Exclusive: Lyft brings on Terra Carmichael to lead communications

Context: Carmichael previously served as CCO at StockX and held senior communications roles at Eventbrite, software company Xobni and Yahoo.

• She will report to Lyft's chief marketing officer Brian Irving and will serve on the executive leadership team. She will oversee corporate communications, product and brand comms, social media and editorial.
• Carmichael is succeeding Sona Iliffe-Moon, who departed Lyft for Yahoo, and Dominic Carr, who currently leads communications at Starbucks.

What she's saying: Lyft is working to differentiate itself in a large, competitive market and comms is a key part of that, says Carmichael.

• "I've spent the last decade working on two-sided marketplaces that inspire human connection, empowerment and expression," she told Axios.
• "Lyft not only gives me an opportunity to continue to focus on this passion, but also ticked all the boxes in terms of what I was looking for next — a place where I can learn new things and work with great people on a brand with massive opportunities for growth."

What's next: Carmichael is focused on reaching younger audiences through innovative branding and comms strategies.

More on Axios: How Lyft CEO David Risher communicated through the typo crisis

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• Lyft safety report shows more fatalities, fewer serious sexual assaults