Senior Director, Global B2B 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.

Lyft's Global B2B Platform is expanding beyond North America into a global portfolio spanning multiple owned and partner rideshare, taxi and luxury brands. This role leads marketing for the global B2B platform, and is accountable for both the strategy (audience-first, vertical go-to-market, GTM) and the operating backbone (the tooling, data, and systems) that let one marketing organization run campaigns, measure pipeline, and enforce brand and compliance standards across several distinct markets and brands.

This is a senior, build the function role leading a global, matrixed marketing team, with both direct and dotted line reports. You will lead a team that plans, executes and measures marketing efforts across brands with distinct market dynamics, languages, and go-to-market maturity. A core part of the role is establishing a single source of truth for the acquisition pipeline, spend, and results to measure LTV that rolls up cleanly across the business.

You will report into Lyft marketing leadership and sit on the marketing leadership team, representing global B2B marketing in cross-functional and executive forums. This is a Global role.

Responsibilities:

Global B2B marketing strategy and operating model

Set the marketing strategy for Lyft's Global B2B Platform globally, spanning Lyft's Global B2B Platform in North America and international rideshare and taxi brand partners

Orchestrate the marketing to the administrators across government, healthcare, B2B, Automotive, Transit, Business Travel (many verticals) as the single invoicing and billing platform is developed

Build the operating rhythm (planning cycles, budget allocation, reporting cadence) that lets a central team support multiple brands without becoming a bottleneck

Decide what should be centralized (brand standards, martech, measurement) versus what should stay local (language, market-specific offers, local media buys), and codify that split so new brands can be onboarded predictably

Marketing tooling and systems

Own the marketing technology stack for global B2B: customer relationship management (CRM) and marketing automation integration, campaign and content management tooling, and reporting infrastructure that unifies pipeline and performance data across brands

Build the systems and dashboards needed to see one accurate view of pipeline, marketing qualified leads (MQLs) and sales qualified leads (SQLs), spend, and return on investment (ROI) across every brand in the portfolio, not just Lyft's Global B2B Platform North America

Partner with data, analytics, and engineering teams to close gaps where brand-level systems do not talk to each other, and prioritize the fixes that unblock global reporting

Evaluate and select vendors and platforms that can scale across multiple brands and markets, with an eye toward cost and integration complexity, not just feature fit for a single market

Vertical go-to-market strategy

Lead the audience-first go-to-market model built around the buyer's problem rather than the product, starting with Healthcare (Non-Emergency Medical Transportation, or NEMT) as the highest-revenue priority, and scaling the playbook to additional verticals such as Automotive, Universities, and Hospitality and Events.

Direct a small number of orchestrated tentpole programs per year per priority vertical, spanning digital, live events, paid media, social, and press

Maintain a thought leadership agenda, including original research and points of view, that establishes Lyft as the transportation authority in each priority vertical

Cross-functional and executive partnership

Build trust-based partnerships with sales, marketing, operations, finance and product leadership across every brand in the global portfolio

Partner with sales on account-based marketing (ABM) for priority accounts, and own full-funnel marketing from demand generation through lead qualification and sales handoff

Ensure every program complies with the relevant regulatory and marketing requirements of its industry and market, including healthcare marketing compliance where applicable

Team leadership and scale through partners

Lead through influence as there is hard line and dotted line reporting

Build and lead (sometimes hard line, sometimes dotted line) a global team, hiring and developing people who can operate a shared playbook across markets rather than reinventing it per brand and market

Manage relationships with marketing and creative agencies to scale execution beyond what the internal team can deliver

Build co-marketing programs with industry and technology partners

Measurement and prioritization

Define success metrics for every program and report business impact against them: pipeline influenced, conversion, and program ROI, rolled up consistently across brands and regions

Bring evidence-based prioritization to a growing portfolio of global initiatives, using data to decide where the next dollar of investment should go.

Experience:

15+ years in business-to-business (B2B) or enterprise marketing, including at least 5 years leading marketing across multiple markets, regions, and brands

Direct experience selecting, implementing and scaling marketing technology (CRM, marketing automation, reporting or business intelligence tools) across more than one business unit or brand, not just within a single team

A track record of building an operating model, not just running campaigns: planning processes, governance, and reporting that other people can follow

Experience designing and running large, multichannel tentpole programs that tie back to measurable pipeline or revenue impact

Experience managing marketing or creative agencies, and building co-marketing programs with external partners

Executive presence: able to represent marketing's point of view credibly in senior and steering-committee settings, and to align cross-functional plans across leaders who do not report to you

Familiarity with marketing compliance considerations in a regulated industry (healthcare experience a strong plus)

Experience using artificial intelligence (AI) to automate marketing workflows and speed programs to market

Specific Tools and Systems Skills

Salesforce or a comparable CRM: hands-on experience configuring objects, reports, and dashboards, not just using them as an end user, so you can direct engineering and revenue operations rather than depend entirely on them

Marketing automation platforms (HubSpot, Marketo, or similar): campaign setup, lead scoring, and integration with a CRM for MQL and SQL handoff

Business intelligence and reporting tools (Looker, Tableau, or Power BI): able to read, question, and help design a dashboard that rolls up pipeline and spend across multiple ride share products and platforms

SQL, at a level sufficient to pull your own data, validate a report, or have an informed conversation with a data engineer about why two dashboards do not match

Data integration or workflow automation platforms (Workato or similar) used to connect CRM, marketing automation, and finance systems across business units.

Experience writing or reviewing a systems requirements document, so you can brief engineering and data teams on what a unified cross-brand reporting system needs to do before it is built

Familiarity with data governance basics (source of truth, data ownership, deduplication) as they apply to combining pipeline data from multiple brands and markets

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 to help save for your future

In addition to 12 observed holidays, salaried team mem