About the role
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