Marketing Manager, Priority Verticals

Responsibilities

Own vertical strategy and integrated programs for priority verticals (Healthcare and Automotive initially).

• Design and execute large, orchestrated tentpole programs (no more than 2 per quarter) — multichannel activation spanning digital, live events, paid media, social, and press.
• 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.

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 while identifying and building new growth avenues.
• Treat Healthcare as the proof-of-concept for vertical GTM — codify what worked into a repeatable playbook.
• Scale that playbook to other priority verticals (e.g., Automotive, Universities, Hospitality/Events) using a shared "ROI playbook" methodology (defined vertical narrative → targeted demand gen → sales enablement → measured pipeline impact).

Drive cross-functional alignment and partnership.

• Build strong partnerships with Sales and Product leadership; represent vertical marketing in cross-functional and executive forums.
• Produce vertical-specific content and proof points that support Sales conversations.
• 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 through to sales handoff.
• Act as the connective force pulling marketing, sales, and product perspectives into a coherent, audience-first strategy.

Scale through agencies and partners.

• Manage relationships with marketing and creative agencies to scale program execution.
• Build and run co-marketing programs with industry and technology partners.
• Ensure all vertical marketing programs comply with relevant regulatory and marketing requirements (e.g., healthcare compliance).

Measure and prioritize with data.

• Define success metrics for every program and report business impact (pipeline influenced, MQL/SQL conversion, program ROI).
• Use internal analytics tools to establish baselines and guide investment prioritization.

Requirements

• 7+ years in B2B/enterprise marketing, with meaningful experience in industry/vertical marketing, integrated campaigns, or product marketing for regulated or complex-sale industries.
• 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.
• Demonstrated success building and co-executing marketing programs with external industry partners.
• Strong cross-functional relationship-building skills, with experience developing a vertical or audience-first GTM motion using data and content.
• Familiarity with marketing compliance in a regulated industry (healthcare experience a strong plus).
• Executive presence to represent marketing in senior settings.
• Entrepreneurial mindset and comfort building structure where it doesn't exist.
• Experience with marketing automation platforms (e.g., HubSpot) and demand gen operations.
• Experience using AI to automate workflows and speed programs to market.

Nice-to-Haves

• Experience in mobility, transportation, healthcare, or automotive B2B marketing.
• Experience building ABM programs in partnership with enterprise sales teams.

Benefits

• Great medical, dental, and vision insurance options.
• Mental health benefits, family building benefits, child care and pet benefits.
• 401(k) plan with company match.
• Discretionary paid time off (salaried); 15 days PTO (hourly) + 12 observed holidays.
• 18 weeks of paid parental leave.
• Subsidized commuter benefits.
• Monthly Lyft credits and complimentary Lyft Pink membership.