Lead Product Manager
Lawn Starter
Lead Product Manager
Lawn Starter
Marketplace for insured lawn care pros
LawnStarter · United States (Remote) · Full-time · Posted 2026-11-11
Salary: USD 170,000–210,000
Workplace: remote
Department: Product
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:
What You'll Own
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)
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
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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Marketplace for insured lawn care pros
LawnStarter operates as an online marketplace that connects homeowners and property managers with local, insured lawn care professionals who provide services such as mowing, aeration, landscaping, pest control, irrigation, and tree care. Customers book services online, track orders, and leave feedback, while LawnStarter verifies providers and ensures they are insured. The company earns revenue by taking a commission from each transaction and by offering a subscription for regular lawn maintenance. It differentiates itself through a vetted network of insured providers, a streamlined online experience, and community initiatives like the Lawntrepreneur Scholarship. The goal is to make lawn care easy and reliable at scale by delivering high-quality service through a transparent, tech-enabled marketplace and to support the next generation of lawn care entrepreneurs.
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