Go-to-Market Lead, Preplanning

About Meadow

Deathcare is a $20B market in everybody's blindspot, with deep impact on its customers and yet wildly outdated: it's fragmented, offline, widely distrusted, and the world around it has completely changed.

Meadow is building the modern funeral home. It's a real business going national now: we became the largest independent in California in less than 2 years, and have grown 3x every year. Our NPS is 80+, and the reason is simple: families deserve better, and almost no one has tried to give it to them.

The team has started and scaled multiple real-economy companies before. You'd join a business with real operating experience behind it, and plenty of important work still ahead.

The role

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

Preplanning is our fastest-growing business: people who arrange things ahead of time, on their own terms, long before anyone is in crisis. The number one reason someone plans ahead is having just lost someone else, partly because a last-minute scramble makes a tough time worse.

Most of this market today is served by pre-need sales built on pressure and fear, the kind sold to seniors in their living rooms, which is exactly why people avoid the topic. Meadow is the opposite. We give people a calmer, clearer way to plan, and this role owns the story that carries someone from a first tentative encounter with the idea to a decision they feel good about, usually over months: the brand that makes planning ahead feel normal, the nurture that stays useful instead of pushy, and the moments that move someone from thinking about it to doing it.

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

• Positioning, packaging, and the voice for people planning in advance
• The full journey of consideration, from first brand encounter through education, nurture, and referral
• The lifecycle engine that turns early interest into commitment over time

What you'll work on early

• Build the digital conversion experience with Product and Sales
• Rebuild lifecycle and nurture so we can carry someone from first encounter to decision over months, not days
• Launch and scale an events strategy, seminars among them, as a new way to reach people

This is real ownership of our fastest-growing product. 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 contemplating their own mortality and choosing to plan ahead, and turn that into messaging that earns trust over time. You know how trust is built and broken in a sensitive category.
• Hands-on and high-agency. You are in the nurture flows, the lifecycle emails, 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 face one of life's hardest subjects with clarity and care.
• Own what matters. Own the marketing for our fastest-growing 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.