Senior Growth Marketing Manager

What We Do We’re on a mission to empower animal healthcare professionals with opportunities to earn more and achieve greater flexibility in their careers and personal lives. Powered by groundbreaking technology, Roo has built the industry-leading veterinary staffing platform, connecting Veterinarians, Technicians, and Assistants with animal hospitals for relief work and hiring opportunities. Roo empowers the largest network of over 20,000 veterinary professionals to help more than 9,000 animal hospitals provide quality care to more pets. Together, we’ve provided more than 3 million hours of healthcare, helping Veterinarians earn more than $200 million. About the Role We're looking for a Senior Growth Marketing Manager to grow Roo's business with independent veterinary hospitals. You'll own hospital growth across the full funnel: how practice owners and managers discover Roo, why they sign up, what gets them to post and fill their first shift, and what keeps them coming back. You'll be accountable for bringing hospitals onto Roo and turning them into active, repeat customers, with success measured by hospitals that activate and stay active alongside sign-ups and leads. As the business unit's first dedicated growth marketer, you'll shape the growth strategy, own the growth budget and measurement, and lead testing across the hospital journey. You'll report to the GM of Independent Hospitals, with a dotted line to the Marketing leadership and be part of Roo's marketing guild, which owns craft standards for marketing across the company. Responsibilities Growth Strategy & Planning

Shape the strategy. Shape the hospital growth strategy with the GM and product, setting goals for acquisition, activation, reactivation, and expansion, plus acquisition cost and payback targets tied to hospitals that fill shifts and keep posting. Own the budget. Own the hospital growth budget and channel mix, allocating spend by market tier based on where shifts are most likely to fill, and deciding what to scale, what to cut, and what should wait.

Acquisition

Own hospital channels. This covers both acquisition motions: B2B lead generation and account-based campaigns with sales, and direct-to-practice-manager acquisition through paid search and social. It also covers direct mail, referrals, sponsorships, buying-group partnerships, and SEO and AEO priorities, partnering with brand on the build. Own hospital acquisition campaigns. Own hospital-only acquisition campaigns, and bring the acquisition layer to company-wide campaigns led by the brand team. Partner on events. Partner with the brand and community teams on conferences, industry events, and webinars, bringing the hospital targeting and shaping the follow-up that turns attendees into active hospitals. Target the right hospitals. Partner with sales, Rev Ops, and analytics on hospital targeting and lead scoring, so marketing, the field team, and automated outreach focus on the hospitals most likely to fill and grow. Own the field handoff. Set lead routing, handoff SLAs, and the rules for which hospitals get a Hospital Success Partner (HSP) and which get AI-driven outreach.

Activation & Conversion

Get hospitals to first fill. Own the CRO backlog, test roadmap, and first-fill playbook across the hospital journey, from landing pages and sign-up to approval and first shift posted, partnering with product on the sign-up and first-shift experience. Partner on product experiments. Work with product and growth analysts to develop, launch, and evaluate A/B tests and product experiments, such as homepage banners and headline tests. Find where hospitals drop off. Diagnose where and why hospitals drop off, using funnel data alongside what practice owners, managers, and the field team say, and turn what you learn into fixes. Shape activation journeys. Partner with the lifecycle team on onboarding and activation journeys, bringing the audience insight, goals, and offers that shape them. Make the incentive case. Partner with the pricing team on incentive strategy: which hospitals get one, what offer, and the payback against hospital LTV. Brief the creative. Partner with brand on campaign creative, landing pages, and website updates, bringing clear briefs, audience insight, and performance learnings that shape the work. Sharpen the message. Partner with product marketing and brand on hospital positioning and messaging, and bring channel and test results back to sharpen it.

Retention & Expansion

Win back dormant hospitals. Own the reactivation campaign for dormant, churned, and unfilled-shift hospitals, partnering with the lifecycle team on the journeys and messaging that bring them back to Roo. Grow existing accounts. Build expansion programs that help hospitals use Roo more often and book across more roles, such as adding veterinary technicians.

Measurement & Insights

Own the numbers. Own hospital growth measurement, including the model that tracks acquisition cost by channel, cohort activation, fill rates, lifetime value, and payback, the holdout standard every program is measured against, and the attribution and tests with clear success criteria that show what each program actually drove. Report and adjust. Read results honestly, move investment toward what's working, and share progress, spend, and learnings with business unit and marketing leadership.

How This Role Works With the Team This role sits at the center of the business unit and works through others. You'll partner with the Hospital Success Partner field team on who to target and how leads get routed, and with product and growth analysts on experiments and the sign-up and first-shift experience. You'll also work with product marketing on positioning, lifecycle on activation and reactivation journeys, pricing on first-fill incentives, analytics on targeting and measurement, and brand and community on creative, the website, events, and webinars. Because fill depends on veterinary professi