Sr. Manager, GTM Strategy & Sales Packaging

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 Ads gives brands a unique way to reach consumers during high-intent moments: on their way to concerts, games, nights out, and everyday destinations. In this role, you'll set the strategy behind how we bring those moments to market, arm our sellers to win, and connect advertisers with millions of riders across the country. Lyft Ads is looking for a Senior Manager of Sales Packaging & Go-to-Market Strategy to build and lead the function that turns ridership data, cultural moments, and product capabilities into the packages our sales team sells every day. This is a strategic leadership role: you'll set the packaging and pricing agenda for the full Lyft Ads portfolio, build the go-to-market motions behind our biggest revenue moments, and give sellers the stories, structure, and pricing tools they need to win. You are a builder. You operate comfortably at the intersection of strategy and execution, and you have a track record of driving commercial outcomes in ambiguous, fast-moving environments. You bring a POV to partnership and packaging conversations, and you know how to align internal and external stakeholders around a shared vision. You are energized by the challenge of taking a scaled, high-growth advertising business and making it even better: more differentiated, more efficient, and more impactful for the brands and agencies that invest with Lyft Ads. You'll operate at the intersection of data, product, pricing, creative, and sales, and you'll be expected to bring an independent point of view on where Lyft Ads should show up, what we should charge, and how we package multi-product solutions with measurement built in. This role owns and manages the Lyft Ads Studio team, sits at the table with Sales leadership, and works in close partnership with Data Science, Finance, Product Marketing, Product, and cross-functional leadership across the business. Responsibilities: • Own the sales packaging strategy for Lyft Ads' full suite of on- and off-platform advertising solutions, building differentiated packages that map to advertiser objectives and buying behavior • Set the vision and calendar for tentpole and cultural-moment packaging (Super Bowl, March Madness, Women’s World Cup, Coachella, Formula 1, SXSW, Halloween, Valentine's Day, New Year's Eve), using ridership and audience data to identify where and when advertisers should show up • Craft the go-to-market narratives behind each package, from initial data-driven thesis to the story sellers use in market, in partnership with Product Marketing and Lyft Ads Studio • Formulate pricing and deal economics for sponsorships, tentpole packages, and multi-product bundles, balancing revenue optimization with competitive positioning and advertiser value • Build multi-product solutions that combine packaging with measurement frameworks, giving advertisers a clear read on performance and giving sellers proof points to close • Partner with Sales, Data Science, and Finance to model package performance, set pricing guardrails, and build scalable frameworks for both direct IO and programmatic deal structures • Develop audience-segmented packaging for key verticals (CPG, QSR, Auto, Financial Services, Travel) to sharpen sales conversations by category • Own the GTM materials that arm the field: one-sheets, rate cards, media plans, packaging guides, and sales playbooks • Establish a feedback loop between field sales and the packaging/pricing function so offerings stay relevant, competitive, and commercially viable • Report on tentpole and package performance and build case studies with Product Marketing to prove out the model and inform the next cycle • Represent packaging strategy in front of Sales and Ads leadership, and act as a thought partner to the VP on where the portfolio should go next • Lead and manage the Lyft Ads Studio team, currently two creative strategists, a designer, and a program manager, setting priorities, workflow, and quality bar for the creative and GTM work that supports every package • Hold a seat at the table with Sales leadership, representing packaging, pricing, and creative strategy in planning and pipeline conversations • Build and maintain close working relationships with cross-functional leaders across Product, Data Science, Finance, and Marketing to keep packaging strategy aligned to the broader business Experience: • 15+ years of experience in digital advertising, with meaningful depth in brand media solutions, programmatic, ad tech, and/or commerce/retail media • In-depth understanding of building brand solutions across on-platform, programmatic, and experiential • Strong knowledge of the programmatic ecosystem, including DSPs (e.g., The Trade Desk, DV360, Amazon DSP), SSPs, DMPs, CDPs, clean rooms, and measurement partners • Experience developing go-to-market strategies, sales packaging, and pricing frameworks for advertising products • Proven people leadership experience, including managing a team of creative, program, or strategy professionals and developing their careers • Exceptional cross-functional collaboration skills; proven ability to work across Sales, Product, Engineering, Data Science, Marketing, and Finance • Strong analytical and financial modeling skills; ability to build business cases and model revenue scenarios • Outstanding written and verbal communication skills; capable of translating complex ad tech concepts into clear, compelling narratives for diverse audiences • Bachelor's degree or equivalent experience • Preferred: • Experience at a travel media platform, commerce media company, or high-growth digital publisher • Familiarity with audience extension products and off-platform programmatic solutions built on first-party data • Prior experience in a sales marketing, packaging, strategy, or bizd