Marketing Manager, Driver

Socotra, Inc.; Toronto; Hybrid; CAD 115,000 - 144,000; Full time

Job summary

A leading transportation company, based in Toronto, is seeking a Marketing Manager to own and execute go-to-market strategies for products. The role involves cross-functional collaboration and strategic data analysis to drive marketing impact. The individual must have over 5 years of marketing experience and a strong analytical background. The position offers a hybrid work schedule and a salary range of CAD $115,000 to $143,750, alongside comprehensive benefits including extended health coverage and paid time off.

Benefits

Extended health and dental coverage

Mental health benefits

Flexible paid time off policy

RRSP plan

18 weeks paid time off for new parents

Qualifications

• 5+ years of progressive marketing experience; 3+ years in product marketing.
• Demonstrated experience collaborating with product teams.
• Strong analytical foundation for understanding financial models.

Responsibilities

• Own the product marketing strategy and execution for Lyft's products.
• Develop and execute marketing campaigns for measurable impact.
• Build rigorous KPI frameworks connecting marketing to business outcomes.

Skills

Strategic positioning

Data-informed decision-making

Cross-functional collaboration

Customer journey analysis

Measurement frameworks

Job description

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.

Lyft's Marketing & Communications team’s customer-obsessed approach ensures that we deliver a best-in-class experience to both drivers and riders. We are committed to doing the best work of our careers, fostering innovation, and delivering exceptional results that shape the future of transportation.

As a Marketing Manager on the Product Marketing team, you will own go-to-market strategy and execution for Lyft's products and initiatives. You'll drive incremental value for the business through strategic positioning, data-informed decision-making, and disciplined measurement of marketing impact. Working cross-functionally with product, operations, and data science, you'll translate insights into compelling marketing narratives that strengthen supply, demand, engagement, and rider and driver lifetime value.

Responsibilities

• Own the product marketing strategy for assigned initiatives, including business case development, measurement framework design, and quarterly performance reviews
• Develop and execute marketing campaigns that drive measurable incremental impact—design experiments, establish causal inference methodologies, and work with analytics to validate marketing ROI
• Build rigorous KPI frameworks connecting marketing activities to business outcomes, including incremental rides, and lifetime value contribution
• Conduct deep customer journey analysis and segmentation work to understand behavioral drivers, churn risk factors, and the "next best action" across lifecycle stages; translate insights into targeted go-to-market approaches
• Benchmark and track competitive positioning, particularly against Uber and other gig platforms; synthesize findings into strategic positioning recommendations
• Partner with Product and Operations to identify market opportunities and inform product roadmap decisions through quantitative market analysis
• Translate quantitative findings and market insights into clear, compelling narratives for leadership and cross-functional stakeholders
• Collaborate with the Brand and Growth teams to align positioning across all channels while maintaining measurement discipline and financial accountability

Experience

• 5+ years of progressive marketing experience; 3+ years in product marketing or go-to-market strategy
• Demonstrated experience collaborating with product teams, writing positioning, building measurement frameworks, and drawing causal inferences from marketing data
• Strong analytical foundation—ability to work with data at scale, understand financial models for marketing investments, and understand unit economics and customer/driver lifetime value
• Track record of translating data and insights into clear, actionable recommendations for senior stakeholders
• Excellent cross-functional collaboration skills; comfort working in ambiguous environments with incomplete information

Preferred Qualifications

• Experience in two-sided marketplaces or consumer internet companies
• Familiarity with rideshare, gig economy, or supply-side marketing dynamics
• Willingness to respectfully question assumptions and are uncomfortable with claims that can’t be empirically validated
• Comfortable with data-driven discourse; you see measurement as an enabler of better decisions, not a burden
• Balance analytical rigor with business pragmatism; you can make confident decisions despite ambiguity and incomplete information
• High standards for yourself and others; you’re entrepreneurial in your approach to testing unconventional ideas and bringing fresh perspectives to marketing

Benefits

• Extended health and dental coverage options, along with life insurance and disability benefits
• Mental health benefits
• Family building benefits
• Child care and pet benefits
• Access to a Lyft funded Health Care Savings Account
• RRSP plan to help save for your future
• In addition to provincial observed holidays, salaried team members are covered under Lyft's flexible paid time off policy. The policy allows team members to take off as much time as they need (with manager approval). Hourly team members get 15 days paid time off, with an additional day for each year of service
• Lyft is proud to support new parents with 18 weeks of paid time off, designed as a top-up plan to complement provincial programs. Biological, adoptive, and foster parents are all eligible.
• Subsidized commuter benefits

Lyft is committed to creating an inclusive workforce that fosters belonging. Lyft believes that every person has a right to equal employment opportunities without discrimination because of race, ancestry, place of origin, colour, ethnic origin, citizenship, creed, sex, sexual orientation, gender identity, gender expression, age, marital status, family status, disability, pardoned record of offences, or any other basis protected by applicable law or by Company policy. Lyft also strives for a healthy and safe workplace and strictly prohibits harassment of any kind. Accommodation for persons with disabilities will be provided upon request in accordance with applicable law during the application and hiring process. Please contact your recruiter if you wish to make such a request.

Lyft highly values having employees working in-office to foster a collaborative work environment and company culture. This role will be in-office on a hybrid schedule — Team Members will be expected to work in the office 3 days per week on Mondays, Wednesdays, and Thursdays. Lyft considers working in the office at least 3 days per week to be an essential function of this hybrid role. Your recruiter can share more information about the various in-office perks Lyft offers. Additionally, hybrid roles have the flexibility to work from anywhere for up to 4 weeks per year. #Hybrid

The expected base pay range for this position in the Toronto area is CAD $115,000-$143,750. Salary ranges are dependent on a variety of factors, including qualifications, experience and geographic location. Range is not inclusive of potential equity offering, bonus or benefits. Your recruiter can share more information about the salary range specific to your working location and other factors during the hiring process.