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. ## Requirements - 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, ## Nice to Have ## Benefits