Director of Product Management, Demand Generation - Remote

We’re seeking a strategic, hands-on Director of Product Management, Demand Generation to lead the development and execution of product-led growth initiatives that drive new client acquisition and unlock franchise-level performance across our Home Instead network.

You will own the vision and roadmap for demand generation technologies from lead intake through conversion enabling our marketing, sales, and franchise teams with the platforms, data, and workflows needed to scale qualified demand effectively.

About the Team:

The Demand Generation Product Team focuses on accelerating new customer acquisition by building scalable technologies for lead intake, routing, and conversion. You will be joining a cross-functional, data-informed team that closely partners with engineering, marketing, and franchise leadership to optimize how prospects become clients.

As a Director of Product Management, Demand Generation at Honor, you will:

• 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.

We’re looking for you to bring:

• 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.