Lifecycle Marketing Manager (B2B2C)

Position Overview

Roo is seeking a Lifecycle Marketing Manager (B2B2C) to own the end-to-end lifecycle strategy for Roo’s Full & Part-Time Hiring program. This role involves designing personalized, automated communications to guide users from casual shifts to long-term career commitments, connecting veterinary professionals with hospitals through innovative technology.

What We Do

Roo (www.roo.vet) operates the first B2B labor marketplace in animal healthcare, connecting veterinary professionals with hospitals. Our dynamic platform enables hospitals to fulfill personnel needs in real-time and allows high-quality veterinary professionals to secure work easily. Roo aims to help hospitals with staffing needs and foster a community of vet industry professionals who value flexibility and work-life balance. We combine experienced healthcare expertise with Silicon Valley talent to transform the veterinary industry.

About the Role

The Full & Part-Time Hiring program at Roo is revolutionizing how hospitals and veterinary professionals find their ideal matches by prioritizing a collaborative approach before commitment. As the Lifecycle Marketing Manager, you will bring this vision to life at scale. You will be responsible for developing and executing personalized, automated communication strategies to nurture users through their career journey within the Roo platform. This role is ideal for someone passionate about customer-centric journeys, optimization, and shaping a program that blends job placement with matchmaking.

Responsibilities

Key Outcomes:

• Build a comprehensive full-funnel lifecycle marketing strategy for the Full & Part-Time Hiring program to drive awareness, engagement, intent, and conversion for both hospitals and clinicians.
• Define and optimize lifecycle journeys for both sides of the Roo marketplace, supporting relief professionals transitioning to full or part-time roles and hospitals seeking new hires.
• Increase full and part-time placement conversions by delivering targeted messages through the appropriate channels at the optimal times.
• Collaborate with Product, Engineering, Growth, and Go-to-Market (GTM) teams to integrate Full & Part-Time Hiring messaging and user touchpoints across the Roo platform.

Lifecycle Journey Ownership:

• Manage the communication experience throughout the entire full and part-time placement funnel:
  • Veterinarians and Technicians: Introduce full and part-time placement opportunities, nurture interest, celebrate successful matches, and support post-hire transitions.
  • Hospitals: Highlight high-potential candidates, guide them through the relief-to-hire process, and streamline hiring logistics.
• Segment users based on their hiring intent and behavior, such as shift history, message engagement, and hiring signals.
• Develop journey maps that capture the unique motivations and mindsets of both individual veterinary professionals and hospital decision-makers.

Messaging & Channel Strategy:

• Design and implement personalized, multi-channel campaigns utilizing email, push notifications, SMS, in-app messages (via Braze), and HubSpot sequences.
• Test and refine messaging frameworks that resonate both emotionally and practically, focusing on calls to action like "Ready to find your perfect hospital?" or "Still thinking about Jessi from last Thursday’s shift?".
• Balance inspirational storytelling with clear calls to action and business objectives.

Measurement & Optimization:

• Define key success metrics for each stage of the Full & Part-Time Hiring journey, from initial intent signals to match confirmation.
• Develop dashboards and regular reports to monitor lifecycle performance, test hypotheses, and identify growth opportunities.
• Conduct experiments and A/B tests to enhance messaging, improve conversion rates, and increase program adoption.

Cross-Functional Collaboration:

• Work closely with the Full & Part-Time Hiring product, support, and customer teams.

Application Instructions

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Company Information

• Company: Roo
• Website: www.roo.vet
• Mission: To shake up the animal healthcare industry by combining experienced healthcare expertise with Silicon Valley talent, changing the way veterinarians and hospitals work.