Senior Product Marketing Manager, Pro Experience
LawnStarter, San Francisco, CA, United States
The Role
You'll own how LawnStarter communicates with Pros, across every touchpoint, across the full lifecycle, with a clear goal: more Pros succeeding on the platform.
Today, most Pros experience LawnStarter as a job board, work comes in, they do it, they get paid. You'll change that. You're building the communications experience that makes Pros feel like LawnStarter is invested in their success: a platform that helps them grow their business, get better at their craft, and earn more over time. That's the brand you're building, not for homeowners, but for the 10,000+ small business owners who power the marketplace.
This isn't a traditional CRM role or a brand role. It's supply-side product marketing. You're designing the communications experience that keeps our supply base activated, informed, motivated, and growing. That means owning the strategy for Pro-facing communications across in-product messaging, community, help content, incentive programs, and internal Pro advocacy with execution support from cross-functional partners.
What You'll Own
In-product messaging: Partner with Product to design and maintain the system for Pro-facing in-app communications, communicating platform changes, incentives, and performance data at the right moments in the Pro journey.
Community, upskilling & brand voice: Pro community building in Bettermode, which includes engagement strategy, content cadence, and the tone of voice for all Pro-facing communications. Pros are small business owners, not gig workers, the voice should reflect that. Define the vision for Pro Academy (training, upskilling, potential partnerships like Greenius); work with partners on content production and delivery.
Pro help content: Strategy for the knowledge base, FAQs, and how-to content that let Pros find answers without contacting support. Work with PMs on help content for feature launches and platform changes. Measure success by deflection, not just views.
Internal Pro advocacy: Own the Pro listening system, interviews, call reviews, Bettermode monitoring, support trend analysis, and route insights to product, ops, and support in ways that drive actual decisions.
Gamification & incentive programs: Own how challenges, badges, and tier-based incentive programs are communicated to Pros across the full lifecycle, from early activation through long-term retention. Product and Data design the incentive structures; you ensure Pros understand, engage with, and are motivated by them.
Problems to Solve
60% of onboarded Pros never complete a first job.
They sign up, complete onboarding (often same-day), enter the Intro tier, and then disappear. The supply math is stark: of every 30 Pro leads acquired, only 1 becomes a valuable active Pro. This is the single biggest supply lever available, and it's currently unowned.
Pro communications are fragmented.
In-product messaging, email sequences, Bettermode posts, and help articles are managed across three different teams with no unified voice or strategy. Pros get inconsistent signals about how the platform works, what they should do next, and what the rules are. That inconsistency erodes trust.
Pro feedback doesn't flow back to decisions.
We hear from Pros constantly, through support tickets, community posts, NPS surveys, direct calls. But there's no systematic process for capturing, synthesizing, and routing those insights to decision-makers.
High-value Pros eventually build their own businesses, and we lose them.
Our best Pros reach the highest tiers, build strong customer relationships, and develop recurring revenue. At some point, the calculus shifts: they have enough of their own customers that the platform's value proposition needs to be actively reinforced. Right now, no one owns the communications that make the case for why high-performing Pros should stay and grow with us. This is the hardest retention problem in the role, and it starts with understanding what these Pros actually need to hear.
What Success Looks Like (Year 1)
More onboarded Pros complete their first job Significant improvement (5+ percentage points) in 30-day activation rate.
Pros sentiment is measurably improving. You’ve established the baseline and can show the trend.
Who You Are
You’ve developed genuine expertise on a supply-side or creator-side user segment by listening directly. Not from dashboards, from conversations, call reviews, community participation, and direct contact. You can name something specific you learned that surprised you and used it to change something internally. This is the most important thing you’ll bring to this role. This is unlikely to be a good fit if your “user expertise” is primarily quantitative, data matters, but this role requires knowing things that don’t show up in a funnel.
You write for real people, not for corporate approval. Your Pro-facing copy is clear, warm, and direct, not full of platform jargon or hollow encouragement. You know the difference between a message that earns attention and one that gets scrolled past, and you have examples you're proud of. This is unlikely to be a good fit if your writing background is primarily internal documents, executive summaries, or B2B content.
