The posting
About LawnStarter
LawnStarter is the nation's leading on-demand marketplace for lawn care and outdoor services, with over $750M in bookings. We're expanding beyond lawn care to become the one-stop shop for home services: three brands (LawnStarter, Lawn Love, Home Gnome), one shared platform.
About Product at LawnStarter
Our BHAG: 1+ job per household, every year. Getting there means winning on four fronts at once: more customers, more Pros, excellent service experience for both sides, and an AI-run company that moves faster than its size should allow.
About Consumer Experience at LawnStarter
Hundreds of thousands of households book outdoor services through LawnStarter. Most come for mowing. The opportunity is everything that comes after: helping them discover what else we can do, and giving them every reason to stay.
That’s the opportunity. The customer web portal and app shapes everything after the first booking: how customers schedule, what they learn about their property, which services they find next, and whether they stay. Much of this experience has never had a dedicated owner, and retention is the biggest lever we haven’t pulled yet.
We believe AI changes what’s possible here. Instead of one product for everyone, we can build an outdoor-services experience tailored to each household: their yard, their schedule, and what they need next.
The Role
You’ll own the end-to-end consumer experience, after first booking through the lifetime of the customer relationship, and decide how AI shapes it. You’ll set the vision and roadmap for this area, then ship it alongside engineers, designers, data/ applied science partners, marketing, and operations.
As Lead PM, you’re an individual contributor operating with Lead-level scope: you own a full product area, build vision and strategy, set direction others build around, and work closely with the PM who owns the Pro experience so every customer win holds up on both sides of the marketplace. You’ll report to the Sr. Director of Product.
What makes this role different:
- You own the relationship, not a screen. Onboarding, scheduling, cross-sell, cancellation and win-back all sit with you, so you fix the whole journey, not one step.
- Room to define the product. These surfaces are live, yet much of the experience has never had a dedicated owner.
- AI is the strategy, not a feature. You'll decide where agentic and AI-based experiences help customers, then ship them.
What You'll Own
- Onboarding: From the first booking to a customer who trusts us with their yard.
- Search and discovery: Helping customers find what they need, including services they didn't know we offer.
- Property details: What shapes the service a customer gets and what a Pro walks into.
- Scheduling: Skips, reschedules, and frequency changes.
- Reviews and tips: How customers rate and reward their Pros.
- Cancellations and win-back: The moment a customer decides to leave, and the path back.
- Cross-sell and personalization: The right services for each customer, tailored to their household.
- AI across the experience: How AI enables all of the above, toward a customized outdoor-services product for every customer.
Problems to Solve:
Turning a mowing customer into a household that trusts us for more. Most customers come to us for one service and rarely see what else their yard needs. You’ll change that by building a deep understanding of each property and household (its size, condition, seasons, and what the customer cares about) and turning it into a personalized plan for everything outside the home. Discovery, search, and recommendations should feel like expert advice from someone who knows their yard, not a sales pitch. Get it right and customers trust us with more; get it wrong and we spend that trust.
Keeping customers through the moments that make them leave. Customers try to skip or reschedule a visit and get it wrong. Some cancel before their first service is ever done. Others leave months in. You'll remove scheduling friction, rethink the cancellation moment, and give departing customers a real reason to return.
Setting the right expectations on both sides.
Every service starts with a set of expectations: what the customer thinks they’re getting, and what the Pro thinks they’re walking into. When those don’t match, both sides lose. You’ll build the product that gets them aligned, combining what customers tell us, what Pros learn on the job, and what our proprietary data already knows about a property, so the right information reaches the right side before the visit happens. Get it right and services go smoothly, prices hold up, and both customers and Pros come back.
Deciding where AI belongs, and shipping it responsibly. Not every surface gets better with AI. You'll judge where agentic and AI-based features improve the consumer experience and where they add noise, then ship the ones that earn their place to hundreds of thousands of customers. At that scale, responsible means knowing how a feature fails before customers find out.
What Success Looks Like (Year 1)
- Consumer Retention, LTV, and CSAT go up: Measurable gains in customer retention, lifetime value (LTV), and satisfaction (CSAT).
- Pros come out even or ahead: Your customer-side wins have a neutral or positive effect on Pros.
- A vision the company rallies behind: A clear 1–2 year vision for the consumer experience, grounded in what our customers need and aligned with leadership.
- A roadmap that ships: A strong 6-12 month roadmap, executed and delivered.
Requirements
Who You Are:
Experience: 6+ years as a product manager on consumer-facing products, including at least one B2C product at scale.
A track record of extraordinary outcomes. Not solid, exceptional: results with your fingerprints on the decision. A generically solid resume, or wins you can't explain, won't clear the bar.
An AI builder. You've launched AI-powered consumer products and watched real people use them, so you know where AI makes an experience better and where it gets in the way. If you've never built an agentic or AI-based consumer experience, this role is unlikely to be a good fit.
Customer-obsessed. You go looking for consumer problems in reviews, support conversations, and funnel data. A confusing reschedule flow bothers you until it's fixed. This is unlikely to be a good fit if customers and their problems aren't what holds your attention.
A systems thinker. You see a product change as one part of a larger system and think through its second- and third-order effects before you ship. Here, that system is a marketplace: a change for customers almost always touches Pros, pricing, and operations too. You plan for those effects in the spec, not after launch. Marketplace experience helps, but what matters most is that you instinctively ask, “What else does this change?”.
Experienced in personalization. You've delivered personalized experiences before and know what it takes to make a product feel built for one household. This is unlikely to be a good fit if personalization, to you, means putting a first name in an email.
A strategist who works from data and with design. You set priorities and defend them. Product analytics, funnel analysis, and retention cohorts are your daily tools, so you diagnose why conversion drops deeper in the funnel instead of guessing. And you partner closely with design. If you need someone else to pull your numbers or hand you finished designs, this is unlikely to be a good fit.
Bachelor’s degree in business, analytics, engineering, design, or a related field, or equivalent practical experience, plus 6+ years of product management experience on consumer-facing products.
This Role Is NOT:
- A people-management role. You're an individual contributor with no direct reports. Influence comes from judgment and output, not a team you manage.
- For someone who hasn't launched a B2C product at scale. If you haven't shipped a consumer product to a large audience, please don't apply.
- A data PM or platform PM role. You'll lean on data and platforms daily but won't build them. Data and platform PMs are not a good fit.
- A role with a big team and a clean stack. We’re frugal and resourceful: a lean engineering team, a partly legacy stack, and seasonal tests that can take months to read. You’ll get impact by choosing carefully, using AI to move faster than headcount alone allows, and helping us understand what our data doesn’t yet tell us.
- A strategy-only seat. You'll write evals, read transcripts, and prototype with LLMs. If you'd rather just set direction, this will frustrate you.
- A tactical delivery role. This one owns where the consumer experience goes, not the next feature in it. If you're strongest turning someone else's strategy into tickets, this isn't the fit.
Benefits
- Equity: We want our product managers to benefit from significant company growth, so equity is a meaningful part of how we structure PM compensation.
- Base salary: $180,000 to $210,000
- Healthcare: Medical, dental, and vision
- Location: Fully remote (US). Deep thinking time and partnership with peers in engineering, design, data, marketing, and ops matter more than a desk.
- PTO: Flexible - We focus on results. Take what you need.
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.
