📌 Core Information
🔹 Job Title: Director of Product Management, Demand Generation
🔹 Company: Honor
🔹 Location: Remote Position
🔹 Job Type: Full-Time
🔹 Category: Hospitals and Health Care
🔹 Date Posted: July 3, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: Remote OK
🚀 Job Overview
Key aspects of this role include:
- Leading product-led growth initiatives to drive new client acquisition
- Optimizing the lead lifecycle from awareness to conversion
- Collaborating with cross-functional teams to enhance franchise-level performance
- Defining and driving a comprehensive product strategy for demand generation
ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and the ability to work effectively with cross-functional teams.
📋 Key Responsibilities
✅ Define, drive, and execute a comprehensive product strategy for demand generation and the company’s website 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
ASSUMPTION: This role involves a high degree of cross-functional collaboration and requires strong communication and stakeholder management skills.
🎯 Required Qualifications
Education: Bachelor's degree in a related field (e.g., Business, Marketing, or Computer Science) or equivalent experience
Experience: 7+ years of product management experience, including 2+ years in a growth or demand generation-focused role
Required Skills:
- 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
Preferred Skills:
- Experience working with HIPAA-compliant systems
- Familiarity with the franchise business model
ASSUMPTION: Candidates with experience in the healthcare industry or working with franchise networks may have an advantage in this role.
💰 Compensation & Benefits
Salary Range: $240,000 - $265,000 USD per year
Benefits:
- Medical, dental, and vision coverage, including zero-cost plans for employees
- Short Term Disability, Long Term Disability, and Life Insurance, fully employer-paid with a voluntary additional Life Insurance option
- Generous time off program, mental health benefits, wellness program, and discount program
- Equity packages that increase with position level and responsibilities, and a 401K with up to a 4% employer match
Working Hours: Full-time, with flexible hours as needed
ASSUMPTION: The salary range provided is based on national averages and may vary depending on the candidate's qualifications and experience.
📌 Applicant Insights
🔍 Company Context
Industry: Honor is a leader in aging care innovation, providing technology, tools, and services that empower older adults to live life on their own terms. They operate in the Hospitals and Health Care industry, focusing on home care, senior care, in-home care, and caregiving.
Company Size: Honor has 501-1,000 employees, making it a mid-sized company where applicants can expect a structured yet collaborative work environment.
Founded: Honor was founded in 2014 and has since grown to become a global leader in aging care innovation.
Company Description:
- Honor's mission is to change the way society cares for older adults by providing the technology, tools, and services that empower them to live life on their own terms.
- The company offers a unique opportunity to lead with purpose and make a meaningful impact no matter the role.
- Honor is an equal opportunity employer, committed to providing a diverse and inclusive work environment.
Company Specialties:
- Home care
- Senior care
- In-home care
- Caregiving
Company Website: https://www.honorcare.com/
ASSUMPTION: Honor's focus on innovation and technology, combined with its commitment to compassionate care, makes it an attractive employer for candidates seeking to make a meaningful impact in the aging care industry.
📊 Role Analysis
Career Level: This role is at the senior management level, requiring a high degree of strategic thinking, leadership, and cross-functional collaboration.
Reporting Structure: The Director of Product Management, Demand Generation will report directly to the Chief Product Officer and work closely with cross-functional teams, including marketing, operations, sales, and franchise development.
Work Arrangement: This is a remote position, with flexible hours as needed to accommodate the demands of the role and ensure effective collaboration with team members across different time zones.
Growth Opportunities:
- As a senior leadership role, this position offers significant growth potential within the company's product management function.
- Successful candidates may have the opportunity to expand their responsibilities or take on additional leadership roles as the company continues to grow and evolve.
- Honor's focus on innovation and technology creates opportunities for candidates to develop new skills and gain experience in cutting-edge areas of the aging care industry.
ASSUMPTION: This role provides an excellent opportunity for candidates seeking to advance their careers in product management within a dynamic and growing industry.
🌍 Location & Work Environment
Office Type: Remote, with no physical office location required for this role.
Office Location(s): N/A (Remote Position)
Geographic Context:
- Honor is a remote-first company, allowing employees to work from anywhere in the United States.
- Candidates should be comfortable working in a remote environment and have access to a reliable internet connection and appropriate workspace.
- The company's headquarters are in San Francisco, California, but this role does not require proximity to the physical office.
Work Schedule: Full-time, with flexible hours as needed to accommodate the demands of the role and ensure effective collaboration with team members across different time zones.
