Job Description
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 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.
What You’ll Own
- 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.
Problems to Solve
Finding the right Pros through the right channels Pros don’t search for gig work the way consumers search for services. The channels, messaging, and targeting that work for customer acquisition won’t translate. You need to figure out where real service professionals spend attention — paid social, job boards, search, industry communities — and build a presence that resonates.
Landing page and signup conversion Getting clicks is step one. Converting those clicks into completed signups is where most of the value is created or lost. You own the full experience from ad click through signup completion — page design, messaging, form flow, friction reduction. If the conversion rate is off, that’s your problem to solve.
Activation over volume Sign-ups are a vanity metric. Your north star is activated Pros who complete their first job. That means you need to understand every micro-step in the funnel — from signup to bank account setup to background check to first job claim to first completed service — and work cross-functionally to eliminate drop-offs at each stage.
Market prioritization under constraints Supply gaps exist across dozens of markets with different demand profiles, competitive dynamics, and Pro economics. You’ll make real tradeoffs about where to invest, when to scale, and when to pull back — not spread budget evenly and hope for the best.
Data mining to inform strategy The best top-of-funnel strategy comes from understanding who converts into a great Pro, not just who clicks an ad. You’ll mine activation and performance data to find early signals — what channels, creatives, and targeting produce Pros who actually complete jobs and stick around — then feed those insights back into your campaigns.
What Success Looks Like
First 90 days
- Priority markets identified based on supply gaps and demand signals
- Campaigns live across core paid channels with first activated Pros from paid acquisition
- Landing pages built and tested with initial CRO baseline established
- Multiple creative concepts tested per channel
- End-to-end supply tracking in place from ad click through first completed service
- Weekly reporting and dashboards established
- Deep understanding of the current Pro signup-to-first-service journey, including granular discovery of where Pros drop off and why
6–12 months
- Repeatable, profitable Pro acquisition engine across multiple channels
- Cost per activated Pro baseline established and lowering month over month
- Sign-up to first-service conversion improved by at least 10%
- Time to first service reduced by 15%
- Clear reduction in lost demand due to supply gaps in priority markets
- Documented playbooks covering channel strategy, creative testing, and market prioritization
Who You Are
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.
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.
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.
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
A lifecycle marketing role, you influence onboarding and activation but don’t own the product, gamification, or lifecycle execution
A role where you can ignore what happens after signup, you’re accountable to first completed service, even though you partner with others to get there
Base salary: $150,000–$180,000 USD
Healthcare: Medical, dental, and vision
Fully remote: This role requires deep focus for campaign builds, data analysis, and creative iteration. Work from anywhere in the US.
401(k)
Unlimited PTO: Focused on outcomes, not hours
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.
LawnStarter collects and processes personal data in accordance with applicable data protection laws. If you are a California Job Applicant see the privacy notice for further details.
