Lyft Names Raj Kapoor as Its First Strategy Chief

By Greg Bensinger

Ride-sharing service Lyft Inc. said it hired its first strategy chief to bolster operations as the company seeks to solidify its position against larger rival Uber Technologies Inc.

Raj Kapoor, a venture capitalist who helped lead Mayfield Fund's investment in Lyft, is to head strategy, the company said Thursday. It also hired Pandora Media Inc.'s marketing vice president, Melissa Waters, who will assume a similar role at the San Francisco company. Lyft's former marketing head, Kira Wampler, is set to become chief executive of Art.com after a two-year stint.

Mr. Kapoor, 46 years old, was a co-founder of Snapfish, the photo storage business, and Fitmob, a fitness company; he was also on Lyft's board in its early years. Ms. Waters, 39, was previously in marketing at Home Depot Inc. and Diamond Foods Inc.

Lyft has sought to keep up with Uber and improve its standing in the market through corporate partnerships. Last year it formed an alliance with several ride-hailing companies in Asia to let users of each app use the other services in their respective countries. It also raised $500 million this year from General Motors Co. as part of a deal to work on developing self-driving taxis.

Lyft, which was last valued at $5.5 billion by investors, hasn't expanded its operations beyond the U.S., nor has it pursued many new business lines like its crosstown rival. Uber, which is valued at $68 billion and is available in hundreds of cities around the world, is delivering food and other merchandise and recently closed on a deal to buy autonomous truck company Otto.

The two companies spend heavily to attract new customers and drivers to their services, primarily through cash promotions for first-time users. In some markets those payouts can be more than $1,000 if drivers complete a certain number of trips.

Write to Greg Bensinger at greg.bensinger@wsj.com

(END) Dow Jones Newswires

October 20, 2016 18:56 ET (22:56 GMT)

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