ASSUMPTION: Honor's remote-first approach allows for greater flexibility and work-life balance, while also enabling the company to attract top talent from across the United States.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the hiring manager
- Technical assessment or case study
- Final round interviews with cross-functional stakeholders
- Background check and offer extension
Key Assessment Areas:
- Product management skills and experience
- Strategic thinking and problem-solving abilities
- Cross-functional collaboration and communication skills
- Understanding of lead funnel dynamics, marketing automation, and digital engagement tools
- Alignment with Honor's mission, values, and company culture
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
- Be prepared to discuss your approach to product management, demand generation, and cross-functional collaboration during the interview process.
- Demonstrate your understanding of Honor's mission and the aging care industry by sharing your thoughts on how you can contribute to the company's success.
ATS Keywords: Product Management, Demand Generation, Lead Funnel Dynamics, Marketing Automation, Content Management Systems, Digital Engagement Tools, SEO, Local SEO, Analytical Skills, Cross-Functional Leadership, Stakeholder Management, Relationship Management, Negotiation Skills, Performance Monitoring, User Behavior Analysis, A/B Testing
ASSUMPTION: Honor's interview process is designed to assess candidates' technical skills, strategic thinking, and cultural fit, with a focus on finding the best fit for both the company and the individual.
🛠️ Tools & Technologies
- Content Management Systems (Sanity, Contentful)
- Digital engagement tools (e.g., Salesforce, Martech stack)
- SEO and Local SEO tools
- Performance data and A/B testing tools
- Project management and collaboration tools (e.g., Asana, Jira, Trello)
ASSUMPTION: Honor uses a variety of tools and technologies to support its product management and demand generation efforts, and candidates should be comfortable working with these tools to be successful in this role.
👔 Cultural Fit Considerations
Company Values:
- Integrity: Upholding the highest ethical standards in all aspects of our work
- Compassion: Prioritizing the well-being and happiness of our clients, their families, and our Care Professionals
- Excellence: Striving for continuous improvement and delivering exceptional results
Work Style:
- Collaborative: Working closely with cross-functional teams to achieve common goals
- Adaptable: Embracing change and finding innovative solutions to challenges
- Data-driven: Making informed decisions based on performance data and user behavior analysis
Self-Assessment Questions:
- How do you embody Honor's core values in your daily work?
- Describe a time when you had to adapt to significant changes in your role or work environment. How did you approach this challenge, and what was the outcome?
- How do you prioritize and manage multiple projects and stakeholders simultaneously?
ASSUMPTION: Honor's company culture is guided by its leadership principles, which prioritize integrity, compassion, and excellence. Candidates should be prepared to demonstrate their alignment with these values during the interview process.
⚠️ Potential Challenges
- Balancing the demands of a senior leadership role with the need for hands-on product management
- Navigating a remote work environment and collaborating effectively with team members across different time zones
- Managing relationships with external suppliers and partners, including negotiating contracts and ensuring timely delivery of services and solutions
- Keeping up with the latest trends and best practices in demand generation and product management
ASSUMPTION: These challenges can be overcome with strong leadership, effective communication, and a commitment to continuous learning and improvement.
📈 Similar Roles Comparison
- Unlike traditional product management roles, this position focuses specifically on demand generation and driving new client acquisition
- Honor's franchise network presents unique challenges and opportunities for product-led growth initiatives
- This role offers significant growth potential within the company's product management function, with the opportunity to expand responsibilities or take on additional leadership roles
ASSUMPTION: Candidates should be prepared to discuss how their experience and skills make them a strong fit for this unique role within Honor's organization.
📝 Sample Projects
- Developing and implementing a unified intake platform strategy for both owned and franchise locations
- Optimizing the lead lifecycle from awareness to conversion, with a focus on improving lead-to-client conversion rates
- Collaborating with cross-functional teams to enhance franchise-level performance through product-led growth initiatives
ASSUMPTION: These sample projects illustrate the strategic and cross-functional nature of the Director of Product Management, Demand Generation role at Honor.
❓ Key Questions to Ask During Interview
- How does this role fit into Honor's long-term product strategy and roadmap for demand generation?
- What are the key priorities for this role in the first 90 days, and how will success be measured?
- How does Honor support the professional development and growth of its product management team members?
- What are the biggest challenges facing the aging care industry, and how is Honor positioned to address them?
- How does Honor's remote-first approach impact collaboration and communication within the product management team?
ASSUMPTION: These questions are designed to help candidates better understand the role, the company, and the aging care industry, enabling them to make an informed decision about their fit for the position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the Honor careers page
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare for the interview process by researching Honor's mission, values, and company culture
- Follow up with the hiring manager one week after submitting your application to confirm receipt and inquire about next steps
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
