Director, Brand 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.

The successful candidate will be a resourceful self-starter who thrives in dynamic, fast-paced environments, demonstrating agility and adaptability as our company and industry evolve. You’ll lead Lyft’s most critical brand initiatives for 2026, driving the strategy to close the "uniqueness gap" and positioning Lyft as the preferred choice for riders across North America. This role sits at the intersection of creative storytelling, data-driven strategy, and market expansion, requiring both visionary thinking and tactical execution excellence.

Areas of focus include leading the evolution and expansion of our core brand campaign platform, overseeing the continued rollout of our new Brand Identity system, and executing high-impact strategies to win over habitual competitor users in our highest priority markets. You'll collaborate deeply with creative, media, product, and regional teams to advance Lyft's challenger mindset and drive measurable business growth through brand love and consideration.

The role reports to the Chief Marketing Officer.

Responsibilities:

Brand Strategy & Campaign Leadership

• Lead the development and execution of our 2026 360-degree brand campaign, scaling it from regional pilots to a culturally fluent, category-defining platform.
• Define and drive the strategy to grow Top-of-Mind (ToM) awareness and Brand Uniqueness scores in key priority markets across North America.
• Develop sharp, challenger-minded narratives specifically designed to disrupt the habits of exclusive competitor users and lapsed riders, compelling them to break their routine and choose Lyft.
• Oversee the brand marketing budget to ensure resources are deployed effectively to fuel the upper funnel and support the acquisition of net new active riders.

Brand Identity & Evolution

• Steward the continued rollout and maturity of Lyft’s new Brand Identity system across all touchpoints, ensuring consistency and distinctiveness in the market.
• Partner with the Creative Studio to develop breakthrough creative assets that align with our brand personality and "Serve & Connect" purpose.
• Ensure the brand vision is consistently communicated and reinforced, differentiating Lyft not just as a service, but as a culturally relevant lifestyle brand.

Market & Audience Growth

• Execute a surgical market strategy, maintaining momentum in "must-win" metropolitan areas while expanding brand impact in new high-growth regions.
• Collaborate with Insights and Analytics teams to leverage advanced measurement models, quantifying how brand equity improvements directly drive rider growth and bookings.
• Partner with the Growth Marketing team to ensure brand investment effectively fuels the acquisition funnel, creating a seamless journey from awareness to activation.

Team Leadership & Collaboration

• Build, mentor, and lead a high-performing brand marketing team, fostering a culture of excellence, creativity, and "Challenger Mindset."
• Work cross-functionally with Product, Communications, Media, and Regional teams to ensure cohesive, full-funnel integrated marketing plans.
• Manage and cultivate relationships with external agencies and partners to deliver best-in-class creative and media strategies that punch above their weight.
• Champion a culture of innovation, testing, and learning within the team, moving at the speed of opportunity to capitalize on cultural moments.

Experience:

• 15+ years of marketing experience with a proven track record of building and growing iconic brands at a senior leadership level.
• Deep expertise in brand strategy and integrated marketing, specifically in leading large-scale campaigns that drive measurable shifts in brand perception and business outcomes.
• Experience working with "challenger brands" or in highly competitive categories where differentiating a service/product is critical to gaining market share.
• Strong analytical capabilities with the ability to translate customer insights (specifically around habit formation and brand switching) into actionable strategies.
• Exceptional communication and storytelling skills, with the ability to inspire senior stakeholders and cross-functional teams.
• Proven ability to influence senior leadership and drive alignment across complex, matrixed organizations.
• Strong executive leadership skills with experience managing and developing high-performing teams.
• Entrepreneurial mindset with a bias toward action and comfort operating in fast-paced, evolving environments.
• Bachelor's degree in Marketing, Business, or a related field; MBA preferred.

Benefits:

• Extended health and dental coverage options, along with life insurance and disability benefits
• Mental health benefits
• Family building benefits
• Child care and pet benefits
• Access to a Lyft funded Health Care Savings Account
• RRSP plan with company match to help save for your future
• In addition to provincial observed holidays, salaried team members are covered under Lyft's flexible paid time off policy. The policy allows team members to take off as much time as they need (with manager approval). Hourly team members get 15 days paid time off, with an additional day for each year of service
• Lyft is proud to support new parents with 18 weeks of paid time off, designed as a top-up plan to complement provincial programs. Biological, adoptive, and foster parents are all eligible.
• Subsidized commuter benefits and Lyft ride credits

Lyft is committed to creating an inclusive workforce that fosters belonging. Lyft believes that every person has a right to equal employment opportunities without discrimination because of race, ancestry, place of origin, colour, ethnic origin, citizenship, creed, sex, sexual orientation, gender identity, gender expression, age, marital status, family status, disability, pardoned record of offences, or any other basis protected by applicable law or by Company policy. Lyft also strives for a healthy and safe workplace and strictly prohibits harassment of any kind. Accommodation for persons with disabilities will be provided upon request in accordance with applicable law during the application and hiring process. Please contact your recruiter if you wish to make such a request.

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 at least 3 days per week, including 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

The expected base pay range for this position in the Toronto area is $212,000 - $265,000, not inclusive of potential equity offering, bonus or benefits. Salary ranges are dependent on a variety of factors, including qualifications, experience and geographic location. Your recruiter can share more information about the salary range specific to your working location and other factors during the hiring process.

Lyft may use artificial intelligence to screen applicants, however, Lyft employees make the ultimate selection and hiring decisions.

This job fills an existing vacancy.