Creating User Roles is found under the Users tab.

Creates a customized user role based on a built-in role. Accessible only to administrator and distributor accounts.

Users - Create a User Role

Give the role a name and select the Main Role (i.e. built-in roles) the new role will derive. 

NOTE - You are unable to add privileges to a built-in role. For instance, if creating a manager with additional privileges, you must select the Business Owner role and remove privileges you wish to withhold. You cannot select a Manager Role and add additional privileges.

After a new role is created, it will now show in the drop-down when creating a user account.

Return to the Users tab next.