Director of Brand Analytics

  •  Lyft
  •  San Francisco, CA
  •  Jan. 16, 2018

Job Description

At Lyft, we’re on a mission to build the defining brand of our generation. We need to know whether or not the actions we take are effective and efficient in meeting our goals. Today our brand is expressed through a variety of channels: digital, radio, out of home, TV, social content, just to name a few. We are looking for someone who is energized by the challenge of measuring brand impact; someone who has experience dealing with the messiness of hard to attribute channels and understands how to structure experiments to get cleaner interpretations of the impact of our message out in the world.
This role will work very closely with senior executives, the central analytics teams, and a wide variety of marketing stakeholders to help measure, interpret, and advise on the direction of brand growth at Lyft. The ideal candidate will need to balance technical savvy, management skill, and the ability to communicate and move people to action. As an analytics leader on the marketing team, you’ll be responsible for building and promoting the analytic frameworks the Lyft marketing team uses.
If you’re sharp, highly analytical, resourceful, a great team builder, and skilled at communicating complex ideas with ease, then we’d like to talk to you.


    • 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
    • Have 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


    • 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 prefered

Lyft is an EEO employer that actively pursues and hires a diverse workforce, and pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.