Senior Lifecycle Marketing Manager

About Lawn Starter

Lawn Starter is the largest on-demand marketplace for lawn care and outdoor services in the country, booking more than $100M a year. We run three brands — Lawn Starter, Lawn Love, and Home Gnome — on a single shared platform, and we're expanding beyond lawn care into the rest of home services.

Our customers come to us with a problem they want solved now: the lawn needs mowing. Many of them start a signup and then stop, and what we say to them in the minutes, days, and weeks that follow is lifecycle marketing's job. At our volume, a tenth of a percentage point is real money.

The program spans three brands and roughly 1,750 unique message templates going out to customers today. It was built to convert, and it does. We've already put AI to work inside it — every SMS reply a lead sends us now routes to an AI rather than a person, and that change moved the numbers. But it's the floor, not the ceiling, and that's where you come in.

You'll own the end-to-end customer lifecycle marketing across Lawn Starter, Lawn Love, and Home Gnome; driving quantifiable growth through customer acquisition, reactivation, and cross-sell expansion. Ownership encompasses the strategy, roadmap, copy, execution, and measurement of every message we send, along with the health of the transactional messages our customers depend on.

Central to your strategy is the deliberate, high-impact application of AI. You’ll decide where and how AI powers segmenting, copywriting, and campaign execution to scale output and amplify overall ROI.

One of our core values is AI or Extinction: every task, AI-first, no exceptions and no excuses. We mean that literally, and this is the role where we expect it to show most clearly. We're not looking for someone who drafts a little faster with a chatbot. We're looking for someone who changes what lifecycle marketing is capable of doing:

• Personalization at a grain no person can reach - Writing and personalizing for segments too small to manually create, and then testing at that size.
• Conversations rather than sends - Our inbound SMS for leads already routes to an AI, and you'll take that further into the lifecycle.
• Tests we wouldn't have thought of - Using models to find the segment, shape the hypothesis, and interpret the result.
• Agents that handle the build - Assembling canvases, checking them against our rules, and catching a broken message before a customer ever sees it.
• Monitoring that runs without you - Roughly 400 transactional messages fire 63,000 times a day, and no person can eyeball that. You'll put AI on the send data so a message that arrives late, sends twice, or contradicts another channel gets caught and diagnosed on its own — and where it's safe to do so, corrected before a support ticket tells us about it.
• Ideas that aren't on this list - We expect you to arrive with approaches we haven't considered, and if the tooling shifts six months from now, we expect to hear about it from you first.

Whoever takes this role should end up being the person the rest of us come to when we want to work this way. If you've been the most advanced AI user everywhere you've worked, this is a job where that really counts for something.

We'll ask you to show this work, so come prepared to walk us through what you've built and what it did.

• You do the work yourself - There's no agency and no contractor pool. You write the message, build it in Braze, send it, and read the results.
• The program already works - You're not starting from nothing, and you're not cleaning up after someone else. You're taking something that already performs and making it considerably better.
• You’ll implement brand strategy - None of our three brands has a written voice or design standard applied to its messaging, which leaves roughly 1,750 messages waiting to be rewritten and redesigned (AI first). You’ll partner with the brand team to create the look and feel for three distinct brands.

How we use AI

What gets automated, what gets personalized, what an agent handles, and what stays human. You set that direction and then build…