Senior Performance Marketing Manager Pro Acquisition (Marketplace Supply Growth)

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're responsible for bringing 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 is extending 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.

The Role

This role owns paid acquisition and activation of service professionals ("Pros") across priority markets. You are accountable for bringing on Pros who complete vetting and successfully perform their first job, not just sign up.

You will own the full supply acquisition funnel end to end, from ads and landing pages through onboarding, vetting handoff, and first service completion. If conversion breaks anywhere, you partner with Product, Operations, and Analytics to fix it.

This is a senior IC role with broad ownership and direct impact on revenue and market growth.

This is not a traditional customer acquisition or demand generation role. This position focuses on growing the supply side of a two-sided marketplace by acquiring and activating service professionals who complete their first job. If you've worked on driver, host, courier, or tasker acquisition for a marketplace, this role is most comparable.

Problems to Solve

Finding the right Pros

Pros don't search for gig work the way consumers search for services. Messaging, channels, and targeting must reflect how real service professionals think about growing their business.

Activation over volume

Clicks and sign-ups are easy. Activated Pros who complete their first job are hard. Success is measured by outcomes, not funnel volume.

Market prioritization

Supply gaps exist across dozens of markets. You'll make informed tradeoffs about where to invest based on demand and supply constraints.

Authentic creative

Generic "make money" ads don't work. Creative must speak to real Pro motivations like earnings potential, flexibility, and customers delivered.

What You'll Own

• End-to-end paid Pro acquisition across Google, Meta, LinkedIn, and emerging channels
• The full supply funnel: ads → landing pages → signup → vetting → first job → first completed service
• Market-level spend decisions based on supply gaps and demand
• Ad copy, creative development, testing, and experimentation
• Reporting and dashboards focused on cost per activated Pro and time to first service
• Cross-functional collaboration with Product, Operations, and Analytics to improve supply activation. Partner with customer growth leaders and finance to forecast supply needs by market, model acquisition scenarios, and allocate budget accordingly.
• Use of AI tools to accelerate creative testing, analysis, and documentation

What Success Looks Like

First 90 days

• Priority markets identified based on supply and demand gaps
• Campaigns live across core paid channels and first activated pros from paid channels.
• Multiple creative concepts tested per channel
• End-to-end supply tracking in place
• Clear weekly reporting and dashboards established
• Deep understanding of current pro sign up to first service journey, along with granular discovery of service coverage.

6-12 months

• Repeatable, profitable Pro acquisition engine
• Cost per activated Pro baseline established and lowering month to month
• Faster time to first service with a reduction goal of 15% and sign-up to first service improvement of at least 10%
• Clear reduction in lost demand due to supply gaps
• Documented playbooks and learnings