Director of Product Management, Demand Generation

Summary

Join Honor Technology, a leader in aging care innovation, as a Director of Product Management, Demand Generation. You will lead the development and execution of product-led growth initiatives to drive new client acquisition and enhance franchise performance within the Home Instead network. This role involves owning the vision and roadmap for demand generation technologies, from lead intake to conversion. You will collaborate with marketing, sales, and franchise teams to optimize processes and scale qualified demand. The position requires a deep understanding of lead funnel dynamics, marketing automation, and digital engagement tools. Success in this role demands strong analytical skills, cross-functional team leadership, and excellent communication. Honor offers a competitive salary, generous equity packages, and comprehensive benefits.

Requirements

• 7+ years of product management experience, including 2+ years in a growth or demand generation-focused role
• Deep understanding of lead funnel dynamics, marketing automation, Content Management Systems (Sanity, Contentful), and digital engagement tools (e.g., Salesforce, Martech stack)
• Deep understanding of SEO and Local SEO
• Experience with HIPAA and/or franchise ecosystem
• Strong analytical skills and experience working with performance data, user behavior, and A/B testing tools
• Proven success leading cross-functional teams to build products that drive measurable growth
• Excellent communication and stakeholder management skills, especially in a matrixed or partner-driven model
• Experience developing and managing relationships with external suppliers and partners, including negotiating contracts, monitoring performance, and ensuring timely delivery of services and solutions

Responsibilities

• Define, drive, and execute a comprehensive product strategy for demand generation and the company’s website and across Home Instead’s franchise network
• Drive the roadmap and prioritization of features that improve lead conversion, hiring funnel, engineering velocity, and quality
• Partner closely with marketing, operations, sales, and franchise development to align on performance goals and outcomes
• Engage with customers and other key stakeholders to gather feedback and understand evolving needs
• Translate customer insights into actionable product requirements and prioritize feature development
• Collaborate closely with engineering, design, and sales teams to ensure timely, high-quality product releases
• Lead cross-functional initiatives that optimize end-to-end lead lifecycle: from awareness, to intake, routing, and handoff to sales team
• Build automations and systems that can scale without additional headcount
• Develop a unified intake platform strategy for both owned and franchise locations
• Drive a testing and experimentation culture that constantly iterates
• Translate business goals into product requirements by collaborating deeply with design, engineering, data science, and GTM teams
• Work with marketing analytics and CRM stakeholders to ensure lead tracking, attribution, and conversion metrics are accurate and actionable
• Act as a product partner to our franchises, our marketing support team, operations—surfacing pain points and translating them into scalable solutions
• Be responsible for defining, monitoring, and meeting the key demand goals including traffic, conversion rate, cost per click, cost per lead, time to contact, and cost per customer
• Continuously test and iterate on user flows, landing pages, CTAs, and content integrations to improve lead-to-client conversion
• Guide build vs. buy decisions related to marketing automation, CRM integration, and lead management tools

Benefits

• Medical, dental and vision coverage including zero cost plans for employees
• Short Term Disability, Long Term Disability and Life Insurance are fully employer paid with a voluntary additional Life Insurance option
• A generous time off program
• Mental health benefits
• Wellness program
• Discount program
• 401K with up to a 4% employer match
• Generous equity packages that increase with position level and responsibilities