Marketing Manager, Priority Verticals

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.