The Challenge
Roole is France's largest automotive club with 1.5M members, aiming to hit 2M monthly active users by 2030. You'll own the entire growth funnel—acquisition through conversion—across two apps (Roole + Roole Map) with proven distribution through 50%+ of French dealerships.
Your Mission
Audit and benchmark current acquisition channels (SEO, SEA, ASO, paid social, affiliation) to identify quick wins and optimization opportunities
Design and launch 2-3 high-impact test campaigns across underperforming channels to improve CAC and user activation rates
Map the full user journey in both apps, identify top 3 friction points, and propose A/B tests to improve conversion
Establish baseline metrics dashboard tracking CAC, LTV, activation rate, and monthly active user growth
Scale top 3 performing acquisition channels, achieving 15-20% reduction in CAC while maintaining quality user metrics
Launch and optimize 5+ new acquisition experiments (innovative formats, partnerships, untapped channels) with documented learnings
Improve in-app activation rate by 10-15% through funnel optimization and targeted engagement campaigns
Build predictive LTV models by cohort and channel to inform marketing spend allocation and channel mix strategy
KPIs You'll Own
Customer Acquisition Cost (CAC)
Track cost per new user across all channels, targeting continuous reduction while maintaining quality thresholds.
Monthly Active Users (MAU)
Primary north star metric toward 2M MAU goal by 2030; measure growth rate and cohort retention.
Activation Rate
Percentage of new installs that complete key onboarding steps and perform core actions within first 7 days.
Lifetime Value (LTV)
Revenue generated per user over their lifecycle, segmented by acquisition channel and user cohort.
Return on Ad Spend (ROAS)
Revenue attributed to paid campaigns divided by total ad spend, measured by channel and campaign.
Conversion to Paid Services
Percentage of freemium users upgrading to paid auto insurance complements and services.
Tools & Stack
Your Team
Your Manager
CMO (Chief Marketing Officer)
Current Team
Cross-functional collaboration with Marketing, Product, and Data teams
New role to accelerate B2C growth and user acquisition
The Package
Salary
€55K-€75K base
Remote
On-site in Boulogne-Billancourt, Île-de-France, France
Benefits & Perks
Company Intelligence
Roole is France's #1 automotive club serving 1.5M members since 1982. They combine theft protection, insurance add-ons, free media, and mobile apps to simplify driving. The company is scaling aggressively toward 2M monthly active users by 2030 with strong dealership partnerships and a mission to democratize automotive services.
Founded
1982
Team Size
350
Customers
1.5M members, 150K monthly active app users, partnerships with 50%+ of French dealerships
Culture
Authentic, human-centered culture focused on revealing the best in each person. Great Place to Work certified.
Is This Role For You?
- You've grown B2C user bases at scale and obsess over CAC, LTV, and funnel optimization with real numbers to back it up
- You're comfortable running 10+ experiments simultaneously across SEO, SEM, ASO, paid social, and emerging channels—and killing underperformers ruthlessly
- You thrive on data: you can translate analytics into strategy and write briefs that move product and design teams to action
- You speak French or are fluent enough to collaborate with a Paris-based team and understand local automotive market dynamics
- You've shipped at least one product or feature from concept to scaled revenue impact
- You're a brand marketer who gets uncomfortable with spreadsheets, conversion rates, and cost-per-acquisition accountability
- You need full remote or hybrid flexibility—this role is 100% on-site in Boulogne-Billancourt
- You've never managed paid acquisition budgets or can't articulate your CAC/LTV thesis with confidence
- You're looking for a corporate, slow-moving environment; Roole moves fast and expects rapid experimentation and iteration
Interview Process
Screening call with recruiter
15-20 min overview of your growth experience and fit with Roole's scaling ambitions
Case study / Growth challenge
Present a growth strategy for one of Roole's apps or a recent acquisition case you've driven (prep time provided)
CMO interview
Deep dive on strategy, channels, metrics, and your approach to A/B testing and funnel optimization
Team collaboration interview
Working session with Product/Data leads to assess cross-functional collaboration style and problem-solving
Final conversation
Culture fit and logistics discussion; offer stage
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.