Melissa Waters became vice president of marketing at Lyft in October 2016, after serving as VP of brand and product marketing at Pandora. As a challenger brand, Waters has looked to use creative advertising and unique brand partnerships to counter market leader Uber. This brand's biggest campaign in 2018 starred Jordan Peele and Tilda Swinton in space, extolling Lyft's better way of business.
Waters also launched Round Up and Donate, giving Lyft riders the chance to round up their fare to the nearest dollar to donate to charity, and partnered with Delta to allow people to link up their Lyft and Delta Rewards accounts. She also spearheaded integrated brand partnerships with Netflix, Disney, Budweiser, and more.
Waters plans to continue using the company's values as a foundation of its marketing and contributing to causes while helping other get involved.