Senior Growth Marketing Manager (B2B - Hospitals)

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 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

In your first year, you will:

• 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.

Qualifications

• Full-funnel growth experience. Experience in growth or performance marketing to small businesses, ideally at a marketplace or vertical SaaS company. You've owned a budget and a channel mix.
• Outcome ownership. You've been held to a number beyond the click, like activation, first purchase or retained customers, and you've changed your spend because of it. You defend spend in CAC, payback and LTV.
• B2B channel range. Hands-on with paid search and social, sponsorships, partnerships, referrals and direct mail, and you know when to cut a channel. Bonus if you've run account-based plays for high-priority accounts alongside broad demand gen.
• Root-cause thinking. You've diagnosed why customers sign up and don't activate, and improved conversion by fixing the root cause.
• Field sales partnership. You've worked alongside a sales or account team on lead scoring, routing and handoffs, and you can tell which touches actually move the number.
• Market-level thinking. You're comfortable allocating spend by geography and you understand that in a two-sided marketplace, demand only pays off where supply exists.
• Experimentation and measurement rigor. You can show what your campaigns actually caused. You design tests with real controls, set up attribution and holdouts, pull and analyze the data yourself, read results honestly, and have reported a negative result to leadership.
• Customer understanding. You understand how small business owners and practice managers make decisions, you write clearly and credibly for busy practice owners and managers, and you write a sharp brief.
• Influential partnership. You get alignment across sales, product, PMM, lifecycle, pricing and data without formal authority.
• Startup-ready. You thrive in ambiguity and enjoy building programs from scratch.
• AI fluency. You use AI to scale your own output and have a view on where agents can replace manual outreach.
• Bonus. Experience in veterinary medicine, healthcare, marketplaces, or staffing is a plus.

Why Roo

• Be the first dedicated growth marketer for Roo's hospital business and build the program from the ground up.
• Own the full hospital funnel, from first touch to repeat use.
• Help hospitals get the support they need and help veterinary professionals find flexible, meaningful work.
• Partner closely with an ambitious team that values first-principles thinking, ownership, and continuous improvement.

While we are a remote first company, if you are based in San Francisco this will be a hybrid role. 

Please see below for compensation ranges based on our geographical tiering system recommended by external benchmark data (with example cities listed).

Note: We’ve recently been made aware of a job scam where scammers are posing as Roo employees and conducting fake text interviews. Please note that any communication from @lifeatroo.com is not legitimate. All official Roo communication will always come from @roo.vet.