The posting
What We Do
We’re on a mission to empower veterinary professionals with opportunities to achieve greater flexibility in their careers while helping animal hospitals provide care for more pets in their communities.
Powered by groundbreaking technology, Roo has built the leading veterinary staffing and careers platform, connecting Vets, Techs, and Veterinary Assistants with practices for relief support, full-time hiring, and free continuing education. Roo empowers the largest network of over 30,000 veterinary professionals to earn and learn on their schedule, helping Veterinarians earn over $400 million. Together, we’ve provided more than 5 million hours of coverage at over 10,000 animal hospitals.
About the Role
As the Growth Marketing Lead for Roo's Veterinary Marketplace, you'll own how veterinarians find Roo, why they sign up, and what gets them from a new account to their first shift.
This is a senior IC role in the Veterinary Marketplace Business Unit (BU). You'll own acquisition strategy and budget end to end, and you'll own the activation levers that sit outside lifecycle marketing: the sign-up flow, the handoff to our Onboarding and BD teams, and the experiments that tie them together. Your time splits about evenly between acquisition and activation. You'll be held to vets who work, not leads or sign-ups.
You'll be one half of the BU's growth and product pod under the GM, alongside a Staff Product Manager. They own what we build; you own who we reach, what we offer them, and whether it worked. You'll also partner closely with the BU's lifecycle marketer, who owns every message to vets already in our database.
You'll report to the GM of the Veterinary Marketplace BU, with a dotted line to the Marketing Chief, and work as part of Roo's marketing guild, which owns craft standards for marketing across the company.
Your Responsibilities
- Own vet acquisition strategy and budget — channel mix, spend by geography and audience, and CPA and payback targets.
- Own vet paid media strategy and performance, directing a shared agency partner who runs day-to-day execution.
- Own vet AEO — how vets find Roo in AI answers — and set priorities and briefs for SEO and the website, working with the brand team who build them.
- Build and own top-of-funnel tools vets actually want — earnings and rate tools, tax and licensing help — using AI to ship them yourself. They capture vets before they're ready to sign up and feed them to our sales team.
- Own the referral program end to end: offer design, mechanics, payouts, fraud controls and promotion.
- Own vet-only acquisition campaigns — vet-facing launches and partner offers — 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 and payback — and the holdout standard every program is measured against.
- Own the interlock with Onboarding and BD: lead lists, lead scoring inputs, and handoff SLAs. 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 on 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, tooling for high-volume relief vets, 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, one analyst.
With the Lifecycle Marketer: once a vet is in our database, the channel to them — journeys, nurture, promo comms, reactivation, and everything after the first shift — 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, ideally growing the supply side of a marketplace of licensed professionals (such as clinicians or nurses), owning a budget and a channel mix — not just executing campaigns.
- Outcome ownership. You've been held to a number downstream of the click — activation, first purchase, retained user — and changed your spend because of it.
- Channel range. Hands-on with paid, referral programs, AEO and AI-driven outbound, and you know which to cut when.
- Product-led instincts. You've run conversion work inside a product funnel alongside a PM and think in user journeys, not campaigns.
- Experimentation rigor. You design tests with real controls, read results honestly, and have reported a negative result to leadership.
- Analytical self-sufficiency. You're comfortable in SQL and cohort data and can build the model rather than wait for one.
- Strong writing. You write clearly and credibly.
Exact compensation may vary based on skills, experience, and location.
Tier 1 Pay Range (examples: San Francisco, NYC)
$140,000—$195,000 USD
Tier 2 Pay Range (examples: LA, Boston, Seattle, DC, San Diego, Chicago)
$125,000—$175,000 USD
Tier 3 Pay Range (examples: Austin, Dallas, Portland, Denver, Philadelphia, Baltimore, Sacramento)
$120,000—$165,000 USD
Tier 4 Pay Range (examples: Minneapolis, Miami, Atlanta, Phoenix, Orlando, Las Vegas, Salt Lake City)
$110,000—$155,000 USD
Tier 5 Pay Range (examples: Madison, Birmingham, San Antonio, Spokane, Toronto)
$105,000—$145,000 USD
Core Values
Our Core Values are what shape us as an organization and we're looking for people who exhibit the same values in their professional life; Bias to Urgency, Drive Measurable Impact, Seek Understanding, Solve Customer Problems and Have Fun!
What to expect from working at Roo!
Located in the US: For permanent, full time employees, we offer:
- Accelerated growth & learning potential.
- Stipends for home office setup, continuing education, and monthly wellness.
- Comprehensive health benefits to fit your needs with base medical plan covered at 100% with optional premium buy up plans.
- 401K
- Unlimited Paid Time Off.
- Paid Maternity/Paternity and reproductive care leave.
- Gifts on your birthday & anniversary.
- Opportunity for domestic travel, including for regional team building events.
Located in Canada: For permanent, full time employees, we offer:
- Accelerated growth & learning potential.
- Stipends for home office setup, continuing education, and monthly wellness.
- Comprehensive health benefits offered through Rippling EOR.
- Registered Retirement Savings Plans (RRSPs) and Tax-Free Savings Accounts (TFSAs) through Wealthsimple.
- Unlimited Paid Time Off.
- Paid Maternity/Paternity and reproductive care leave.
- Gifts on your birthday & anniversary.
- Opportunity for domestic travel, including for regional team building events.
Overall, you would be part of a mission-driven company that will significantly empower the lives of all veterinary professionals and the health of the overall animal industry that seeks massive innovation.
We have diverse, passionate & driven team members from a variety of backgrounds, and Roo is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status. We are committed to creating an inclusive environment for all employees and candidates. We understand that your individual experience may not check every box but we still encourage you to apply even if you are not confident in every expectation listed.
Ready to join the Roo-volution?!
