Sr. Product Marketing Manager - Measurement, Data & Audiences

About the 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. Lyft Ads is one of the fastest-growing commerce media businesses in the industry, connecting brands to a high-intent, on-the-move audience across Lyft's rider and driver networks. With proprietary first-party data spanning millions of rides and real-world consumer journeys, Lyft Ads offers advertisers a unique combi... We are seeking a strategic, highly cross-functional leader to join Lyft Ads as our Sr. Product Marketing Manager for Measurement, Data & Audiences. This is a unique and high-impact role at the intersection of data commercialization, advanced measurement strategy, and go-to-market execution.

Responsibilities

• Data Commercialization & Audience Go-to-Market Audience Strategy: Own the end-to-end go-to-market strategy for Lyft’s first-party audience data, defining how real-world mobility signals and consumer journeys are packaged into high-value targeting segments.
• Value Positioning: Develop compelling narratives, positioning frameworks, and sales enablement tools that clearly articulate the unique value of Lyft’s deterministic identity and location-based data.
• Commercial Design: Partner with Product, Data Science, and Finance to define pricing frameworks and packaging structures for audience segments and advanced data targeting features.
• Measurement, Attribution & Reporting Strategy Attribution GTM: Drive the commercial rollout and adoption of in-house conversion modeling, multi-touch attribution, and offline-to-online conversion capabilities built by the Ad Infrastructure team.
• Reporting & Interfaces: Inform the commercial requirements for advertiser-facing reporting systems, ensuring data transparency, ease of campaign management, and frictionless ROI reporting.
• Market Education: Translate complex technical ad tech concepts (e.g., event data generation, signals, data clean rooms) into clear, compelling narratives for sales teams, brands, and top-tier agencies.
• Ecosystem & Bespoke Data Partnerships Strategic Alliances: Identify, evaluate, and lead the development of bespoke data partnerships with high-value external platforms, brands, and ecosystems to create custom, mutually beneficial data-sharing or co-targeting opportunities.
• Commercial Deal Structuring: Partner with leadership, Legal, and Finance to influence commercial negotiations, governance models, and revenue-sharing structures for unique data collaboration agreements.
• Partner Strategy & Accountability: Manage relationships with key third-party measurement providers, verification partners, and data networks; drive joint business plans, QBRs, and partner prioritization frameworks optimized for audience scale and revenue impact.
• Infrastructure Collaboration: Partner with Ad Infrastructure PMs, AdTech, and Engineering to ensure external partner connections, custom clean room setups, and attribution tools are optimally implemented and scalable.

Requirements

• 10+ years of experience in digital advertising, with meaningful depth in measurement, attribution, ad tech infrastructure, or data-driven commerce/retail media.
• Deep Technical & Data Literacy: Strong knowledge of the ad tech data ecosystem, including conversion modeling, third-party measurement integrations (offline/online conversions, viewability), CDPs, and data clean rooms.
• Strategic Partnership Experience: Demonstrated experience structuring, negotiating, and growing commercial partnerships with technology vendors, measurement providers, or bespoke data platforms.
• GTM Expertise: Experience developing market positioning, packaging, and pricing frameworks for data products, SaaS measurement tools, or complex ad tech solutions.
• Cross-Functional Leadership: Exceptional collaboration skills; proven ability to bridge commercial and technical teams, working seamlessly across Sales, Product, Engineering, Data Science, Legal, and Finance.
• Analytical Rigor: Strong financial modeling