Sr. Product Marketing Manager - Measurement, Data & Audiences

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.