Seeing Yourself in a Shared Micromobility Role
To complement NABSA’s Building a Better Shared Micromobility Industry: Best Practices for More Diverse and Inclusive Workplaces toolkit and strategy to increase diversity in the shared micromobility workforce at all levels we launched “Workforce Diversity Wednesdays”. This blog and social media series spotlights jobs in shared micromobility throughout the year. We post interviews with individuals in the shared micromobility industry highlighting their work and role with the hopes of encouraging more diversity and representation in the field.
Meet Jae Watkins! Jae (she/her) is a Marketing Manager with Lyft Urban Solutions, the micromobility arm of Lyft. She shared insights as a panelist at our Marketing Shared Micromobility webinar. Get to know Jae and read about her journey to shared micromobility below:
How did you come to arrive at working in shared micromobility and your current role?
My career has focused on marketing and communications for sustainability, spanning recycling, water, and now transportation. For the past six years, I’ve been working in transportation and developed a passion for accessible solutions that help people explore their communities. Many community members have shared with me how much more of their neighborhood they discover when traveling by bikes, e-bikes, and scooters.
I was drawn to Lyft and Lyft Urban Solutions because it offered an opportunity to combine creativity and data to impact the fast-paced micromobility industry and improve urban environments. My background in sustainability marketing, combined with Lyft’s commitment to inclusion and customer obsession, made this role a great fit. I use my skills to create campaigns that drive ridership and help build better cities.
What is your favorite thing about your job?
My favorite aspect of my job is the chance to work on varied projects and campaigns that have a tangible impact on communities. It’s incredibly rewarding to see how our initiatives connect people to their city—whether it’s providing access to essential services, informing underserved communities about our equity programs, enabling convenient commutes, or offering a fun and sustainable way to explore. I also value the collaborative spirit at Lyft Urban Solutions. Working with a team of passionate and talented individuals dedicated to the same mission is inspiring. Finally, crafting multi-channel campaigns keeps me learning and growing. I enjoy the challenge of blending data insights with rider and stakeholder feedback to create effective marketing.
What has surprised you most about your job?
The most surprising thing has been the rapid evolution of the micromobility landscape. It’s a constantly changing industry, and I’m continually amazed by the innovation and creativity driving its growth. As a marketer, it’s exciting to keep pace with these changes and communicate directly with stakeholders and riders to ensure we’re supporting our city partners and the communities we serve. I’ve also been pleasantly surprised by the level of community engagement and the genuine desire from cities and partners to collaborate on solutions that benefit everyone. I truly value the cooperative environment in the micromobility space. It’s about more than just transportation; it’s about building stronger, more connected communities.
