Go-To-Market Lead

Rockstar is recruiting for a company that is transforming the $20B deathcare industry. This modern funeral home operator has become the largest independent in California, now operating in four states, with hundreds of 5-star reviews and an 80+ NPS. They are building a fundamentally better experience for families during one of life's hardest moments, moving fast with a disciplined, high-trust team.

Location: United States (Remote)
Employment Type: Full time
Department: Marketing

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. The company believes families deserve a fundamentally better experience.

At the company, they are building the modern funeral home. In under two years, they have 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.

The candidate would join a team that has built and scaled real-world businesses. The company is now expanding nationally with urgency, discipline, and plenty of meaningful work still ahead.

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

At-Need is the company's 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.

The company is the opposite, and this role makes that difference clear everywhere a family meets them. The person in this role will shape the customer journey and the offering itself, so a family can understand quickly why they can trust the company to do right by them. It is a big reason the company's NPS is 80+.

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

• Positioning, packaging, and the voice of the company's core product
• The marketing behind launching new markets, products, and consumer segments
• The demand funnel that brings families to the company
  

• Launch the company in new markets and reach new communities, building a repeatable playbook as they go
• Position and package a new offering, funerals among them, and take it from concept to launch with Sales and Growth
• Sharpen how the company shows up with its hospice and referral partners

This is real ownership of the company's biggest business line. The candidate will shape the future of the company's products, not execute a roadmap someone handed them.

The company cares far more about the quality of the candidate's work, and the kind of companies they have done it at, than their 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: The candidate shapes what the offer is and how it is framed, not just describes what someone else built. They build the messaging everything else pulls from, and they can create and package a new offering from scratch.
• Prioritization and rigor: The candidate turns an ambiguous goal into a sequenced plan, they can say out loud what they are not doing and why, and they reach for the numbers by instinct.
• Consumer instinct: The candidate gets inside the head of someone making a hard, emotional decision in one of the worst weeks of their life, and turns that into messaging that resonates and converts. They know how trust is built and broken in a sensitive category.
• Hands-on and high-agency: The candidate is in the ad account, the landing page, and the brief themselves. They move without being pushed and they close loops.

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

• Do work that matters: help families through one of life's hardest moments with clarity and care
• Own what matters: own the marketing for the company's 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
  

$145K – $175K • Offers Equity

The company has taken a disciplined approach to compensation from day one. It's the only way to keep things consistent, fair, and strategic — so both the team and company can grow in a healthy way. They set ranges using benchmarking data (including Pave.com, the best source for early-stage companies since it pulls directly from HR systems).

Offers are based on three factors:

• Performance potential: how the candidate performed in interviews and how closely their experience matches the role
• Seniority: the depth of their relevant experience
• Location: cost of living differences