How Lyft Plans to Accelerate Its Momentum With a New Brand Marketing VP and Agency Roster

The sector’s already tense competition only heated up in recent weeks as China’s Apple-backed Didi Chuxing scored a record $5.5 billion funding round after effectively blocking Uber’s mainland expansion efforts. Gett also acquired smaller rival Juno for $200 million.

While Uber, Travis Kalanick’s once-indomitable market leader, stumbles from one crisis to another—the latest being a federal investigation of its “Greyball” software program—perennial underdog Lyft sees an opportunity to position itself as a socially conscious alternative in a crowded, cutthroat field.