Senior Product Marketing Manager, Pro Experience

LawnStarter is the nation's leading on-demand marketplace for lawn care and outdoor services, and they are seeking a Senior Product Marketing Manager for Pro Experience. In this role, you will own how LawnStarter communicates with service professionals, focusing on improving their engagement, success, and retention on the platform through strategic communications and programs.

Responsibilities:

• In-product messaging: Partner with Product to design and maintain the system for Pro-facing in-app communications, communicating platform changes, incentives, and performance data at the right moments in the Pro journey
• Community, upskilling & brand voice: Pro community building in Bettermode, which includes engagement strategy, content cadence, and the tone of voice for all Pro-facing communications. Pros are small business owners, not gig workers, the voice should reflect that. Define the vision for Pro Academy (training, upskilling, potential partnerships like Greenius); work with partners on content production and delivery
• Pro help content: Strategy for the knowledge base, FAQs, and how-to content that let Pros find answers without contacting support. Work with PMs on help content for feature launches and platform changes. Measure success by deflection, not just views
• Internal Pro advocacy: Own the Pro listening system, interviews, call reviews, Bettermode monitoring, support trend analysis, and route insights to product, ops, and support in ways that drive actual decisions
• Gamification & incentive programs: Own how challenges, badges, and tier-based incentive programs are communicated to Pros across the full lifecycle, from early activation through long-term retention. Product and Data design the incentive structures; you ensure Pros understand, engage with, and are motivated by them

Requirements:

• You've developed genuine expertise on a supply-side or creator-side user segment by listening directly. Not from dashboards, from conversations, call reviews, community participation, and direct contact
• You write for real people, not for corporate approval. Your Pro-facing copy is clear, warm, and direct, not full of platform jargon or hollow encouragement
• You connect communications to outcomes. You don't measure success by sends or opens, you ask whether behavior changed
• You influence without authority. Your impact runs through Product, Ops, and Support, teams you don't control
• You build from scratch. No playbook, no existing systems, no defined lanes
• AI-native. You've used AI tools to scale content creation, synthesize qualitative feedback, or automate communications workflows