Go-To-Market Lead (At-Need)

Meadow; United States; Remote; USD 150,000 - 230,000; Full time

Benefits offered by this job

Competitive salary

Equity

Health, dental, and vision coverage

Job summary

Meadow is seeking a Go-To-Market Lead for At-Need to shape the product messaging and own the full marketing funnel from awareness to conversion. You will work cross-functionally with Sales to align on consultation and close, and you will drive pricing, positioning, and packaging decisions to ensure a compelling consumer story.

You will lead launches of new markets, products, and consumer segments, building a repeatable playbook while maintaining focus on trust, care, and measurable growth in a

Qualifications

• Post-launch marketing experience in consumer services or life events is preferred.
• Strong ability to shape messaging and positioning from scratch.
• Proven skill in prioritization, project sequencing, and data-driven decision making.

Responsibilities

• Own the full marketing funnel for At-Need, collaborating with Sales on consultation and close.
• Shape positioning, packaging, and the voice of Meadow's core product.
• Lead launches of new markets, products, and consumer segments with measurable impact.

Job description

Go-To-Market Lead, At-Need

Own a consumer product line end to end, positioning through funnel, and build the first consumer brand in a $20B category no one has fixed.

About Meadow

Deathcare is a $20B market in everybody’s blindspot. It touches every family, yet remains fragmented, widely distrusted, and offline - all while the world around it has transformed. We believe families deserve a fundamentally better experience.

At Meadow, we’re building the modern funeral home. In under two years, we’ve become California’s largest independent, are now in four states, and have earned hundreds of 5-star reviews and an 80+ NPS along the way.

You’d join a team that’s built and scaled real-world businesses. We’re now expanding nationally with urgency, discipline, and plenty of meaningful work still ahead.

The role

This is a marketing role that shapes the product, not one that answers to it.

At-Need is our largest business: families who have just lost someone and need to arrange a cremation or a funeral, usually within a few days. The industry they run into was built for the seller, not for them: opaque pricing, dated storefronts, and a transactional playbook that treats a profound moment like an upsell.

Meadow is the opposite, and this role makes that difference clear everywhere a family meets us, from the first Google search to the final conversation. You will shape the customer journey and our offering itself, so a family can understand quickly why they can trust us to do right by them. It is a big reason our NPS is 80+.

You own the full marketing funnel for At-Need, working closely with Sales, who owns the consultation and the close:

• Positioning, packaging, and the voice of our core product

• The marketing behind launching new markets, products, and consumer segments

• The demand funnel that brings families to Meadow

What you’ll work on early

• Launch Meadow in new markets and reach new communities, building a repeatable playbook as you go

• Position and package a new offering, funerals among them, and take it from concept to launch with Sales and Growth

• Sharpen how we show up with our hospice and referral partners

This is real ownership of our biggest business line. You will shape the future of Meadow’s products, not execute a roadmap someone handed you.

What we’re looking for

We care far more about the quality of your work, and the kind of companies you have done it at, than your title. The strongest signal is having sold something similar, a high-trust and high-consideration service, to similar people, at a similar price.

• Positioning and offering judgment. You shape what the offer is and how it is framed, not just describe what someone else built. You build the messaging everything else pulls from, and you can create and package a new offering from scratch.

• Prioritization and rigor. You turn an ambiguous goal into a sequenced plan, you can say out loud what you are not doing and why, and you reach for the numbers by instinct.

• Consumer instinct. You get inside the head of someone making a hard, emotional decision in one of the worst weeks of their life, and turn that into messaging that resonates and converts. You know how trust is built and broken in a sensitive category.

• Hands-on and high-agency. You are in the ad account, the landing page, and the brief yourself. You move without being pushed and you close loops.

You do not need to be a mathematician or a copywriter. You do need recent, personal ownership of the work, not a track record of directing others to do it.

Why join

• Do work that matters. Help families through one of life’s hardest moments with clarity and care.

• Own what matters. Own the marketing for our biggest business line, with real scope and autonomy.

• A consumer story worth telling, in a category most people look away from, and one that has nothing to do with AI.

• Work with adults. High trust, low drama, smart people moving fast.

• A role that grows with its owner. Broader marketing leadership is on the table for someone who earns it.

• Competitive salary, meaningful equity, and generous health, dental, and vision coverage.