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The Senior Product Marketing Manager at LawnStarter is tasked with a critical role aimed at enhancing the experience of service professionals known as Pros. LawnStarter operates as a leading on-demand marketplace, connecting homeowners with local service professionals for various outdoor services. With annual bookings exceeding $100M and a growth rate of over 30% year-over-year, the company is both profitable and expanding its offerings beyond lawn care.
Founded with the aim to simplify lawn care and outdoor services, LawnStarter serves homeowners by providing access to vetted service professionals. The company is headquartered in San Francisco, California. As it continues to grow annually, the focus has shifted towards increasing the engagement and retention of the over 10,000 active Pros who engage with the platform.
As the Senior Product Marketing Manager, you’ll take ownership of communications with Pros across their entire lifecycle on the LawnStarter platform. The role emphasizes the necessity for Pros to feel supported and engaged, moving beyond merely acting as a job board. This involves creating a marketing experience that promotes their success by facilitating growth and enhanced earnings. Indeed, the primary focus turns to supply-side product marketing, which is crucial for maintaining a successful marketplace.
In this position, you will:
In-product Messaging: Collaborate with the Product team to design effective communications that inform Pros about any platform updates, performance stats, and incentives relevant to their journey.
Community Building: Develop strategies for community engagement within Bettermode, overseeing initiatives, content distribution, and the overarching voice that reflects the Pro community as small business owners.
Help Content Development: Create a coherent strategy for FAQs, knowledge bases, and how-to resources that enable Pros to self-service their queries, thereby reducing the number of support tickets raised.
Internal Pro Advocacy: Establish feedback funnels from Pros back to internal teams, ensuring their voices are heard in product and operational decisions.
Gamification and Incentives: Manage how challenges and incentive programs are presented to Pros, ensuring clarity to maintain engagement.
The organization is faced with specific challenges that need addressing:
A concerning 60% of onboarded Pros fail to complete their first job. Strategies must be implemented to improve their initial engagement.
Currently, the communication directed at Pros is inconsistent and fragmented across various teams, diluting the clarity of messaging.
There is a need for a systematic method to capture Pro feedback effectively and relay insights to decision-makers as a part of continuous improvement efforts.
Retaining high-value Pros is crucial, as many eventually grow their businesses and may no longer find value in the platform without proper reinforcement of benefits.
In your first year, measurable success will include:
An improvement in the completion rate of onboarded Pros for their first job by at least 5 percentage points in the first 30 days.
Concrete evidence of improvement in Pro sentiment, establishing a baseline for measurement and progress.
To be successful in this role, you must possess:
Experience with supply-side or creator-side segments gained through direct interaction, rather than just data analysis.
Clear and engaging writing skills targeted at real people while avoiding jargon. The aim is to craft communications that capture attention rather than get overlooked.
A mindset that connects communications to outcomes, able to trace successfully campaign actions to resulting behavioral changes.
Ability to influence cross-functional teams without direct authority, establishing evidence-based recommendations to drive decisions.
A proactive approach in building systems and processes from scratch, reflecting comfort in ambiguity and change rather than routine.
Familiarity with AI tools and their application in content creation and communication workflows.
This position does not entail:
In summary, the Senior Product Marketing Manager role at LawnStarter presents a unique and rewarding opportunity for a marketing professional to impact significantly on supplier engagement. The successful candidate will not only aim to enhance how LawnStarter communicates with its Pros but also work to build strong relationships that promote growth and retention. If you are passionate about making a difference in the lives of small business owners while working in a dynamic and expanding company, this might be the perfect fit.
This job offer was originally published on weworkremotely.com
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