have the opportunity to thrive.

Lyft's Global B2B Platform is expanding beyond North America into a global portfolio spanning multiple owned and partner rideshare, taxi and luxury brands. This role leads marketing for the global B2B platform, and is accountable for both the strategy (audience-first, vertical go-to-market, GTM) and the operating backbone (the tooling, data, and systems) that let one marketing organization run campaigns, measure pipeline, and enforce brand and compliance standards across several distinct markets and brands.

This is a senior, build the function role leading a global, matrixed marketing team, with both direct and dotted line reports. You will lead a team that plans, executes and measures marketing efforts across brands with distinct market dynamics, languages, and go-to-market maturity. A core part of the role is establishing a single source of truth for the acquisition pipeline, spend, and results to measure LTV that rolls up cleanly across the business.

You will report into Lyft marketing leadership and sit on the marketing leadership team, representing global B2B marketing in cross-functional and executive forums. This is a Global role.

Responsibilities:

Global B2B marketing strategy and operating model

• Set the marketing strategy for Lyft's Global B2B Platform globally, spanning Lyft's Global B2B Platform in North America and international rideshare and taxi brand partners
• Orchestrate the marketing to the administrators across government, healthcare, B2B, Automotive, Transit, Business Travel (many verticals) as the single invoicing and billing platform is developed
• Build the operating rhythm (planning cycles, budget allocation, reporting cadence) that lets a central team support multiple brands without becoming a bottleneck
• Decide what should be centralized (brand standards, martech, measurement) versus what should stay local (language, market-specific offers, local media buys), and codify that split so new brands can be onboarded predictably

Marketing tooling and systems

• Own the marketing technology stack for global B2B: customer relationship management (CRM) and marketing automation integration, campaign and content management tooling, and reporting infrastructure that unifies pipeline and performance data across brands
• Build the systems and dashboards needed to see one accurate view of pipeline, marketing qualified leads (MQLs) and sales qualified leads (SQLs), spend, and return on investment (ROI) across every brand in the portfolio, not just Lyft's Global B2B Platform North America
• Partner with data, analytics, and engineering teams to close gaps where brand-level systems do not talk to each other, and prioritize the fixes that unblock global reporting
• Evaluate and select vendors and platforms that can scale across multiple brands and markets, with an eye toward cost and integration complexity, not just feature fit for a single market

Vertical go-to-market strategy

• Lead the audience-first go-to-market model built around the buyer's problem rather than the product, starting with Healthcare (Non-Emergency Medical Transportation, or NEMT) as the highest-revenue priority, and scaling the playbook to additional verticals such as Automotive, Universities, and Hospitality and Events.
• Direct a small number of orchestrated tentpole programs per year per priority vertical, spanning digital, live events, paid media, social, and press
• Maintain a thought leadership agenda, including original research and points of view, that establishes Lyft as the transportation authority in each priority vertical

Cross-functional and executive partnership

• Build trust-based partnerships with sales, marketing, operations, finance and product leadership across every brand in the global portfolio
• Partner with sales on account-based marketing (ABM) for priority accounts, and own full-funnel marketing from demand generation through lead qualification and sales handoff
• Ensure every program complies with the relevant regulatory and marketing requirements of its industry and market, including healthcare marketing compliance where applicable

Team leadership and scale through partners

• Lead through influence as there is hard line and dotted line reporting
• Build and lead (sometimes hard line, sometimes dotted line) a global team, hiring and developing people who can operate a shared playbook across markets rather than reinventing it per brand and market
• Manage relationships with marketing and creative agencies to scale execution beyond what the internal team can deliver
• Build co-marketing programs with industry and technology partners

Measurement and prioritization

• Define success metrics for every program and report business impact against them: pipeline influenced, conversion, and program ROI, rolled up consistently across brands and regions
• Bring evidence-based prioritization to a growing portfolio of global initiatives, using data to decide where the next dollar of investment should go.

Experience:

• 15+ years in business-to-business (B2B) or enterprise marketing, including at least 5 years leading marketing across multiple markets, regions, and brands
• Direct experience selecting, implementing and scaling marketing technology (CRM, marketing automation, reporting or business intelligence tools) across more than one business unit or brand, not just within a single team
• A track record of building an operating model, not just running campaigns: planning processes, governance, and reporting that other people can follow
• Experience designing and running large, multichannel tentpole programs that tie back to measurable pipeline or revenue impact
• Experience managing marketing or creative agencies, and building co-marketing programs with external partners
• Executive presence: able to represent marketing's point of view credibly in senior and steering-committee settings, and to align cross-functional plans across leaders who do not report to you
• Familiarity with marketing compliance considerations in a regulated industry (healthcare experience a strong plus)
• Experience using artificial intelligence (AI) to automate marketing workflows and speed programs to market

Specific Tools and Systems Skills

• Salesforce or a comparable CRM: hands-on experience configuring objects, reports, and dashboards, not just using them as an end user, so you can direct engineering and revenue operations rather than depend entirely on them
• Marketing automation platforms (HubSpot, Marketo, or similar): campaign setup, lead scoring, and integration with a CRM for MQL and SQL handoff
• Business intelligence and reporting tools (Looker, Tableau, or Power BI): able to read, question, and help design a dashboard that rolls up pipeline and spend across multiple ride share products and platforms
• SQL, at a level sufficient to pull your own data, validate a report, or have an informed conversation with a data engineer about why two dashboards do not match
• Data integration or workflow automation platforms (Workato or similar) used to connect CRM, marketing automation, and finance systems across business units.
• Experience writing or reviewing a systems requirements document, so you can brief engineering and data teams on what a unified cross-brand reporting system needs to do before it is built
• Familiarity with data governance basics (source of truth, data ownership, deduplication) as they apply to combining pipeline data from multiple brands and markets

Benefits:

• Great medical, dental, and vision insurance options with additional programs available when enrolled
• Mental health benefits
• Family building benefits
• Child care and pet benefits
• 401(k) plan to help save for your future
• In addition to 12 observed holidays, salaried team members have discretionary paid time off, hourly team members have 15 days paid time off
• 18 weeks of paid parental leave. Biological, adoptive, and foster parents are all eligible
• Subsidized commuter benefits
• Lyft Pink - Lyft team members get an exclusive opportunity to test new benefits of our Ridership Program

Lyft is an equal opportunity employer committed to an inclusive workplace that fosters belonging. All qualified applicants will receive consideration for employment without regards to race, color, religion, sex, sexual orientation, gender identity, national origin, disability status, protected veteran status, age, genetic information, or any other basis prohibited by law. We also consider qualified applicants with criminal histories consistent with applicable federal, state and local law.

Lyft highly values having employees working in-office to foster a collaborative work environment and company culture. This role will be in-office on a hybrid schedule — Team Members will be expected to work in the office 3 days per week on Mondays, Wednesdays, and Thursdays. Lyft considers working in the office at least 3 days per week to be an essential function of this hybrid role. Your recruiter can share more information about the various in-office perks Lyft offers. Additionally, hybrid roles have the flexibility to work from anywhere for up to 4 weeks per year. #Hybrid

The expected base pay range for this position in San Francisco is $195,000 to $240,000. In addition to the base pay, this role is eligible for competitive equity awards, bonuses, and benefits. You can read more about Lyft’s employee benefits here.

Total compensation is dependent on a variety of factors, including qualifications, experience, and geographic location. Your recruiter can share more information about the salary range specific to your working location and other factors during the hiring process.