Senior International Marketing Manager

About the Role

We're looking for a Senior International Marketing Manager to build Roo's brand and growth in every market we enter outside the US. Roo launched in Canada in September 2026, our first market outside the US, and we're growing across Canada while planning the countries that come next.

You'll lead marketing for Roo's international markets and be accountable for the outcome: bringing animal hospitals and veterinary professionals onto Roo in each new market and keeping them engaged. You'll define the marketing strategy, own the go-to-market and engagement plans, and partner closely with Roo's sales, brand, lifecycle, partnerships, and other marketing teams to bring them to life. Drawing on deep knowledge of each market, you'll guide partners with the direction and local insight they need for anything Roo launches there. Along the way, you'll build the playbook Roo uses to launch every new country.

Responsibilities

Market Strategy & Go-to-Market

• Own the marketing strategy for Roo's international markets, setting goals for acquisition and brand presence on both sides of the marketplace.
• Lead go-to-market and engagement planning for each new market: audience and market insight, positioning, channel mix, budget, timeline, and measurement.
• Build Roo's international launch playbook so each new country launches faster and with less lift than the last.
• Bring the voice of each market back to Roo, sharing what you learn from veterinary professionals, hospitals, and partners to shape product, pricing, and marketing decisions.

Positioning & Messaging

• Define Roo's positioning and messaging for each market in partnership with the brand and product marketing teams, building on Roo's core frameworks and grounding them in how veterinary professionals and hospitals there work, hire, and think about their careers.
• Develop the proof points, customer stories, and data that build Roo's credibility in a new market.
• Own each market's messaging framework and set the standard for Roo's voice and narrative in market, partnering with the brand and lifecycle teams to bring it into campaigns, the website, sales materials, and the product experience.
• Know each country's marketing, privacy, and anti-spam laws, apply them to every campaign, and educate other internal teams on these laws, ensuring compliance.

Acquisition & Growth

• Own acquisition strategy and budget for each market across paid, organic, referral, and partner channels.
• Partner with the sales and account management teams on hospital and veterinary professionals acquisition and growth, aligning on targets and pipeline and equipping them with the messaging, materials, and campaigns that support their outreach.
• Partner with the lifecycle team on onboarding, activation, and engagement journeys for each market, bringing the audience insight, messaging, and goals that shape them, and reviewing performance together to turn new sign-ups into active users.
• Shape referral and ambassador programs that help veterinary professionals and hospitals bring Roo to their peers.

Brand Presence & Community

• Partner with the brand team to grow Roo's presence in each market, bringing local insight and ideas to campaigns, content, design, and creative so the work feels like Roo and lands locally.
• Partner with the brand team on PR and earned media for each market, surfacing local stories, voices, and media opportunities that build Roo's credibility.
• Bring ideas for Roo's presence at conferences, trade shows, CE events, and industry moments, and partner with the brand, events, and partnerships teams to bring them to life, from concept and experience through the follow-up that turns attendees into Roo users.
• Build relationships with local partners, key opinion leaders, and industry associations that help Roo earn trust in a new market.

Measurement & Insights

• Own marketing measurement for each market, setting goals and metrics before every launch and campaign and tracking performance across the funnel on both sides of the marketplace.
• Track channel and campaign performance against budget, read signals in early data, and shift investment toward what's working.
• Measure brand awareness and perception as Roo grows in each market, partnering with the brand team on research.
• Share clear, regular reporting on what's working, what isn't, and what's next with international and marketing leadership.

What Success Looks Like

In your first year, you will:

• Launch in new Canadian markets on schedule.
• Grow hospital and veterinary professional acquisition in Canada against plan and within budget.
• Grow Roo's brand presence in Canada, so Roo shows up in the industry moments and conversations that matter to veterinary professionals and hospitals.
• Set a clear measure for every channel and move investment toward what works.
• Build a launch playbook that's ready for Roo's next country.
• Prepare and lead the next country launch

Qualifications

• You have deep experience in multi-channel marketing strategy, including launching a brand or product in a new market or country.
• You've owned positioning and messaging for a professional audience and built the proof points that made it credible.
• You've owned acquisition budgets and measurement, and make smart trade-offs when data is early.
• You bring cross-functional partners together around a shared plan and move work forward through people you don't manage.
• You're comfortable building from ambiguity and move easily between strategy and hands-on work.
• You understand marketing and privacy regulation across countries, ideally including Canada.
• Thoughtful about where AI and emerging tools improve how marketing teams work, and where human judgment matters most.
• Experience in veterinary medicine, healthcare, marketplaces, labor platforms, or international expansion is a plus.

Why Roo

• Lead marketing for Roo's first international markets and shape how Roo grows around the world.
• Build the launch playbook Roo uses for every new country.
• Work across strategy, messaging, acquisition, and brand, with the support of Roo's central marketing teams.
• Help veterinary professionals find flexible, meaningful work and help hospitals get the support they need.
• Partner closely with an ambitious leadership 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.