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.

Requirements

• 6+ years 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.

Preferred

• 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 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