Ajay is passionate about growth strategies and teams. He currently heads the Marketing Automation team at Lyft. Prior to Lyft, he started the SF office for Canadian startup TextNow and led their Growth team, making it a Top 30 Android app. Before that, he spend 3 years at KIXEYE building out the Growth engineering org managing multiple desktop & mobile game titles. He started his career at Hitachi working on supercomputers.
Lyft takes pride in our mission to improve people’s lives with the world’s best transportation. More than 50 million carbon neutral Lyft rides happen every month across the US and Canada — and we’ve barely scratched the surface in the potential for rideshare.
Improvements in our Marketing & Engagement process is part of our growth. These improvements include launching region-specific marketing & engagement campaigns that increase awareness, and consideration of our multi-modal offerings. The challenge of coordinating these campaigns to scale, however, led us to take on the challenge of automation.
By machine-learning focused automation of routine decisions, we can scale efficiently and create a data-driven self learning system.
In this talk, we will go over how Lyft built its Marketing Automation platform, Symphony, to manage a large-scale marketing budget across various channels, to improve cost and volume efficiency, while enabling our marketing team to run more complex, high-impact experiments.
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