Senior Growth Marketing Manager

LawnStarter•Los Angeles, CA

17h•$150,000 - $180,000•Remote

About The Position

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 bring 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 extends 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 from scratch. The Role You own paid acquisition and activation of service professionals ("Pros") across priority markets. You're accountable for bringing on Pros who complete vetting and successfully perform their first job — not just sign up. You own the top of the funnel end-to-end: ads, landing pages, signup conversion, and the handoff into onboarding. Beyond that handoff, you influence the product onboarding, vetting, and activation steps that get a Pro to their first completed service. When conversion breaks anywhere in the funnel, you partner with Product, Operations, and Analytics to diagnose and fix it. This is a senior IC role with broad ownership and direct impact on revenue and market growth. You are building a channel that doesn't exist yet at LawnStarter — there's no playbook, no historical data, no "what worked last quarter." You're creating the benchmarks. This is not a traditional customer acquisition or demand generation role. You're growing the supply side of a two-sided marketplace by acquiring and activating service professionals. If you've worked on driver, host, courier, or tasker acquisition, this role is most comparable.

Requirements

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.
Push and interrupt channel expert. Your core strength is paid social and interrupt marketing — you know how to reach people who aren't actively searching. You've built campaigns on Meta, LinkedIn, TikTok, or YouTube that drive real business outcomes, not just impressions. This is unlikely to be a good fit if your experience is primarily in paid search or inbound channels where intent already exists.
Conversion-minded. You don't stop at driving traffic. You own landing pages, test signup flows, and obsess over conversion rate at every step. You've improved conversion rates through direct experimentation, not just by sending more volume. This is unlikely to be a good fit if you view landing pages and CRO as someone else's responsibility.
Data-driven strategist. You mine data to inform top-of-funnel decisions — identifying which audience segments, channels, and creatives produce the best downstream outcomes, not just the cheapest clicks. 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 or need months of results before making a call.
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. This is unlikely to be a good fit if you need established processes, clear benchmarks, or a proven channel to optimize.
AI-native. You use AI tools to generate creative variants, analyze performance data, build reports, and mine audience insights 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.
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.

Nice To Haves

Supply-side marketplace experience (bonus). 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.

Responsibilities

Paid channel strategy and execution: Build and run Pro acquisition campaigns across paid social (Meta, TikTok), paid search (Google, Bing), job marketplaces (LinkedIn, Indeed, ZipRecruiter), and emerging channels. Paid social and interrupt channels are the primary lever — but you have latitude to test and expand the channel mix based on what works.
Landing pages and signup CRO: Own conversion rate optimization from ad click through completed signup. You build, test, and iterate landing pages and signup flows — this isn't something you hand off to another team.
Creative development and testing: Own ad copy, creative concepts, and a repeatable testing framework. Generic "make money" ads don't work. Creative must speak to real Pro motivations — earnings potential, flexibility, clustered jobs, customers delivered to their door.
Market-level spend allocation: Make informed tradeoffs about where to invest based on supply gaps, demand signals, and unit economics across dozens of markets.
Data-driven top-of-funnel strategy: Mine signup, onboarding, and activation data to identify early signals that predict which Pros become high performers. Use those signals to refine targeting, creative, and channel strategy.
Cross-functional collaboration on activation: Partner with Product, Operations, and Analytics to improve the post-signup funnel — onboarding friction, vetting completion, time to first service. You influence these steps and are accountable to the outcome.
Reporting and dashboards: Build and maintain reporting focused on cost per activated Pro, time to first service, and sign-up to first-service conversion — not vanity metrics.
Forecasting partnership: Work with customer growth leaders and finance to forecast supply needs by market, model acquisition scenarios, and allocate budget accordingly.