Sr. Product Marketing Manager, Programmatic Ad Solutions

## Responsibilities ### Programmatic Strategy & Audience Extension Go-to-Market - Own the end-to-end strategy and go-to-market for Lyft Ads' programmatic business, with a primary focus on Audience Extension solutions that extend Lyft's first-party data and targeting capabilities beyond the app. - Develop compelling narratives, positioning frameworks, and packaging structures that clearly articulate Lyft Ads' programmatic differentiation to agencies, brands, and demand partners. - Define the commercial and product strategy for how Audience Extension is sold, including deal structures, influencing pricing, audience segmentation, and measurement integration. - Partner closely with Product Management and Data Science to ensure programmatic offerings are technically sound, scalable, and competitively differentiated. - Monitor programmatic market trends, competitive dynamics, and evolving buyer behavior to proactively refine strategy and maintain a leading position. - Drive revenue growth through programmatic channels by identifying new demand sources and structuring scalable, repeatable go-to-market motions. ### Programmatic Channel & Partner Management - Identify, evaluate, and manage relationships with key programmatic channel and revenue partners including DSPs, SSPs, data clean rooms, ad networks, and measurement providers. - Partner with the leadership team to influence commercial negotiations and deal structuring across the programmatic partner ecosystem — defining how Lyft Ads integrates technically, commercially, and strategically with each partner. - Build a partner prioritization framework that optimizes for revenue impact, technical efficiency, audience scale, and strategic alignment. - Serve as the primary business point of contact for programmatic demand and measurement partners; drive QBRs, joint business plans, and revenue accountability. - Work with Engineering, AdTech, and Product teams to ensure partner connections are optimally implemented and continuously improved. - Evaluate emerging demand sources and new partnership models (e.g., retail media networks, data collaboration platforms) to identify incremental revenue opportunities for Lyft Ads. ## Requirements - 10+ years of experience in digital advertising, with meaningful depth in programmatic, ad tech, or commerce/retail media. - Strong knowledge of the programmatic ecosystem — including DSPs (e.g., DV360, The Trade Desk, Amazon DSP), SSPs, DMPs, CDPs, clean rooms, and measurement partners. - Demonstrated experience structuring and negotiating commercial partnerships with technology and demand-side platforms. - Experience developing go-to-market strategies and pricing frameworks for advertising products. - Exceptional cross-functional collaboration skills; proven ability to work across Sales, Product, Engineering, Data Science, Marketing, and Finance. - Strong analytical and financial modeling skills; ability to build business cases and model revenue scenarios. - Outstanding written and verbal communication skills; capable of translating complex ad tech concepts into clear, compelling narratives for diverse audiences. - Bachelor's degree or equivalent experience. ## Nice to Have - Experience at a commerce media company, mobility platform, retail media network, or high-growth digital publisher. - Familiarity with audience extension products and off-platform programmatic solutions built on first-party data. ## Benefits Lyft offers a work environment where all team members belong and have the opportunity to thrive. The role is part of Lyft Ads, 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.