Senior Growth Marketing Manager

This is a fully remote position, open to applicants in United States, +1 more country.

📋 Description

• Expand Roo’s business with independent veterinary hospitals by managing the complete customer journey, from initial discovery to ongoing usage.

• Collaborate with the GM and product teams to develop the hospital growth strategy, focusing on acquisition, activation, reactivation, expansion, customer acquisition cost (CAC), and payback objectives.

• Manage the hospital growth budget, including decisions on channel mix and allocation of market-tier spending.

• Direct B2B lead generation efforts, including account-based campaigns, paid search and social media, direct mail, referrals, sponsorships, partnerships, SEO, and AEO initiatives.

• Oversee hospital acquisition campaigns and integrate these efforts into company-wide branding initiatives.

• Partner in organizing conferences, industry events, webinars, hospital targeting, lead scoring, routing, and field handoffs.

• Take charge of the CRO backlog, testing roadmap, and first-fill playbook from landing page and sign-up to approval and the first shift posted.

• Create and analyze A/B tests and product experiments in collaboration with product and growth analysts.

• Identify funnel drop-offs and translate insights into actionable conversion improvements.

• Collaborate on onboarding, activation, reactivation, incentive programs, creative strategies, positioning, and messaging initiatives.

• Manage reactivation campaigns aimed at dormant, churned, and unfilled-shift hospitals.

• Develop expansion strategies to enhance hospital engagement across various roles.

• Oversee the metrics related to acquisition costs, activation rates, fill rates, lifetime value (LTV), payback periods, attribution, and holdouts.

• Report performance metrics, spending, and insights to business unit and marketing leadership.

• Report directly to the GM of Independent Hospitals, with a dotted line to Marketing leadership, and actively participate in Roo’s marketing guild.

• Work cross-functionally with Hospital Success, product, analytics, product marketing, lifecycle, pricing, brand, community, and Veterinary Marketplace teams.

⛳️ Requirements

• Proven experience in growth or performance marketing targeting small businesses, ideally within a marketplace or vertical SaaS environment.

• Demonstrated experience managing a budget and channel mix effectively.

• Track record of being accountable for results that extend beyond clicks, such as activation, initial purchases, or customer retention.

• Familiarity with paid search and social media, sponsorships, partnerships, referrals, direct mail, SEO, and AEO strategies.

• Bonus: Experience running account-based campaigns in conjunction with broader demand generation efforts.

• Skill in diagnosing activation and conversion challenges and addressing root causes.

• Experience collaborating with sales or account teams on lead scoring, routing, and handoffs.

• Proficiency in allocating expenditure by geography within a two-sided marketplace.

• Ability to design controlled experiments, manage attribution, establish holdouts, and define success criteria.

• Competence in data analysis and reporting negative findings to leadership.

• Understanding of the decision-making processes of small business owners and practice managers.

• Strong writing skills to communicate clearly and effectively with practice owners and managers, along with creating concise briefs.

• Capability to align sales, product, product marketing, lifecycle, pricing, and data teams without formal authority.

• Ability to thrive in uncertain situations and develop programs from the ground up.

• Proficiency in AI applications, including leveraging AI for scaling output and assessing opportunities for automation in outreach.

• Experience in veterinary medicine, healthcare, marketplaces, or staffing is advantageous.

🏝️ Benefits

• Rapid growth and learning opportunities.

• Stipends for home office setup, continuous education, and monthly wellness activities.

• Comprehensive health insurance with the base medical plan fully covered for US employees.

• Comprehensive health benefits through Rippling EOR for Canadian employees.

• 401K plan available for US employees.

• Registered Retirement Savings Plans (RRSPs) and Tax-Free Savings Accounts (TFSAs) available through Wealthsimple for Canadian employees.

• Unlimited Paid Time Off.

• Paid Maternity/Paternity and reproductive care leave.

• Special gifts on your birthday and work anniversary.

• Opportunities for domestic travel, including regional team-building events.