The Challenge
Roblox is aging up its platform to capture mature audiences and AAA-quality content—but your job is to wire the entire user lifecycle (acquisition → activation → retention → reactivation) so growth scales with supply. You'll own the demand-side strategy across a complex, multi-sided marketplace where one wrong move tanks developer incentives.
Your Mission
Map the current state: audit all four pillars (Consideration, Activation, Retention, Reactivation), identify technical debt in AuthSec/Social/Notifications stacks, and define the 2026 roadmap vision
Build the case for aged-up FTUE: run qualitative research and A/B tests on 18+ onboarding flows to validate positioning Roblox as a premier entertainment destination beyond younger skew
Unify growth ownership: consolidate legacy UX ownership and establish single P&L accountability for User Growth, including cross-functional alignment with Discovery, Content, and DevRel
Deploy quick wins: identify 2–3 high-leverage retention or reactivation interventions using existing notification/SDUI infrastructure to prove impact
Launch demand-supply flywheel model: architect how discovery/ML recommendations drive self-sustaining growth loop where new content genres attract target user cohorts
Scale SDUI & automation: build server-driven UI and automated notification infrastructure to enable dynamic, low-latency growth interventions across all pillars
Establish ecosystem health framework: define guardrails and metrics to balance growth tactics across user segments without degrading platform health or developer incentives
Hit growth targets: drive measurable DAU/MAU lift in 18+ cohorts and improve retention/reactivation metrics for aged-up verticals (AAA games, premium experiences)
KPIs You'll Own
DAU/MAU Growth (by cohort)
Track daily and monthly active users, segmented by age group, content vertical, and geography to measure acquisition and retention effectiveness.
First-Time User Experience (FTUE) → Activation Rate
% of new users completing onboarding and playing first experience within 7 days, broken down by aged-up vs. all-ages flows.
Content Supply ↔ Demand Ratio
Monitor correlation between new AAA/18+ game launches, discovery impressions, and cohort acquisition to validate flywheel health.
Reactivation Revenue & Engagement
Track lapsed user recovery rate, session length, and monetization lift from retention/reactivation campaigns.
Ecosystem Health Score
Composite metric measuring developer retention, content freshness, and multi-segment user satisfaction to catch negative externalities early.
Tools & Stack
Your Team
Your Manager
Head of Discovery
Current Team
User Growth pod (Consideration, Activation, Retention, Reactivation sub-teams implied; exact size not specified)
This is a new leadership structure consolidating legacy UX ownership into a unified growth unit
The Package
Salary
$280K-$350K base
Remote
On-site (hybrid, Tuesday–Thursday in San Mateo, CA)
Benefits & Perks
Company Intelligence
Roblox is a user-generated content platform where tens of millions daily create and play 3D immersive experiences. The platform is evolving to include mature (18+) audiences and AAA-quality games alongside its core all-ages community. Founded in 2004, Roblox went public in 2021 and is a pillar of the metaverse/UGC gaming space.
Founded
2004
Funding
Public (NYSE: RBLX)
Customers
Tens of millions of daily active users; developer ecosystem
Culture
Mission-driven ("connect a billion people with optimism and civility"), complex multi-sided marketplace mindset, systems thinking valued
Is This Role For You?
- You've scaled user growth at a multi-sided marketplace or platform (e.g., Uber, Lyft, Discord, Twitch, gaming platform) and understand supply-demand dynamics
- You thrive in complexity: comfortable balancing short-term growth metrics with long-term ecosystem health and developer incentives
- You're a first-principles thinker who can own end-to-end lifecycle strategy and unify fragmented technical stacks under a single vision
- You have shipped at VP or Director-level scale and can build/lead teams, set roadmaps, and drive cross-functional alignment without relying on authority
- You're a growth hacker optimizing for vanity metrics; Roblox needs strategic thinking about marketplace balance over spray-and-pray tactics
- You need full remote work; this is hybrid with mandatory Tuesday–Thursday in San Mateo
- You lack experience in gaming, creator platforms, or complex multi-sided marketplaces; the learning curve will be steep
Interview Process
Recruiter Screen
Phone/Zoom call to assess background in platform growth, marketplace experience, and interest in Roblox's aged-up expansion strategy
Hiring Manager + Head of Discovery
Deep dive on growth philosophy, case studies of past flywheel/ecosystem work, and alignment on 2026 roadmap vision
Cross-Functional Panel
Meet with Content, DevRel, Product, and Data leads to assess collaboration style and ability to unify disparate teams
Case Study / Strateg Debrief
Possibly a take-home or live scenario: design a growth strategy for a specific Roblox vertical (e.g., launching 18+ AAA games) and present findings
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.