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 for both sides, and an AI-run company that moves faster than its size should allow.
About the First Service Experience at LawnStarter
Every new customer meets us the same way. They land on our home page or marketing site, then move through a signup and booking flow where they get a quote, pick a service and a schedule, and pay. That flow runs across all three brands and brings in most of the company's new customers.
We built it many years ago. It's too long, and we lose customers at too many steps. So the real question isn't how to remove a step. It's whether the experience designed still makes sense at all, or whether it should be rethought entirely as an AI-native, agentic experience.
The Role
You'll own the consumer's first service experience: everything from the moment someone first encounters LawnStarter through signing up and booking their first service. You'll decide what that experience should become, then build it with engineering, design, operations, marketing, and data.
This is not a funnel-optimization job. We want someone who looks at a five-year-old flow, asks what a homeowner would want if we started from nothing today, and then ships the answer.
As Lead PM, you're an individual contributor with Lead-level scope and no direct reports. You'll work closely with the Consumer Experience lead, the Pro Experience PM, the Pricing PM, and the Conversational AI & Agents lead. You'll report to the Sr. Director of Product.
What makes this role different:
- A rebuild, not a tune-up. You're rethinking the experience from first principles, not polishing the one we have.
- AI-native from the first screen. You'll decide whether a form is even the right way to sign up anymore.
- Every new customer passes through your work. Across three brands, this is how people meet LawnStarter.
What You'll Own
- The vision: What the first service experience should become, and the plan to get there.
- The home page and marketing site: The first impression, and the first decision a customer makes about us.
- Signup and booking for all three brands: LawnStarter, Lawn Love, and Home Gnome.
- Funnel data: The numbers that show where customers move forward and where they leave.
- Quotes, services, and scheduling: How a customer gets a price, picks a service, and chooses when it happens.
- Payment: Checkout, including Apple Pay and Google Pay.
Problems to Solve
Deciding whether today's experience should exist at all. You'll start from what a homeowner needs to book their first service and work backward. Every step we have today has to earn its place again, and you'll defend each call with evidence.
Designing an AI-native, agentic way to sign up. Someone who wants their lawn mowed shouldn't have to learn our product to book it. What can an agent handle for them, and where does a person still want control? You'll answer with prototypes in front of real customers, not opinions in a meeting.
Rebuilding without breaking what works. This flow brings in most of our new customers. You'll need a path that proves the new experience works with real customers before it replaces the old one. Bold and careful at once: that's the job.
Moving levers you don't own. Signup touches pricing, Pro supply, and operations. Change how customers book and you change what Pros see and how jobs get priced. You'll work through the people who own those levers and bring them along on a vision that changes their world too.
What Success Looks Like (Year 1)
- A vision leadership rallies behind: A clear picture of the reimagined first service experience, grounded in what customers need.
- A first piece of it, live: A meaningful part of that experience shipped to real customers. Not a deck.
- Signup conversion goes up: More of the people who find us become customers.
- More customers sign up for their first service: The reimagined experience gets more households to that first booking.
- First service CSAT is high: Customers rate their first service experience highly (customer satisfaction, CSAT).
Requirements
Who You Are:
Experience: Customer obsessed with 6+ years in consumer product management, focused on consumer experience.
A visionary who ships. You look at an experience everyone has accepted and ask why it exists. Then you build the replacement. Is your instinct to improve what's there, one step at a time? Then this isn't your role.
Customer-obsessed, for the long run. You care whether a customer converts and whether they're glad they did. Short-term signups never win over the customer's experience in your book. Someone who'd juice conversion at the customer's expense won't last here.
An AI builder. You've shipped AI-powered or agentic consumer experiences. You prototype new signup experiences with LLMs and agents, read customer transcripts to hear where people get stuck, and use AI to pull apart funnel data in an afternoon. If you've only watched AI from the sidelines, this role is unlikely to be a good fit.
Your own analyst. You run your own funnel analysis and product analytics, and you know which step loses people before anyone builds you a dashboard. If you need someone else to pull your numbers, this is unlikely to be a good fit.
A strategist and a design partner. You set priorities, say no with reasons, and work beside design from the first sketch. PMs who hand designers a finished spec, or wait to be handed finished designs, will struggle.
A plus: marketplace and personalization experience. You know a change to signup ripples into Pros, pricing, and operations, and you've built experiences that adapt to each customer. Treat signup as a self-contained form and you'll miss half the problem.
Minimum Bachelor’s degree in business, analytics, engineering, design, or a related field, 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.
- A growth-tactics role. If your best work is button tests and drip-email tweaks, this isn't the fit. We need the experience reimagined, not tuned.
- For someone without a real consumer experience background. If you haven't spent your career building for consumers, please don't apply.
- A strategy-only seat. You'll prototype with AI tools, read transcripts, and get into the data yourself. If you'd rather only set direction, this will frustrate you.
- A role with a big team, a clean stack, or every lever. We're frugal: a lean engineering team and a partly legacy stack, and much of this experience touches levers other teams own. You'll get impact by choosing carefully, using AI to outpace headcount, and influencing what you don't control.
Benefits
- Equity: Every new customer meets LawnStarter through the experience you build. Equity means you share in the company value that creates.
- Base salary: $170,000 to $210,000
- Healthcare: Medical, dental, and vision
- Location: Fully remote (US). Rethinking an experience from first principles takes long stretches of focus, and remote work protects them.
- 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.
