Senior Demand Generation Manager

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 Demand Generation Manager 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.