Jessica Zhang got her start managing creative talent at the Los Angeles-based Creative Arts Agency. The agency is considered a powerful force in Hollywood thanks to its impressive roster of clients. After four years there, she worked briefly at influencer marketing shop Collectively before heading to Lyft, where she works on culture and entertainment marketing. She spends much of her time collaborating with celebrities—including music makers Cardi B, Demi Lovato, 6Lack, and Travis Scott—on how they can connect with Lyft-riding fans. When rapper 6lack held a listening party for his album East Atlanta Love Letter, she connected some local fans with a ticket and a lift to the party. When Demi Lovato was on her Future Now tour, Zhang arranged for the star to drive around as a Lyft driver and surprise a handful of riders in Denver. Zhang tries to have fun on the job, while making sure her activations always make sense inside of a car.