Senior Manager, Demand Generation

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 B2B revenue is scaling fast — Business Travel, Healthcare, Lyft Pass, and Self-Serve SMB represent a significant and growing share of total bookings. We're looking for a Senior Manager of Demand Generation to execute and evolve the demand engine that drives this growth. This is a high-ownership, high-visibility role embedded at the intersection of campaigns, content, and pipeline — running programs that move accounts from awareness to activated customers at scale.

You'll own execution across the full B2B marketing funnel, leading a small but focused team and working in close partnership with Sales, Product, Analytics, and Marketing Operations. You'll be expected to tie every program to measurable pipeline impact and to develop into a broader strategic leader over time.

Responsibilities:

Own and execute a scalable full-funnel demand generation strategy across B2B segments including Business Travel, Lyft Pass, Healthcare, and Self-Serve SMB - driving engagement from awareness through pipeline creation, conversion, expansion, and retention

Design and optimize customer and prospect journey frameworks across the entire lifecycle, including acquisition, onboarding, nurture, adoption, expansion, re-engagement, and retention

Develop and lead the broader lifecycle engagement strategy leveraging behavioral insights, segmentation, product signals, and personalization to improve customer experience and conversion performance

Build and manage scalable inbound and outbound programs including paid digital, ABM, content syndication, SEM, SEO/AEO, webinars, nurture campaigns, and integrated multi-channel engagement programs

Own nurture strategy and engagement programs across prospect and customer audiences, ensuring consistent communication aligned with buyer stage, intent, and business objectives

Drive retention and expansion marketing initiatives in partnership with Customer Success, Product, and Sales teams to improve product adoption, engagement, renewals, and customer growth opportunities

Establish campaign prioritization frameworks aligned with company objectives, pipeline targets, product launches, seasonal trends, renewal cycles, and key go-to-market initiatives

Own pipeline contribution goals and develop reporting frameworks for MQLs, SALs, SQLs, CAC, attribution, conversion rates, funnel velocity, engagement, and marketing-sourced pipeline performance

Partner closely with Sales and BDR leadership on lead management strategy, SLAs, lead scoring models, routing logic, qualification processes, and handoff workflows

Lead ongoing funnel optimization efforts through experimentation, A/B testing, conversion analysis, audience segmentation, and performance analytics

Develop and execute Account-Based Marketing (ABM) strategies targeting strategic enterprise accounts through one-to-one, one-to-few, and one-to-many engagement models

Collaborate cross-functionally with Product Marketing, Sales, Customer Success, Operations, and Data/IT teams to align messaging, campaigns, customer insights, and go-to-market initiatives

Partner with Marketing Operations and CEIT teams to optimize the MarTech ecosystem including HubSpot, CRM, attribution tools, intent platforms, integrations, and data infrastructure

Define and maintain strong database governance and data quality standards across lead capture, enrichment, segmentation, lifecycle tracking, consent management, and reporting accuracy

Leverage analytics, customer insights, and market intelligence to identify growth opportunities and continuously improve campaign effectiveness and pipeline efficiency

Contribute strategically to scalable growth initiatives by balancing operational excellence with data-driven decision-making and long-term demand generation planning

Team and Cross Functional Leadership

Lead, coach, and develop a team of 2 marketers across demand gen, marketing operations, and campaign execution

Operate as a player-coach: hands-on in campaigns and reporting while developing team capability over time

Build a culture of experimentation, data literacy, and accountability to pipeline — not just activity

Manage agency and vendor relationships; own the B2B demand gen budget with clear ROI accountability

Collaborate with Industry Marketing on the B2B content calendar — whitepapers, case studies, ROI tools, blog, and sales enablement assets

Partner with Product Marketing to ensure content ladders up to category narratives and competitive positioning

Experience:

7+ years of B2B marketing experience with at least 2 years leading or closely coordinating a demand generation function

Demonstrated track record of executing demand gen programs that produced measurable pipeline and revenue impact

Experience marketing to enterprise and/or mid-market accounts, with solid familiarity with enterprise sales cycles

Deep fluency in ABM strategy and execution (platforms like Demandbase, 6sense, or Rollworks)

Hands-on experience with marketing automation platforms (HubSpot)

Strong command of marketing analytics — attribution, pipeline reporting, CAC, LTV, and funnel metrics

Proven ability to partner closely with Sales, BDR, and Revenue Operations teams

Some experience managing direct reports or leading cross-functional project teams; strong coaching instincts

Preferred

Experience in marketplace, SaaS, or transportation/mobility business models

Background in both product-led growth and sales-assisted motion environments

Familiarity with Salesforce CRM, intent data platforms, and multi-touch attribution tools

Experience in a high-growth, fast-paced environment where you've had to build infrastructure from the ground up

Prior experience with vertical-specific B2B marketing (Healthcare, Corporate Travel, or HR/Benefits)

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 with company match 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 and Lyft ride credits

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 at least 3 days per week, including 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 $145,000 - $181,500, not inclusive of potential equity offering, bonus or benefits. Salary ranges are dependent on a variety of factors, including qualifications, experience and geographic location. Your recruiter can share more information about the salary range specific to your working location and other factors during the hiring process.

Lyft may use artificial intelligence to screen applicants, however, Lyft employees make the ultimate selection and hiring decisions.

This job fills an existing vacancy.