PM role
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Salary — listed; seniority:lead.
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.
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.
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.
Problems to SolveDeciding 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.
RequirementsWho 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.
LawnStarter · posting on indeed.com.
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