Responsibilities
Own vertical strategy and integrated programs
- Design and execute large, orchestrated tentpole programs for 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.
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.
Requirements
- 7+ years in B2B/enterprise marketing, with meaningful experience in industry or 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 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.
- 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-Haves
- Experience in mobility, transportation, healthcare, or automotive B2B marketing specifically.
- Experience building ABM programs in partnership with enterprise sales teams.
Compensation
- Expected base pay range: $98,760 - $120,950 (Nashville area)
- Benefits include: medical, dental, vision insurance; mental health benefits; family building, child care and pet benefits; 401(k) with company match; discretionary PTO for salaried; 18 weeks paid parental leave; subsidized commuter benefits; monthly Lyft credits and complimentary Lyft Pink membership.
LyftNashville, TN
