Honor

Honor Technology’s mission is to change the way society cares for older adults. As a leader in aging care innovation, Honor provides the technology, tools, and services that empower older adults to live life on their own terms. Honor’s growing portfolio includes its consumer care brand, Home Instead, Inc., the world’s leading provider of in-home care for older adults. With a global franchise network and more than 100,000 Care Pros, Home Instead delivers over 50 million hours of personalized care annually.

Together, Honor and Home Instead are setting a new standard for aging in place, backed by powerful technology, compassionate care, and a commitment to aging on your own terms.

Join us to create a new and better aging experience for our clients, their families, and our Care Professionals.

About the Role:

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.

Our range reflects the hiring range for this position. We use national average to determine pay as we are a remote first company. Individual pay is based on a number of factors including qualifications, skills, experience, education, and training.

Base pay is just a part of our total rewards program. Honor offers generous equity packages that increase with position level and responsibilities, and a 401K with up to a 4% employer match.

We provide 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. We offer a generous time off program, mental health benefits, wellness program, and discount program.

Hiring Salary Range

$240,000—$265,000 USD

At Honor, we put people first. Our leadership culture is guided by Leadership Principles that prioritize integrity, compassion, and excellence. We offer a unique opportunity to lead with purpose and make a meaningful impact no matter your role.

Honor is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex (including pregnancy), national origin, age, disability, genetic information, political affiliation or belief.