Growth Marketing at Lyft By Sigal Bareket, Director of Growth Marketing at Lyft Join Lyft's Director of Growth Marketing, Sigal Bareket, for a deep dive into manifestations of mobile marketing and growth at Lyft.

1. Growth
Marketing at Lyft
The Secret of Success
Sigal Bareket
Director of Growth
@s_bareket

2. Growth Marketing at Lyft
The Secret of Success

3. As growth marketers we follow one basic rule
Keep growing as long as you can meet your
ROI targets.

4. Lyft is a marketplace
Balance supply and demand: Stop acquiring
drivers if you can't match them with passengers.

5. Lyft is a regional marketplace
Supply and demand should be balanced in real
time and within 4 minutes of each other.

6. Passengers
B2C
Short funnel
Optimize for first ride
Drivers
B2B
Long funnel
Optimize for hours
on the platforms
We acquire and engage two very different audiences

7. We are committed to improving people’s life
so the economics should work for everybody

8. Lyft growth marketer’s task
Acquire and retain two very
different audiences with different
goals, and have them meet at the
right place and the right time to
execute a ride that will pay off.

9. Wow… Is it possible???

10. x2 growth
Yes!

11. The secret of being a growth
marketer at Lyft is...

12. Connecting the dots
(used to be breaking the silos, but this is so 2016… )

13. Connecting the dots among teams
Growth marketing
Product / Engineering
Data science
The Pod
Structure

14. First week = Lyft-Line
The challenge - approved drivers who get “Lyft-Line”on the first week

15. Growth marketing
Brand marketing
Local marketing
Connecting the dots among the user’s touch points
31%
decrease in CPL
(cost per lead)
8%
increase in CTR
(click-through rate)
vs existing controls

16. #DeleteUber
Connecting the dots between the user’s lifecycle steps

17. OnboardingAcquisition
Follow the user’s journey
Engagement Retention

18. #DeleteUber
Invest heavily in driver
acquisition
Balanced Marketplace

19. To sum upTo sum up….
1. Remember the marketer’s Holy Trinity
2. Increase acquisition CR by multiple touch points
3. Keep consistent communication from the very first
touch point throughout the user lifecycle