You connect communications to outcomes. You don't measure success by sends or opens, you ask whether behavior changed. You can trace a message or sequence back to a supply outcome, or explain why you can't yet and what you'd need to measure it. This is unlikely to be a good fit if your analytics stop at engagement metrics.
You influence without authority. Your impact runs through Product, Ops, and Support, teams you don't control. You’re comfortable building the case, presenting the data, and making it easy for partners to say yes. You've changed how a team made a decision by surfacing insights they didn't have. This is unlikely to be a good fit if you need direct control over execution to feel accountable for outcomes.
You build from scratch. No playbook, no existing systems, no defined lanes. You’ll design the processes, not just run them. That's energizing to you, not stressful. This is unlikely to be a good fit if you thrive in mature, well-documented environments with established workflows.
AI-native. You’ve used AI tools to scale content creation, synthesize qualitative feedback, or automate communications workflows, and you can show the output. You experiment and iterate, not just prompt. This is unlikely to be a good fit if you treat AI as a novelty or use it only for the occasional first draft.
This Role Is NOT
A CRM execution role. Lifecycle comms are part of the picture, but you're also owning in-product messaging, community, help content, gamification, and internal advocacy. Pure email/SMS management is a fraction of the job.
A homeowner marketing role. This is supply-side. You're communicating with Pros, not customers. If your experience is primarily consumer acquisition or B2C retention, you'd be switching contexts significantly.
A product management role. You'll partner with Product and influence the Pro App roadmap through data and advocacy, but you don't own it.
A people management role. This is a senior IC position. Broad scope and cross-functional influence, but no direct reports.
Compensation & Benefits
Base salary: $120k-$150k
Equity: Stock options, Pro supply is one of the most critical levers in the business, and the person who owns how we communicate with that supply is investing in company value directly
Healthcare: Medical, dental, and vision coverage
Location: Fully remote (US-based), this role requires deep qualitative work, direct Pro listening, and async cross-functional collaboration; remote works because outputs are measured, not hours
PTO: Flexible time off policy
LawnStarter provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics. We comply with applicable state and local laws governing nondiscrimination in employment.
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You'll own how LawnStarter communicates with Pros, across every touchpoint, across the full lifecycle, with a clear goal: more Pros succeeding on the platform.
Today, most Pros experience LawnStarter as a job board, work comes in, they do it, they get paid. You'll change that. You're building the communications experience that makes Pros feel like LawnStarter is invested in their success: a platform that helps them grow their business, get better at their craft, and earn more over time. That's the brand you're building, not for homeowners, but for the 10,000+ small business owners who power the marketplace.
This isn't a traditional CRM role or a brand role. It's supply-side product marketing. You're designing the communications experience that keeps our supply base activated, informed, motivated, and growing. That means owning the strategy for Pro-facing communications across in-product messaging, community, help content, incentive programs, and internal Pro advocacy with execution support from cross-functional partners.
What You'll Own
In-product messaging: Partner with Product to design and maintain the system for Pro-facing in-app communications, communicating platform changes, incentives, and performance data at the right moments in the Pro journey.
Community, upskilling & brand voice: Pro community building in Bettermode, which includes engagement strategy, content cadence, and the tone of voice for all Pro-facing communications. Pros are small business owners, not gig workers, the voice should reflect that. Define the vision for Pro Academy (training, upskilling, potential partnerships like Greenius); work with partners on content production and delivery.
Pro help content: Strategy for the knowledge base, FAQs, and how-to content that let Pros find answers without contacting support. Work with PMs on help content for feature launches and platform changes. Measure success by deflection, not just views.
Internal Pro advocacy: Own the Pro listening system, interviews, call reviews, Bettermode monitoring, support trend analysis, and route insights to product, ops, and support in ways that drive actual decisions.
Gamification & incentive programs: Own how challenges, badges, and tier-based incentive programs are communicated to Pros across the full lifecycle, from early activation through long-term retention. Product and Data design the incentive structures; you ensure Pros understand, engage with, and are motivated by them.
Problems to Solve
60% of onboarded Pros never complete a first job.
