Sr. Product Marketing Manager - Measurement, Data & Audiences

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.

• 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 and analytical skills; ability to build data‑backed business cases, evaluate ecosystem dynamics, and model complex partner revenue scenarios.
• Education: Bachelor’s degree or equivalent experience.
• Preferred
  • Prior experience in a product marketing, business development, or strategic partnerships role directly 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 (RMN), 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.

• Great medical, dental, and vision insurance options with additional programs available…