Software Development

At Lyft I led the creation of software platforms that digitally scaled hospitality, delight, and what we called the irreverent Lyft Wink. Between Lyft and Uber, the rideshare product is a commodity, and the only way you differentiate a commodity is through developing brand preference. While I led many traditional 360 brand marketing campaigns for Lyft, I also become obsessed with developing platforms to scale brand moments through the software product itself. The platforms outlined below not only empowered our marketing teams to deliver “break-through” moments in the cultural zeitgeist, they also provided a platform for brand partners to sponsor campaigns and thus fund our marketing efforts.

  • "Magic Mode" Ride Types

    I developed a platform to offer speciality modes within the Lyft app like “Taco Mode” with Taco Bell, “Strange Things Mode” with Netflix, “Ghost Mode” with Sony/Ghostbusters, and “Minnie Van” with Disney World, providing riders with on-demand access to previously unimaginable ride experiences. These campaigns resulted in billions of earned media impression and social shares. We were able to monetize the platform such that partners either worked value-in-kind or paid for access to our platform.

  • "LoPro" Customizable Car Icons

    I developed a platform that allow passengers to customize their in-app car icons, allowing Lyft to partner with cultural influencers and celebrate major holidays like Pride and Halloween. The LoPro platform remains a staple for our marketing team, allowing low-cost access to A-Level IP, and the Lyft Media, ad-sales team monetizes this platform with external buyers.