About the RoleWe are looking for a Lead Product Manager to own how families discover, trust, and choose A Place for Mom across organic search, AI-mediated discovery, and emerging surfaces, and to build the product-led growth systems that turn discovery into qualified, high-intent demand.
You will design and ship the product systems that drive sustained organic acquisition in a category where trust, authority, and decision quality are everything. You will partner across Product, Engineering, Data, Marketing, and Brand, and own measurable acquisition outcomes.
This is a product role with deep SEO expertise required, not an SEO role with product seasoning. If you have spent your career shipping product surfaces that move organic acquisition, with a strong SEO foundation and a working point of view on how the search landscape is evolving, this is for you.
What You'll OwnOrganic acquisition- Own the product strategy and roadmap for how APFM's owned properties perform across the traditional, AI-mediated, voice, and agentic search landscape
- Translate SEO signals, algorithm shifts, and discovery changes into product decisions and roadmap prioritization; partner with specialist practitioners who own day-to-day execution
AI / Generative Engine Optimization (GEO) and emerging distribution- Define and evolve how A Place for Mom shows up across the full AI-mediated discovery landscape, including AI search citations, conversational query coverage, structured data for AI grounding, MCP integrations, voice interfaces, and agentic endpoints
- Monitor and interpret shifts in AI platform behavior, search landscape changes, and evolving distribution surfaces, and translate them into internal product guidance, guardrails, and prioritization
- Evolve existing AI discovery measurement framework and tooling as the ecosystem develops and new channels come online that require new measurement approaches
Product-led growth- Build acquisition loops into the product surface: Sharing, comparison tools, decision aids, community-driven content surfaces
- Partner with Product peers to embed PLG mechanics in core flows that compound organic acquisition without paid spend
Measurement and opportunity sizing- Define metrics, baselines, and targets for organic and AI discovery; size opportunities, set hypotheses, and lead learning agendas
- Translate ambiguous, evolving discovery signals into actionable product bets and clear investment recommendations
Trust and authority (YMYL)- Senior care is a Your Money Your Life category; embed authority, expertise, and trust signals into product surfaces and content systems
- Ensure the signals AI systems use to evaluate credibility, including review integrity, content quality, and decision support depth, are reflected accurately in what we build
- Develop and maintain a point of view on AI disintermediation risk and ensure the product roadmap accounts for it
What Success Looks Like in 12 Months- APFM's leadership position in AI search citation share is maintained and extended into new surfaces and query types as the landscape evolves
- Organic acquisition growth in high-intent segments is accelerating, with a clear product roadmap driving continued improvement
- At least one new distribution surface, such as an MCP integration, voice endpoint, or agentic integration, is live and attributable
- The AI discovery measurement framework has evolved to account for new channels and surfaces that didn't have measurement approaches when you arrived
- Trust and authority signals are meaningfully strengthened in the product surface, with a clear and defensible point of view on how APFM wins in an AI-mediated world
- At least one product-led growth loop is live inside a core flow and compounding organic acquisition without paid spend
What You Bring- 7-10+ years of experience in SEO, organic growth, product strategy, or related roles
- Demonstrated depth in SEO fundamentals and a track record of shipping product surfaces that moved organic acquisition outcomes, not just advising on them
- A working point of view on how the search landscape is evolving: how AI-mediated discovery works, how to instrument and influence it, and where it's heading
- Comfort with ambiguous, evolving data sets and the ability to build measurement approaches where none exist yet
- Strong opinions on trust-sensitive, YMYL content and product systems
- Proven ability to write clear requirements, run experiments, partner closely with engineering, and own delivery end-to-end
- Experience facilitating alignment across senior stakeholders in ambiguous, cross-domain problem spaces
- Experience managing or mentoring other practitioners; a track record of elevating the product intuition and execution quality of the team around you
- Bonus: marketplace or aggregator experience, regulated or health-adjacent domains, prior GEO work, MCP or agentic distribution experience
Compensation- Base Salary: $165,000 - $195,000
- Bonus: 10% Corporate Bonus
- Benefits:
- 401(k) plus match
- Dental insurance
- Health insurance
- Vision Insurance
- Paid Time Off
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