Head of Marketing Sciences

4 months ago

Old Toronto, Canada Socotra, Inc. Full time

At Lyft, our mission is to improve people’s lives with the world’s best transportation. To do this, we start with our own community by creating an open, inclusive, and diverse organization.

Lyft's Marketing & Communications team is dedicated to building an iconic brand for the future while driving profitable growth today. Our customer-obsessed approach ensures that we deliver brand love, loyalty, and exceptional value 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.

Lyft is seeking a Head of Marketing Sciences to drive a strategy that connects insights to measurement and impact of everything that Lyft does. This person will also be responsible for understanding customers at the deepest level, enabling us to provide the highest quality experience for our riders and drivers alike. Reporting directly to our Chief Marketing Officer, this leader will play the critical role of identifying the needs, behaviors and perceptions of our customers on both a practical and emotional level to enable Lyft to create marketing products that better serve them and engage with them in a way that resonates. This is a tremendous opportunity for a seasoned marketing analytics leader to lead a small but mighty team to define our Marketing Team’s data-driven initiatives as we relentlessly pursue Lyft’s mission to improve people’s lives with the world’s best transportation.

Responsibilities:
  • Help define and develop segments of Lyft’s customers (rider and driver) and their valued behaviors to help deliver growth
  • Assist in best-practices for data collection and accessibility to help marketing teams action off analytics and insights.
  • Define the scope and framework for brand measurement at Lyft, this may include work streams such as econometric modeling, brand valuation, and brand impact on performance marketing
  • Help attract and retain brand analytics talent to support the measurement and optimization of brand spend
  • Help supervise and guide the statistical techniques and novel experiment design to help measure the impact of a variety of brand investments
  • Work cross functionally with data science and analytics teams at Lyft, ensuring best practices and knowledge share across like functions
  • Possess functional knowledge of SQL or HIVE
  • Understand all stages of customer acquisition and help define the impact of brand spend within this funnel
  • Drive the execution of campaign performance reports to provide key learnings and feedback (trends, patterns, irregularity) for the marketing team
  • Recommend budget allocations based on learnings
  • Partner with external vendors and internal channel managers (Comms, Brand, Social, Acquisition) to design proper analytics framework
  • Work with external vendors to ensure they have the data necessary to carry out campaigns as well as to ensure that they run campaigns in a measurable way
  • Provide technical guidance on models and analyses
  • Collaborate and develop relationships with cross functional business teams at HQ
  • Structure and present analyses to executives and other key stakeholders
  • Serve as a champion of sound decision-making for the marketing team
Experience:
  • B.S. in economics, applied math, statistics or other quantitative field; M.S. or PhD strongly preferred
  • 10+ years experience in an analytics role or equivalent; management experience required
  • Strong SQL and Excel skills
  • Experienced with at least one scripting language (R, Python, SAS, etc)
  • Superb oral and written communication skills; extremely attentive to detail
  • Ability to thrive in a fast-paced startup environment
  • Ability to attract and develop analytics talent to help support the mission
  • Ability to scope out and push to get the necessary tools to measure and understand brand spend and engagement
  • Experience in marketing analytics
  • Experience with brand advertising strongly preferred
Benefits:
  • Extended health and dental coverage options, along with life insurance and disability benefits
  • Mental health benefits
  • Family building benefits
  • Access to a Health Care Savings Account
  • In addition to provincial observed holidays, team members get 15 days paid time off, with an additional day for each year of service 
  • 4 Floating Holidays each calendar year prorated based off of date of hire
  • 10 paid sick days per year regardless of province
  • 18 weeks of paid parental leave. Biological, adoptive, and foster parents are all eligible

Lyft proudly pursues and hires a diverse workforce. 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 now if you wish to make such a request.

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, Thursdays and a team-specific third day. Additionally, hybrid roles have the flexibility to work from anywhere for up to 4 weeks per year. #Hybrid

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