Marketing Manager, Priority Verticals

About this role

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 strongest enterprise and mid-market marketing doesn't lead with a product — it leads with the problem a buyer already has. A hospital administrator isn't looking for "Lyft Concierge"; they're looking to reduce missed appointments. An auto dealer principal isn't looking for a rideshare product; they're looking to keep loaner logistics from costing them revenue.

We are in the process of revising our go-to-market for Lyft Business to organize around these audiences and their transportation problems, with Concierge, Lyft Pass, Business Profiles, and our Business Travel products positioned as the answer to a clearly named pain point by customer profile.

We're hiring an Industry Marketing Manager to build that audience-first structure for our priority verticals, starting with Healthcare and Automotive, across both mid-market and enterprise segments. You'll own the vertical narrative and the content, demand generation strategy, and enablement that will drive marketing-attributable revenue.

The primary function of this role is to build and lead vertical-specific go-to-market (GTM) motions for our mid-market and Enterprise business — bringing together vertical-specific content, demand generation, and sales enablement into a coherent, audience-first strategy.

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.

• 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. This role is the connective force that pulls a multi-faceted go-to-market motion into a coherent, audience-first strategy.

• 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.

Experience:

• 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…