Senior Growth Marketing Manager

LawnStarter is the nation's leading marketplace for lawn care and outdoor services, and they are seeking a Senior Growth Marketing Manager to own paid acquisition and activation of service professionals across priority markets. This role is responsible for building a paid acquisition capability from scratch, influencing the onboarding process, and driving revenue and market growth.

Responsibilities:

• Build and run Pro acquisition campaigns across paid social (Meta, TikTok), paid search (Google, Bing), job marketplaces (LinkedIn, Indeed, ZipRecruiter), and emerging channels
• Own conversion rate optimization from ad click through completed signup
• Own ad copy, creative concepts, and a repeatable testing framework
• Make informed tradeoffs about where to invest based on supply gaps, demand signals, and unit economics across dozens of markets
• Mine signup, onboarding, and activation data to identify early signals that predict which Pros become high performers
• Partner with Product, Operations, and Analytics to improve the post-signup funnel
• Build and maintain reporting focused on cost per activated Pro, time to first service, and sign-up to first-service conversion
• Work with customer growth leaders and finance to forecast supply needs by market, model acquisition scenarios, and allocate budget accordingly

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
• 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