Senior Growth Marketing Manager (Veterinarians)

About the Role

As the Growth Marketer for Roo's Veterinary Marketplace, you own how veterinarians find Roo, why they sign up, and what gets them from a new account to their first shift.

This is a technical growth role. You run paid like a performance marketer, think about activation like a growth PM, pull your own data like an analyst, and build your own tools with AI like an engineer. One person, all four.

It is a senior IC seat in the Veterinary Marketplace Business Unit. Your time splits about evenly between acquisition and activation. You are held to vets who work, not leads or sign-ups.

The problem is a hard one. There are only tens of thousands of relief vets in the country, and about half have already signed up. You can't buy the rest. Of the vets we approve, 1 in 4 request a shift in their first week, and that number has not moved in over a year. We know the reasons. Nobody has fixed them one at a time and measured what moves. That is the job.

You report to the GM of the Veterinary Marketplace BU, with a dotted line to the Chief of Marketing, and you are part of Roo's marketing guild, which owns craft standards across the company.

Your Responsibilities

• Own vet acquisition strategy and budget: channel mix, spend by market and audience, CPA and payback targets.
• Own vet paid media strategy and performance, directing a shared agency partner on day-to-day execution.
• Own vet AEO, and set priorities and briefs for SEO and the website with the brand team.
• Build the tools, agents and automations the funnel needs, yourself. Whatever gets vets in the door.
• Own the referral program end to end: offer, mechanics, payouts, fraud controls and promotion.
• Own vet-only acquisition campaigns, and bring the acquisition layer to company-wide moments led by the brand team.
• Own the CRO backlog and test calendar for the sign-up flow and landing pages.
• Help Onboarding get newly approved vets to request their first shift in their first week.
• Own the acquisition model of record: CPA by channel, cohort activation, LTV, payback, and the holdout standard every program is measured against.
• Own the interlock with Onboarding and BD: lead lists, lead scoring inputs and handoff rules. Onboarding sells the first shift request; vets with no request after about a week move to BD.
• Partner with the events team to improve sign-ups from in-person events.
• Co-own the BU strategy with the GM and Staff PM, and report progress, spend and learnings to leadership.

How this role works with the team

With the Staff PM: the Staff PM owns the product: verification, approval, the first-shift experience, and the price boost and promotion engine. You own who we reach, what we offer, and what we say. Where the funnel crosses from one to the other, you work as a pair: one target, one experiment roadmap.

With the Lifecycle Marketer: once a vet is in our database, the channel to them belongs to lifecycle. You write the activation briefs and bring the acquisition insight; they own the journeys and the build.

Qualifications

• Acquisition depth. 5+ years in growth or performance marketing, owning a budget and a channel mix. Supply-side marketplace or licensed-professional experience is a plus.
• Outcome ownership. You have been held to a number downstream of the click and changed your spend because of it.
• AI-native builder. You ship landing pages, tools, agents and automations yourself with Claude Code, Cursor, n8n, Webflow or similar, without waiting on engineering. You can show us something you built.
• Analytical self-sufficiency. You write SQL, build your own reporting, and run experiments with real controls.
• Product-led instincts. You have run conversion work inside a product funnel with a PM.
• Channel range. Hands-on with paid, referral, AEO and AI-driven outbound, and you know which to cut when.
• Strong writing. You write clearly and credibly for a skeptical professional audience.
• Startup pace. You try ten things to learn which two work, and you fix a broken step without asking.