As Lyft Rapidly Gains Market Share, the Brand’s New CMO Will Be Tasked With Maintaining That Moment

Joy Howard replaces Melissa Waters after just 2 years

Lyft hires Joy Howard as its new CMO.

Lyft had a major year of growth from 2017 to 2018. Now the brand has announced a new chief marketing officer, Joy Howard. She replaces Melissa Waters, who joined Lyft as vp of marketing just over two years ago. The brand did not confirm where Waters is going, or the reason for her departure.

As CMO, Howard will be responsible for maintaining Lyft’s strong momentum and growth.

As of September 2018, Lyft doubled the number of rides in the U.S. and Canada, from over 500 million rides to 1 billion in less than a year. The brand also has a growing market share in the competitive ride-sharing space. Lyft currently has a 35 percent market share in the U.S., up from 17 percent in January 2016 and 22 percent in January 2017.

“Americans have embraced Lyft because the company not only offers superior service, but also is deeply committed to transform transportation and make our cities more livable. I can’t wait to contribute to this crucial mission,” Howard said in a statement.

Prior to joining Lyft, Howard served as CMO of Sonos for just over three years. She also served as vp of marketing for Patagonia for nearly two years. Howard also has experience at major brands including Nike (as vp of global marketing for the Converse All Star brand), Coca-Cola and Johnson & Johnson.

“I’ve devoted my career to building brands that are platforms for positive social change, so I couldn’t be more thrilled to join Lyft, one of our country’s great social enterprise brands,” Howard added.

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