Lead Product Manager, Organic & AI Discovery

About this 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 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 — conn