Product Manager - Growth

74% of people who need legal help never get it - you’ll help build the product changing that

• Be at the forefront of AI and how it’s driving the legal industry forward

• Start-up pace and autonomy, backed by a global legal tech

• Flexible, hybrid Sydney based role

About LawConnect

When people face a legal problem, most don’t know where to start. LawConnect exists to change that - helping everyone understand their situation, build confidence, and find the right legal help when it matters most.

We’re redefining how consumers get legal help by combining AI with our leading lawyer marketplace. Backed by one of the largest legal software companies globally, we bring the stability and resources of an established business with the speed and ambition of a well-funded startup.

This is an environment built around innovation, experimentation, and moving quickly. Small team, real momentum, and a global ambition. You’ll work alongside talented people who care deeply about making legal help accessible to everyone.

What you’ll do

This is a growth-focused product role sitting inside our Growth team. You will own the SEO & growth roadmap: finding the opportunities, sizing what they are worth, deciding what we build first, and driving it through engineering and design until it ships and we can measure it.

Our consumer side is entirely self-serve, so growth is our engine rather than a support function. The funnel currently loses the large majority of people before they are matched to a lawyer, and around 90% of our acquisition spend sits in a single channel. Both of those are large, unclaimed opportunities and they are yours to go after.

How this role works with our agency partners

We deliberately do not hire a single in-house specialist to own SEO strategy. Instead, we retain specialist agency partners who work across many businesses, stay current, and bring us ideas and best practice. We run more than one, and we refresh them, so the flow of new thinking does not depend on any one person or firm.

Your job is to turn that into results. You decide which ideas are worth pursuing, what they are worth, and in what order. You write the brief, collaborate with design and development, and see it through. This is not a project management role: we want someone who forms their own view of what an idea is worth, kills the weak ones, and owns the outcome - not someone who moves agency tickets through a backlog.

Scope

The role starts SEO-weighted, roughly 80% in your first period, and broadens as priorities shift. Over time, we would expect your time to move across:

• SEO and generative search. Turn agency strategy into a sequenced, shipped roadmap - programmatic content, technical fixes, site structure, data enrichment, link building. Plus positioning us to be cited by AI answer engines, a channel with no settled playbook yet.
• Conversion optimisation. Once our product team ships the rebuilt intake, run the experimentation programme on top of it. Our two current intake flows convert at roughly 15% each.
• Wider growth surface. Landing pages, quality score, lifecycle and recovery flows, or a new channel entirely, depending on where the headroom is.

To make this happen you will:

• Find and size opportunities. Take an agency recommendation, a signal in the data, or your own hypothesis, and put a defensible number on it. What is it worth, how confident are we, and what will it cost to find out.

• Own the roadmap. Maintain one ranked backlog across the growth surface. Defend the ranking with reasoning rather than preference, and say no to good ideas that are not worth the slot.

• Ship with engineering and design. Write the spec, get it into the backlog, unblock it, and see it live. This is where most of your week will go.

• Talk to customers. Speak to consumers who have used the product and lawyers who claim the work. Watch sessions. Bring real behaviour into the roadmap rather than inferring it from dashboards.

• Prove what worked. Design experiments that give real answers, read them honestly including the ones that failed, and feed the result back into the next round of prioritisation.

• Direct our agency partners. Brief them well, challenge weak ideas, and tell us when a partner has stopped adding value.

Two things to know about working here

• Supply governs demand. We only acquire consumers in categories and locations where we have enough lawyers to serve them. Growth that ignores that constraint creates a bad experience, not revenue.
• Legal is regulated. Everything we put in front of a consumer must inform, triage and route. We never give advice on someone's specific matter. This shapes how you design experiences and content.

What you’ll bring

• Around 5+ years in growth product, product management or growth marketing, in a role that carried a direct revenue or conversion target

• Strong SEO experience with enough SEO fluency to brief and challenge a specialist agency, without needing to be the specialist yourself

• A numbers-oriented or technical background. We would rather see engineering, analytics or another quantitative discipline than a purely marketing one

• A track record of shipping with engineering teams. Clear specs, a real understanding of technical constraint, and developers who would happily work with you again

• Experience building and defending a prioritised roadmap with a stated impact model behind it

• Direct experience talking to and testing with customers

• Confidence in GA4 and a BI tool, and the ability to build an estimate from first principles. There is no analyst sitting between you and the data

Even better if you have

• Two-sided marketplace experience. Supply constraints, liquidity, matching, and the discipline of not acquiring demand you cannot service. This is the single biggest head start you could bring, though we will trade it for a stronger record of sizing and shipping.

• Depth in conversion optimisation and experimentation

• Work on LLM or generative search visibility

• Consumer products involving high-consideration, emotionally loaded, infrequent decisions such as legal, health, finance or insurance

• Early-stage or scale-up experience, and comfort with imperfect data and unfinished infrastructure

LawConnect is an inclusive, people-first company committed to breaking down institutional barriers that keep people from reaching their potential. If you meet some, but not all the requirements above, we encourage you to still submit your application.

Why join LawConnect?

• Your work matters. We solve real world problems that improve and support local, everyday law firms. So they can do their best work for the people in the communities they serve.
• Make an impact. You won’t be another ‘cog in the wheel’ here. We give full trust and autonomy for you to be heard, to work on big & complex projects - and to make a real difference.
• Work with a group of authentic, passionate people who love what they do.
• Genuine startup energy - small team, fast decisions, real trajectory, backed by one of the largest legal software companies in the world.
• Flexible and hybrid working. We engage, share, and collaborate on ideas and workflows.
• Career and learning opportunities - we move fast and need smart people to get us where we're going. We are a scaling business and looking for people who want to grow with us.
• Have fun with us. Celebrations. Socials. Sports teams. Access to sailing and yacht events.
• We value your well-being with additional time off, gym membership and other perks.
• Fast-paced tech environment, if we don't disrupt ourselves someone else will do it!
• Access to LEAP Home - a program unique to the ATI Group to support you in buying your primary residence.