Sr. Product Marketing Manager - Measurement, Data & Audiences

About the role

Lyft Ads is a fast‑growing commerce media business that connects brands to a high‑intent, on‑the‑move audience across Lyft’s rider and driver networks. Leveraging proprietary first‑party data from millions of rides, Lyft Ads offers advertisers unique, real‑world consumer journey insights. The company is seeking a strategic, highly cross‑functional leader to serve as Sr. Product Marketing Manager for Measurement, Data & Audiences, a role that sits at the intersection of data commercialization, advanced measurement strategy, and go‑to‑market execution.

Responsibilities

• Audience Strategy & Go‑to‑Market: 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 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.
• 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 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.
• 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 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: Work 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 depth in measurement, attribution, ad‑tech infrastructure, or data‑driven commerce/retail media.
• Deep technical and data literacy, including strong knowledge of the ad‑tech data ecosystem, conversion modeling, third‑party measurement integrations, CDPs, and data clean rooms.
• Proven strategic partnership experience—structuring, negotiating, and growing commercial partnerships with technology vendors, measurement providers, or bespoke data platforms.
• Go‑to‑market expertise—developing market positioning, packaging, and pricing frameworks for data products, SaaS measurement tools, or complex ad‑tech solutions.
• Exceptional cross‑functional leadership—ability to bridge commercial and technical teams across Sales, Product, Engineering, Data Science, Legal, and Finance.
• Strong analytical rigor—financial modeling and data‑backed business case development, ecosystem dynamics evaluation, and complex partner revenue scenario modeling.

Qualifications

• Bachelor’s degree or equivalent experience.
• Prior experience in product marketing, business development, or strategic partnerships supporting an Ad Infrastructure, Data, or Measurement product line.
• Experience establishing and growing custom or bespoke data monetization programs at a commerce media network, retail media network, mobility platform, or high‑growth digital publisher.
• Familiarity with privacy‑safe data collaboration methodologies, clean‑room architectures, and advanced attribution frameworks.
• Experience building and managing joint business plans with major agency holding companies and strategic data brokers to drive incremental ad spend.

Pay

USD 143,000 – 178,750 per year