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.
The strongest enterprise and mid-market marketing doesn't lead with a product — it leads with the problem a buyer already has. A hospital administrator isn't looking for "Lyft Concierge"; they're looking to reduce missed appointments. An auto dealer principal isn't looking for a rideshare product; they're looking to keep loaner logistics from costing them revenue.
We are in the process of revising our go-to-market for Lyft Business to organize around these audiences and their transportation problems, with Concierge, Lyft Pass, Business Profiles, and our Business Travel products positioned as the answer to a clearly named pain point by customer profile.
We're hiring an Industry Marketing Manager to build that audience-first structure for our priority verticals, starting with Healthcare and Automotive, across both mid-market and enterprise segments. You'll own the vertical narrative and the content, demand generation strategy, and enablement that will drive marketing-attributable revenue.
The primary function of this role is to build and lead vertical-specific go-to-market (GTM) motions for our mid-market and Enterprise business — bringing together vertical-specific content, demand generation, and sales enablement into a coherent, audience-first strategy.
Responsibilities:
- Own vertical strategy and integrated programs
- Design and execute large, orchestrated tentpole programs for our priority verticals (no more than 2 per quarter) — multichannel activation spanning digital, live events, paid media, social, and press — that bring our value proposition and industry point of view to life for a defined buyer (e.g., hospital CFO, healthcare operations leader, dealer principal/service manager).
- Build and maintain a thought leadership agenda for each prioritized vertical: original research, proof points, and points of view that establish Lyft as the transportation authority in that space.
- Lead Healthcare as the highest-revenue priority, and scale the model to new verticals
- Own the strategic objective for Healthcare: defend Lyft's market leadership in NEMT (Non-Emergency Medical Transportation) while identifying and building new growth avenues within the segment.
- Treat Healthcare as the proof-of-concept for vertical GTM — once the content, demand gen, and enablement model is working there, codify what worked into a repeatable playbook.
- Scale that playbook to other priority verticals (e.g., Automotive, Universities, Hospitality/Events) as "Scalable Growth" opportunities — each with its own buyer, core transportation problem, and proof points, but built on a shared, repeatable "ROI playbook" methodology (defined vertical narrative → targeted demand gen → sales enablement → measured pipeline impact).
- Drive cross-functional alignment and partnership
- Build a strong, trust-based partnership with Sales and Product leadership; represent vertical marketing's point of view in cross-functional and executive forums.
- Produce vertical-specific content and proof points that support Sales conversations and strengthen our positioning with target buyers.
- Partner with Sales on account-based marketing (ABM) for priority accounts, and support full-funnel marketing ownership: from vertical paid demand generation and lead qualification (MQL/SQL definitions) through to sales handoff.
- Bring together marketing, sales, and product perspectives across mid-market and enterprise segments. This role is the connective force that pulls a multi-faceted go-to-market motion into a coherent, audience-first strategy.
- Scale through agencies and partners
- Manage relationships with marketing and creative agencies to scale program execution, from campaign development through multichannel activation.
- Build and run co-marketing programs with industry and technology partners to extend reach and credibility within each vertical.
- Ensure all vertical marketing programs comply with the relevant regulatory and marketing requirements of the industry (e.g., healthcare marketing/compliance considerations).
- Measure and prioritize with data
- Define success metrics for every program and report business impact against them: pipeline influenced, MQL/SQL conversion, program ROI.
- Bring rigor and evidence-based prioritization to a growing portfolio of vertical initiatives, using internal analytics tools to establish accurate baselines and guide where to invest next.
Experience:
- 7+ years (L5) in B2B/enterprise marketing, with meaningful experience in industry or vertical marketing, integrated campaigns, or product marketing for regulated or complex-sale industries.
- A track record of designing and running large, multichannel tentpole programs (digital, event, paid, social, PR) that tie back to measurable pipeline or revenue impact.
- Experience managing marketing or creative agencies to scale output beyond what an internal team can deliver alone.
- Demonstrated success building and co-executing marketing programs with external industry partners.
- Strong cross-functional relationship-building skills, with real experience developing a vertical or audience-first GTM motion using data and content.
- Familiarity with marketing compliance considerations in a regulated industry (healthcare experience a strong plus).
- Executive presence: able to represent marketing's point of view credibly in senior/steering-committee settings and help align cross-functional plans.
- Entrepreneurial mindset and comfort building structure where it doesn't fully exist yet — you'll be one of the people bringing the vertical strategy together across mid-market and enterprise, not simply executing an established playbook.
- Experience with marketing automation platforms (e.g., HubSpot) and demand gen operations.
- Experience using AI to automate workflows and speed of programs to market.
- Nice to Have:
- Experience in mobility, transportation, healthcare, or automotive B2B marketing specifically.
- Experience building ABM programs in partnership with enterprise sales teams.
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 with company match 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
- Monthly Lyft credits and complimentary Lyft Pink membership
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, not inclusive of potential equity offering, bonus or benefits. Salary ranges are 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.