They sign up, complete onboarding (often same-day), enter the Intro tier, and then disappear. The supply math is stark: of every 30 Pro leads acquired, only 1 becomes a valuable active Pro. This is the single biggest supply lever available, and it's currently unowned.
Pro communications are fragmented.
In-product messaging, email sequences, Bettermode posts, and help articles are managed across three different teams with no unified voice or strategy. Pros get inconsistent signals about how the platform works, what they should do next, and what the rules are. That inconsistency erodes trust.
Pro feedback doesn't flow back to decisions.
We hear from Pros constantly, through support tickets, community posts, NPS surveys, direct calls. But there's no systematic process for capturing, synthesizing, and routing those insights to decision-makers.
High-value Pros eventually build their own businesses, and we lose them.
Our best Pros reach the highest tiers, build strong customer relationships, and develop recurring revenue. At some point, the calculus shifts: they have enough of their own customers that the platform's value proposition needs to be actively reinforced. Right now, no one owns the communications that make the case for why high-performing Pros should stay and grow with us. This is the hardest retention problem in the role, and it starts with understanding what these Pros actually need to hear.
What Success Looks Like (Year 1)
More onboarded Pros complete their first job Significant improvement (5+ percentage points) in 30-day activation rate.
Pros sentiment is measurably improving. You’ve established the baseline and can show the trend.
Who You Are
You’ve developed genuine expertise on a supply-side or creator-side user segment by listening directly. Not from dashboards, from conversations, call reviews, community participation, and direct contact. You can name something specific you learned that surprised you and used it to change something internally. This is the most important thing you’ll bring to this role. This is unlikely to be a good fit if your “user expertise” is primarily quantitative, data matters, but this role requires knowing things that don’t show up in a funnel.
You write for real people, not for corporate approval. Your Pro-facing copy is clear, warm, and direct, not full of platform jargon or hollow encouragement. You know the difference between a message that earns attention and one that gets scrolled past, and you have examples you're proud of. This is unlikely to be a good fit if your writing background is primarily internal documents, executive summaries, or B2B content.
You connect communications to outcomes. You don't measure success by sends or opens, you ask whether behavior changed. You can trace a message or sequence back to a supply outcome, or explain why you can't yet and what you'd need to measure it. This is unlikely to be a good fit if your analytics stop at engagement metrics.
You influence without authority. Your impact runs through Product, Ops, and Support, teams you don't control. You’re comfortable building the case, presenting the data, and making it easy for partners to say yes. You've changed how a team made a decision by surfacing insights they didn't have. This is unlikely to be a good fit if you need direct control over execution to feel accountable for outcomes.
You build from scratch. No playbook, no existing systems, no defined lanes. You’ll design the processes, not just run them. That's energizing to you, not stressful. This is unlikely to be a good fit if you thrive in mature, well-documented environments with established workflows.
AI-native. You’ve used AI tools to scale content creation, synthesize qualitative feedback, or automate communications workflows, and you can show the output. You experiment and iterate, not just prompt. This is unlikely to be a good fit if you treat AI as a novelty or use it only for the occasional first draft.
This Role Is NOT
A CRM execution role. Lifecycle comms are part of the picture, but you're also owning in-product messaging, community, help content, gamification, and internal advocacy. Pure email/SMS management is a fraction of the job.
A homeowner marketing role. This is supply-side. You're communicating with Pros, not customers. If your experience is primarily consumer acquisition or B2C retention, you'd be switching contexts significantly.
A product management role. You'll partner with Product and influence the Pro App roadmap through data and advocacy, but you don't own it.
A people management role. This is a senior IC position. Broad scope and cross-functional influence, but no direct reports.
Compensation & Benefits
Base salary: $120k-$150k
Equity: Stock options, Pro supply is one of the most critical levers in the business, and the person who owns how we communicate with that supply is investing in company value directly
Healthcare: Medical, dental, and vision coverage
Location: Fully remote (US-based), this role requires deep qualitative work, direct Pro listening, and async cross-functional collaboration; remote works because outputs are measured, not hours
PTO: Flexible time off policy
LawnStarter provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics. We comply with applicable state and local laws governing nondiscrimination in employment.
#J-18808-Ljbffr