Lyft Inc. named a new chief marketing officer and chief financial officer, filling out its executive ranks as it competes in the car-booking market with Uber Technologies Inc.

Kira Wampler, who most recently worked at real-estate website Trulia Inc., is joining to lead the company’s marketing efforts in a newly created position, said the startup, which lets people summon car rides via a mobile application. Brian Roberts was promoted to CFO after working on business development at Lyft, the company said.

The hires follow several exits at Lyft, which is racing against Uber to expand internationally and recruit drivers. Uber recently hired former Lyft Chief Operating Officer Travis VanderZanden, who was sued by Lyft and accused of taking proprietary strategy documents about Lyft’s international expansion plans. Both San Francisco-based companies are expanding at a breakneck pace, with Uber announcing today a $1.2 billion funding round that values the company at $40 billion.

“We’re continuing to build the executive leadership team here at Lyft,” Wampler said in an interview. “We’re just scratching the surface, not only as a company but as a category.”

Lyft’s growth will be also be fueled by new products such as Lyft Line, for carpooling, and Driver Destination, which enables drivers to give rides along routes they would have otherwise driven alone, Wampler said. The company hasn’t yet replaced the COO position, but is continuing to hire aggressively, she said. Lyft raised $250 million in a funding round in April.

Uber has also bolstered its management ranks, hiring several high-profile executives, including David Plouffe, a former top political adviser to U.S. President Barack Obama. In March, Uber hired former Goldman Sachs Group Inc. banker Cameron Poetzscher as head of corporate development.

The companies have worked to recruit each other’s drivers with large bonuses or perks. When asked about the rivalry, Wampler said, “The one thing I’ve learned is that good guys win.”

To contact the reporter on this story: Sarah Frier in San Francisco at To contact the editors responsible for this story: Pui-Wing Tam at Reed Stevenson, John Lear.

Tags: lyft, startups, uber
Photo Credit: Lyft will acquire car-pooling app Hitch. Lyft