Senior Director, Global B2B Marketing

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.