Lifecycle Marketing Director

LawnStarter is the leading on-demand platform for lawn care and landscaping services in the US, and our vision is to be the one-stop shop for all outdoor home services. Over the past 9 years, we’ve grown to 120 metro areas, raised $30 million in funding, and acquired our biggest competitor, solidifying our leadership in the space.

Lifecycle Marketing Director

As the Lifecycle Marketing Director at LawnStarter, you will own our communications with customers and Pros, helping make their lives easier with each interaction. This is a position with high autonomy in which you will create and manage communications to maximize our revenue through conversions, upsells, retention, and reactivations. You are the first hire of this team, reporting directly to our Product Director, so you will need to be able to navigate between strategic decision making, planning, and operational work. This is a high leverage role, with exposure to our entire leadership team and responsibility to drive results.

Problems to be solved

Your main responsibility will be to maximize the value from our communications to customers and Pros, and there are many ways to accomplish that, such as:

Segmentation: We offer multiple services across the entire US to hundreds of thousands of customers per year. There’s an untapped opportunity to work with our data and user research teams to build segmentation that will allow us to target customers efficiently, with the most effective positioning. This will be a very collaborative effort in which you will need to be the person focused on driving value out of defined segments.

Campaign Creation: We have recently integrated Braze to our martech stack and have the ability to send emails, push notifications, and sms messages to millions of current and past customers and Pros. We currently don’t communicate enough, don’t sell enough our additional offers, and don’t try enough to re-engage canceled customers. Our customer base is engaged and wants to buy from us, which creates the extremely exciting opportunity to use your creativity to generate successful campaigns.

Optimization: Although not enough, we already have some heavy use cases for communications that could use tests and optimization. As you create more campaigns, the opportunities for optimization will always grow, so it’s essential that we set up processes for constant experimentation.

Transactional Messages: Our user experience is not only about selling, but maintaining customers and Pros informed about what is happening. Our customers often tell us that they love it when they receive a “job complete” notification and hate when something changes and they don’t know. We need to deliver on that demand to be transparent and timely with communications, and that means working with our product and engineering teams to ensure all the relevant events are properly communicated, so that our customers feel we are on top of things.

Requirements

Experience: You have 5+ years of experience in crm & marketing at technology companies and at least a few years in high autonomy roles.

Education: You have a marketing or business background or relevant education that makes you suited to owning our lifecycle marketing.

Excellence: You set high standards of performance for yourself, working hard and diligently to achieve your goals. You are often described as amazingly productive, and your co-workers ask you how you can do so much.

Experimentation Mindset: You know you don’t know everything, so you allow yourself to try different things and measure the results. You often have strong opinions, but can be convinced by new data.

Persuasive Writing: You can write killer headlines and copy that convert. You know that because you have done it before, and because you keep studying and experimenting, but also because you take the time to understand the audience you are writing to.

Organization: You don’t let yourself get paralyzed by having too much to do. You ruthlessly prioritize and share what you are working on now, next, and later. Others know that when you promise something, you will deliver.

#ZR

Benefits

Skin in the game: We want you to feel invested in the company's growth. To that end, equity is a big portion of how we structure compensation.

Fully remote position: Work remotely from anywhere you want.
Unlimited PTO: We focus on results. Take the time you need to recharge or enjoy life, work hard when you are back.

Salary range: $120-$140k annually