Director, Brand 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.

The successful candidate will be a resourceful self-starter who thrives in dynamic, fast-paced environments, demonstrating agility and adaptability as our company and industry evolve. You’ll lead Lyft’s most critical brand initiatives for 2026, driving the strategy to close the "uniqueness gap" and positioning Lyft as the preferred choice for riders across North America. This role sits at the intersection of creative storytelling, data-driven strategy, and market expansion, requiring both visionary thinking and tactical execution excellence.

Areas of focus include leading the evolution and expansion of our core brand campaign platform, overseeing the continued rollout of our new Brand Identity system, and executing high-impact strategies to win over habitual competitor users in our highest priority markets. You'll collaborate deeply with creative, media, product, and regional teams to advance Lyft's challenger mindset and drive measurable business growth through brand love and consideration.

The role reports to the Chief Marketing Officer.

Responsibilities: 

Brand Strategy & Campaign Leadership

• Lead the development and execution of our 2026 360-degree brand campaign, scaling it from regional pilots to a culturally fluent, category-defining platform.
• Define and drive the strategy to grow Top-of-Mind (ToM) awareness and Brand Uniqueness scores in key priority markets across North America.
• Develop sharp, challenger-minded narratives specifically designed to disrupt the habits of exclusive competitor users and lapsed riders, compelling them to break their routine and choose Lyft.
• Oversee the brand marketing budget to ensure resources are deployed effectively to fuel the upper funnel and support the acquisition of net new active riders.

Brand Identity & Evolution

• Steward the continued rollout and maturity of Lyft’s new Brand Identity system across all touchpoints, ensuring consistency and distinctiveness in the market.
• Partner with the Creative Studio to develop breakthrough creative assets that align with our brand personality and "Serve & Connect" purpose.
• Ensure the brand vision is consistently communicated and reinforced, differentiating Lyft not just as a service, but as a culturally relevant lifestyle brand.

Market & Audience Growth

• Execute a surgical market strategy, maintaining momentum in "must-win" metropolitan areas while expanding brand impact in new high-growth regions.
• Collaborate with Insights and Analytics teams to leverage advanced measurement models, quantifying how brand equity improvements directly drive rider growth and bookings.
• Partner with the Growth Marketing team to ensure brand investment effectively fuels the acquisition funnel, creating a seamless journey from awareness to activation.

Team Leadership & Collaboration

• Build, mentor, and lead a high-performing brand marketing team, fostering a culture of excellence, creativity, and "Challenger Mindset."
• Work cross-functionally with Product, Communications, Media, and Regional teams to ensure cohesive, full-funnel integrated marketing plans.
• Manage and cultivate relationships with external agencies and partners to deliver best-in-class creative and media strategies that punch above their weight.
• Champion a culture of innovation, testing, and learning within the team, moving at the speed of opportunity to capitalize on cultural moments.

Experience:

• 15+ years of marketing experience with a proven track record of building and growing iconic brands at a senior leadership level.
• Deep expertise in brand strategy and integrated marketing, specifically in leading large-scale campaigns that drive measurable shifts in brand perception and business outcomes.
• Experience working with "challenger brands" or in highly competitive categories where differentiating a service/product is critical to gaining market share.
• Strong analytical capabilities with the abil