Lead Product Manager, Organic & AI Discovery

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.

What You'll Own

• 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
• 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

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

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

Additional Information

• 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.

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