About the role
<p>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.</p> <p>The Growth Marketing team is a data-driven, growth-focused function that brings together marketing, analytics, user insights, and experimentation to develop and optimize our rider and driver acquisition strategy.</p> <p>We are looking for an experienced, analytically minded programmatic marketer to lead and scale our programmatic user acquisition efforts. This is a senior individual contributor role requiring a blend of strategic thinking, hands-on channel expertise, and rigorous analytical skills. You will own key parts of our Growth Acquisition program and independently drive new user growth across emerging company initiatives including International Expansion, Partnerships, and Experimental Programs.</p> <p>The ideal candidate is self-directed, proactively digs into data, and brings a strong experimentation mindset. Advanced SQL and Excel skills are required. We're also looking for someone who actively uses AI tools (e.g., Claude, Gemini, ChatGPT) to sharpen their analytical and operational workflows — not just as a novelty, but as a genuine multiplier on their output.</p> <h2><strong>Responsibilities:</strong></h2> <ul> <li>Own the strategy, execution, and optimization of programmatic paid media campaigns — including audience buildout, signal testing, bid strategy, and creative rotation across display, video, and native formats</li> <li>Build, manage, and scale campaigns with a strong lens toward experimentation, incrementality, and measurement</li> <li>Develop channel roadmaps and work cross-functionally with Marketing, Product, Analytics, and Business teams to align on priorities and goals</li> <li>Partner with third-party vendors and DSPs to expand online and offline acquisition capabilities</li> <li>Conduct ad-hoc analyses to diagnose performance, surface insights, and drive actionable recommendations</li> <li>Design and execute A/B and multivariate experiments to improve campaign performance and efficiency</li> <li>Leverage AI tools (e.g., Claude, Gemini) to accelerate analysis, automate repetitive workflows, and bring a modern, efficiency-oriented approach to day-to-day operations</li> </ul> <h2><strong>Experience:</strong></h2> <ul> <li>5+ years of experience in growth marketing or paid acquisition channel management, with deep expertise in programmatic media — including hands-on work with DSPs (The Trade Desk, DV360), audience strategy and segmentation, signal testing, bid optimization, and campaign architecture across display, video, and native formats</li> <li>SQL and advanced data analysis skills are required — we will assess this during th