About the Role

We 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 Own

Organic 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

Why You'll Love It Here

• Mission-driven work that helps families make meaningful, high-stakes decisions

• The opportunity to shape organic and AI discovery strategy at a pivotal moment in the search-to-AI transition

• A role that combines deep SEO expertise, AI discovery strategy, and product-led growth — three skill sets that rarely sit in one seat

• High-leverage influence across multiple products and cross-functional partners

• The chance to define how SEO, generative engine optimization, and product-led growth evolve together

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

#LI-LP1

About A Place for Mom

A Place for Mom is the leading platform guiding families through every stage of the aging journey. Together, we simplify the senior care search with free, personalized support — connecting caregivers and their loved ones to vetted providers from our network of 15,000+ senior living communities and home care agencies.

Since 2000, our teams have helped millions of families find care that fits their needs. Behind every referral and resource is a shared goal: to help families focus on what matters most — their love for each other.

We’re proud to be a mission-driven company where every role contributes to improving lives. Caring isn’t just a core value — it’s who we are. Whether you’re supporting families directly or driving innovation behind the scenes, your work at A Place for Mom makes a real difference.

Our employees live the company values every day:

• Mission Over Me: We find purpose in helping caregivers and their senior loved ones while approaching our work with empathy.

• Do Hard Things: We are energized by solving challenging problems and see it as an opportunity to grow.

• Drive Outcomes as a Team: We each own the outcome but can only achieve it as a team.

• Win The Right Way: We see organizational integrity as the foundation for how we operate.

• Embrace Change: We innovate and constantly evolve.

Additional Information:

A Place for Mom has recently become aware of the fraudulent use of our name on job postings and via recruiting emails that are illegitimate and not in any way associated with us. APFM will never ask you to provide sensitive personal information as part of the recruiting process, such as your social security number; send you any unsolicited job offers or employment contracts; require any fees, payments, or access to financial accounts; and/or extend an offer without conducting an interview.

If you suspect you are being scammed or have been scammed online, you may report the crime to the Federal Bureau of Investigation and obtain more information regarding online scams at the Federal Trade Commission.

All your information will be kept confidential according to EEO guidelines.

A Place for Mom uses E-Verify to confirm the employment eligibility of all newly hired employees. To learn more about E-Verify, including your rights and responsibilities, please visit www.dhs.gov/E-Verify.