Roo - Senior Growth Marketing Manager

• 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. • Shape the strategy. • 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. • Own the budget. • 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 channels. • Own hospital acquisition campaigns. Own hospital-only acquisition campaigns, and bring the acquisition layer to company-wide campaigns led by the brand team. • Own hospital acquisition campaigns. • 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. • Partner on events. • 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. • Target the right hospitals. • 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. • Own the field handoff. • 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. • Get hospitals to first fill. • 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. • Partner on product experiments. • 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. • Find where hospitals drop off. • Shape activation journeys. Partner with the lifecycle team on onboarding and activation journeys, bringing the audience insight, goals, and offers that shape them. • Shape activation journeys. • Make the incentive case. Partner with the pricing team on incentive strategy: which hospitals get one, what offer, and the payback against hospital LTV. • Make the incentive case. • 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. • Brief the creative. • Sharpen the message. Partner with product marketing and brand on hospital positioning and messaging, and bring channel and test results back to sharpen it. • Sharpen the message. • 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. • Win back dormant hospitals. • Grow existing accounts. Build expansion programs that help hospitals use Roo more often and book across more roles, such as adding veterinary technicians. • Grow existing accounts. • 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. • Own the numbers. • Report and adjust. Read results honestly, move investment toward what's working, and share progress, spend, and learnings with business unit and marketing leadership. • Report and adjust. • 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 professional supply, you'll work closely with the Veterinary Marketplace business unit so hospital demand and supply grow in the same markets. You'll bring these teams together around a shared growth plan. • What Success Looks Like • Grow hospital acquisition against plan and within budget. • Increase the share of new hospitals that post and fill their first shift. • Grow the number of hospitals posting regularly on Roo. • Bring dormant hospitals back to active use, in partnership with the lifecycle team. • Set a clear measure for every channel and move investment toward what works. • Build a testing roadmap and first-fill playbook the business unit runs on.