Challenge
Lyft had just launched in the Pacific Northwest and had never marketed to the region before. Awareness was slim, demand was lacking and market share was low.
How I helped
I built Lyft's PNW marketing function from the ground up — team, strategy, and all. Rather than adapting what worked elsewhere, we dug into local rider behavior and channel data to develop first-of-its-kind programs that drove awareness, preference, and market share. The result: Portland became Lyft's highest market share city in the nation.
