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 Marketing & Communications team’s customer-obsessed approach ensures that we deliver a best-in-class experience to both drivers and riders. We are committed to doing the best work of our careers, fostering innovation, and delivering exceptional results that shape the future of transportation.

As a Product Marketing Manager on the Driver Product Marketing team, you will own go-to-market strategy and execution for Lyft's driver-facing products and initiatives. You'll drive incremental value for drivers through strategic positioning, data-informed decision-making, and disciplined measurement of marketing impact. Working cross-functionally with product, operations, and data science, you'll translate driver insights into compelling marketing narratives that strengthen driver supply, engagement, and lifetime value.

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
Collaborate with the Brand and Growth teams to align driver positioning across all channels while maintaining measurement discipline and financial accountability

Experience:

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
Excellent cross-functional collaboration skills; comfort working in ambiguous environments with incomplete information
Preferred Experience:
- Experience in two-sided marketplaces or consumer internet companies
- Familiarity with rideshare, gig economy, or supply-side marketing dynamics
- Willingness to respectfully question assumptions and are uncomfortable with claims that can't be empirically validated
- Comfortable with data-driven discourse; you see measurement as an enabler of better decisions, not a burden
- Balance analytical rigor with business pragmatism; you can make confident decisions despite ambiguity and 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

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 the San Francisco area is $118,000 - $147,500. Salary ranges are dependent on a variety of factors, including qualifications, experience and geographic location. Range is not inclusive of potential equity offering, bonus or benefits. Your recruiter can share more information about the salary range specific to your working location and other factors during the hiring process.

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.