Senior Growth Marketing Manager

About LawnStarter LawnStarter is the nation's leading marketplace for lawn care and outdoor services, connecting homeowners with service professionals across 120+ markets with $100M+ in annual bookings, and marking our second consecutive year of profitability. We're expanding into new verticals beyond lawn care, and Pro supply is what determines how fast we can grow. About The Growth Team The Growth team owns customer acquisition, the engine that powers everything else. We're responsible for bringing in 150,000+ new customers per year across Google Ads, LSA, Bing, and organic channels. We're world class in customer acquisition, and this position is extending the team's expertise to the supply side of the marketplace. The Challenge Pro supply is our biggest growth constraint and our biggest opportunity. In dozens of markets, we turn away revenue because we don't have enough service professionals to meet demand. Markets with strong Pro density see meaningfully higher customer satisfaction and faster growth. Organic recruitment and partnerships help, but they don't scale fast enough. We need paid acquisition to work for supply growth, and this role is responsible for building that capability. The Role This role owns paid acquisition and activation of service professionals ("Pros") across priority markets. You are accountable for bringing on Pros who complete vetting and successfully perform their first job, not just sign up. You will own the full supply acquisition funnel end to end, from ads and landing pages through onboarding, vetting handoff, and first service completion. If conversion breaks anywhere, you partner with Product, Operations, and Analytics to fix it. This is a senior IC role with broad ownership and direct impact on revenue and market growth. This is not a traditional customer acquisition or demand generation role. This position focuses on growing the supply side of a two-sided marketplace by acquiring and activating service professionals who complete their first job. If you've worked on driver, host, courier, or tasker acquisition for a marketplace, this role is most comparable. Problems to Solve Finding the right Pros: Pros don't search for gig work the way consumers search for services. Messaging, channels, and targeting must reflect how real service professionals think about growing their business. Activation over volume: Clicks and sign-ups are easy. Activated Pros who complete their first job are hard. Success is measured by outcomes, not funnel volume. Market prioritization: Supply gaps exist across dozens of markets. You'll make informed tradeoffs about where to invest based on demand and supply constraints. Authentic creative: Generic "make money" ads don't work. Creative must speak to real Pro motivations like earnings potential, flexibility, and customers delivered. What You'll Own End-to-end paid Pro acquisition across Google, Meta, LinkedIn, and emerging channels The full supply funnel: ads → landing pages → signup → vetting → first job → first completed service Market-level spend decisions based on supply gaps and demand Ad copy, creative development, testing, and experimentation Reporting and dashboards focused on cost per activated Pro and time to first service Cross-functional collaboration with Product, Operations, and Analytics to improve supply activation. Partner with customer growth leaders and finance to forecast supply needs by market, model acquisition scenarios, and allocate budget accordingly Use of AI tools to accelerate creative testing, analysis, and documentation What Success Looks Like First 90 days Priority markets identified based on supply and demand gaps Campaigns live across core paid channels and first activated pros from paid channels Multiple creative concepts tested per channel End-to-end supply tracking in place Clear weekly reporting and dashboards established Deep understanding of current pro sign up to first service journey, along with granular discovery of service coverage 6-12 months Repeatable, profitable Pro acquisition engine Cost per activated Pro baseline established and lowering month to month Faster time to first service with a reduction goal of 15% and sign-up to first service improvement of at least 10% Clear reduction in lost demand due to supply gaps Documented playbooks and learnings Requirements Who You Are 6+ years of experience owning paid growth tied to real business outcomes. Hands-on at scale. You've personally managed six- or seven-figure monthly budgets across Google and Meta. You build campaigns, analyze data, and iterate -- you don't hand a brief to an agency and wait. This is unlikely to be a good fit if you've primarily managed agencies or worked at a strategic level without in-platform execution. You've acquired supply for a two-sided marketplace – drivers, hosts, couriers, taskers. You understand that supply acquisition is fundamentally different from demand generation: the targeting, the messaging, the activation metrics, all of it. This is unlikely to be a good fit if your experience is exclusively in customer/demand-side acquisition, even at a marketplace. You use AI tools to generate creative variants, analyze performance data, and build reports faster than traditional workflows. You're experimenting with what's possible, not waiting for someone to hand you a playbook. This is unlikely to be a good fit if you're skeptical of AI tools or only use them casually. Builder in ambiguity. This channel doesn't exist yet at LawnStarter. There's no playbook, no historical data, no "what worked last quarter." You'll define the strategy, build the infrastructure, and figure out what works through testing -- not inherited knowledge. This is unlikely to be a good fit if you need established processes, clear benchmarks, or a proven channel to optimize. You're creating the benchmarks. Data-driven and fast. You make decisions from data, not instinct -- but you don't wait for perfect data to move. You know the difference between "enough signal to act" and "guessing." You build your own reports, dig into the numbers yourself, and course-correct weekly, not quarterly. This is unlikely to be a good fit if you rely on analysts to pull your data, need months of results before making a call, or optimize for certainty over speed. Accountable for outcomes. You measure yourself on activated Pros and revenue impact, not impressions, clicks, or "campaigns launched." When results are off, you diagnose why and fix it -- you don't point to activity metrics as proof of effort. This is unlikely to be a good fit if you're used to reporting on funnel volume and leaving activation to another team, or if you're uncomfortable owning a number that depends on cross-functional handoffs you don't fully control. This Role Is NOT A customer or demand generation role A people management role A lead-gen or vanity-metrics position An execution-only role with a predefined playbook Benefits Base salary: $150,000-$165,000 USD Healthcare: Medical, dental, and vision Fully remote: Work from anywhere in the US 401(k) Unlimited PTO, focused on outcomes 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. #J-18808-Ljbffr