Go-To-Market Lead (Pre-Planning)
About The Position
Meadow is building the modern funeral home in the $20B deathcare market, addressing its fragmented, offline, and outdated nature. The company has experienced rapid growth, becoming the largest independent in California in under two years with a high NPS score. Meadow aims to provide a better experience for families during difficult times. The team behind Meadow has a history of starting and scaling companies in the real economy. This marketing role focuses on shaping the product, specifically for Meadow's fastest-growing business: Preplanning. Preplanning involves individuals arranging their end-of-life affairs in advance, on their own terms, to avoid the stress of last-minute arrangements during a crisis. Meadow offers a calm and clear alternative to traditional pre-need sales, which often rely on pressure and fear. This role is responsible for crafting the narrative that guides potential customers from initial awareness to a confident decision over several months. This includes establishing Meadow as the brand that normalizes advance planning, developing useful and non-pushy nurture campaigns, and creating key moments that encourage action. The Go-to-Market Lead will own the full marketing funnel for Preplanning, collaborating with Sales on consultations and closing deals. Key early initiatives include building the digital conversion experience, enhancing lifecycle and nurture programs, and launching an events strategy, including seminars, to reach new audiences. This is a position of real ownership, with the opportunity to shape Meadow's products rather than just execute a predefined roadmap.
Requirements
- Quality of work and the kind of companies worked at are more important than title.
- Demonstrated success in selling a similar high-trust and high-consideration service to a similar demographic at a similar price point.
- Ability to shape the offer and its framing, not just describe it.
- Skill in building foundational messaging.
- Capability to create and package a new offering from scratch.
- Ability to turn an ambiguous goal into a sequenced plan.
- Capacity to articulate what is not being done and why.
- Instinct for reaching numbers.
- Deep understanding of the consumer contemplating their own mortality and choosing to plan ahead.
- Ability to translate consumer insights into messaging that builds trust over time in a sensitive category.
- Hands-on approach with high agency.
- Direct involvement in nurture flows, lifecycle emails, landing pages, and briefing processes.
- Proactive and self-directed work ethic.
- Ability to close loops.
- Recent, personal ownership of the work, not just directing others.
Responsibilities
- Positioning, packaging, and the voice for people planning in advance
- The full journey of consideration, from first brand encounter through education, nurture, and referral
- The lifecycle engine that turns early interest into commitment over time
- Build the digital conversion experience with Product and Sales
- Rebuild lifecycle and nurture so we can carry someone from first encounter to decision over months, not days
- Launch and scale an events strategy, seminars among them, as a new way to reach people
Benefits
- Competitive salary
- Meaningful equity
- Generous health, dental, and vision coverage
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What This Job Offers
Job Type
Full-time
Career Level
Senior
Education Level
No Education Listed
