Lead Product Manager, New Customer Experience

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.

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.

• 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.

• 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.

• 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).

• 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.