Key Responsibilities and Required Skills for Growth Manager

🎯 Role Definition

As our Growth Manager, you are the engine of our company's expansion. You won't just be running campaigns; you will be the architect of a sustainable, data-informed growth machine. This role requires you to own the entire customer funnel—from building top-of-funnel awareness and acquisition channels to driving activation, engagement, retention, and ultimately, revenue. Success in this position means being deeply curious, relentlessly analytical, and obsessed with turning user behavior insights into actionable, high-impact growth strategies. You will be a central hub of collaboration, partnering closely with our Product, Engineering, Data, and Sales teams to identify and pull the most critical growth levers for the business. If you thrive on experimentation and are driven by measurable results, we want you on our team.

📈 Career Progression

Typical Career Path

Entry Point From:

Digital Marketing Manager
Product Marketing Specialist
Senior Marketing Analyst
User Acquisition Specialist

Advancement To:

Head of Growth
Director of Marketing
Senior Growth Product Manager
VP of Growth

Lateral Moves:

Senior Product Manager
Marketing Analytics Manager
Lifecycle Marketing Manager

Core Responsibilities

Primary Functions

Develop and own the end-to-end strategy for user acquisition across a diverse portfolio of paid and organic channels, including SEM, paid social, content marketing, SEO, affiliate marketing, and strategic partnerships.
Design, execute, and meticulously analyze A/B and multivariate experiments across all stages of the customer journey—from landing pages and ad creatives to email campaigns and in-app messaging—to drive continuous optimization.
Own and manage the entire experimentation roadmap, from hypothesis generation and prioritization to post-mortem analysis and scaling successful initiatives across the organization.
Manage and optimize the performance marketing budget, ensuring the efficient allocation of resources to meet and exceed key performance indicators like CPA, LTV, and ROAS.
Analyze complex datasets to uncover deep insights into user behavior, identify key drop-off points in the funnel, and discover new opportunities for growth.
Lead the strategy and execution of lifecycle marketing programs (email, push, in-app) to improve user onboarding, activation, engagement, and resurrection.
Collaborate with the Product and Engineering teams to advocate for and implement features and product changes that remove friction and accelerate user growth.
Conduct regular, in-depth channel analysis and performance reporting, delivering actionable insights and clear recommendations to leadership and cross-functional stakeholders.
Identify, evaluate, and launch new, scalable marketing channels by running methodical, cost-effective tests and building business cases for further investment.
Spearhead conversion rate optimization (CRO) efforts across our website and core product funnels by analyzing user flows and implementing data-backed improvements.
Develop a deep understanding of our ideal customer profile and market landscape to ensure messaging and targeting are highly effective and resonant.
Partner with the content team to create a robust content marketing engine that drives organic traffic, generates qualified leads, and establishes thought leadership.
Implement and refine our marketing attribution model to gain a clearer understanding of how different channels and touchpoints contribute to conversions.
Monitor and analyze competitor marketing strategies to identify new trends, opportunities, and potential threats in the marketplace.
Champion a culture of rapid experimentation and data-driven decision-making throughout the entire marketing organization and beyond.
Work closely with the data science team to build predictive models for churn, lifetime value, and user segmentation.
Drive referral and viral growth by designing, testing, and optimizing incentive programs and sharing mechanics within the product.
Refine and segment our customer audiences to deliver highly personalized marketing campaigns that improve engagement and conversion rates.
Manage relationships with external agencies, vendors, and technology partners to maximize their contribution to our growth goals.
Own the health of our marketing automation and analytics technology stack, ensuring data integrity and effective integration between systems.
Stay at the forefront of growth marketing trends, tools, and best practices, consistently bringing fresh, innovative ideas to the team.

Secondary Functions

Support cross-functional teams with ad-hoc growth analysis, performance reporting, and deep-dive explorations into user behavior.
Contribute to the evolution of our marketing technology stack by identifying, evaluating, and implementing new tools for analytics, automation, and experimentation.
Collaborate closely with the Product and Engineering teams to translate growth-driven insights into new features and product optimizations.
Act as a key stakeholder in our agile marketing process, participating in sprint planning, retrospectives, and daily stand-ups to ensure alignment and rapid execution.

Required Skills & Competencies

Hard Skills (Technical)

Advanced A/B Testing: High proficiency with A/B and multivariate testing platforms (e.g., Optimizely, VWO, Google Optimize) and statistical concepts.
Product & Web Analytics: Deep expertise in analytics tools (e.g., Google Analytics, Mixpanel, Amplitude, Segment) to track and analyze user behavior.
Data Analysis & SQL: Strong SQL skills for querying complex datasets and performing in-depth funnel and cohort analysis.
Paid Channel Management: Hands-on experience managing and optimizing large-budget campaigns on platforms like Google Ads, Meta Ads, and LinkedIn Ads.
Marketing Automation: Proficiency with marketing automation and CRM platforms (e.g., HubSpot, Marketo, Braze) to build sophisticated lifecycle campaigns.
SEO & Content Strategy: Solid understanding of modern SEO principles and hands-on experience with tools like Ahrefs, SEMrush, or Moz.
Data Visualization: Experience with data visualization tools (e.g., Tableau, Looker, Power BI) to build and maintain insightful performance dashboards.
Conversion Rate Optimization (CRO): Proven ability to use qualitative and quantitative data to improve conversion rates across web and mobile funnels.
Product-Led Growth (PLG) Tactics: Familiarity with PLG principles, including optimizing user onboarding, free trials, and feature adoption funnels.
Project Management: Competence in using project management tools (e.g., Asana, Jira, Trello) to manage a complex experimentation roadmap.

Soft Skills

Data-Driven Mindset: An obsession with measurement and making decisions based on data, not assumptions.
Relentless Curiosity: The ability to ask "why" constantly and generate novel hypotheses to test.
Exceptional Communicator: Can clearly articulate complex strategies and results to diverse audiences, from engineers to executives.
Highly Collaborative: A natural team player who works effectively across departments to achieve shared objectives.
Strategic Thinker: Capable of seeing the big picture and connecting daily execution to long-term business goals.
Resilient & Adaptable: Thrives in a fast-paced, ambiguous environment and views failures as critical learning opportunities.
Ownership Mentality: Proactively takes responsibility for outcomes and is driven to deliver results with a sense of urgency.

Education & Experience

Educational Background

Minimum Education:

Bachelor's Degree or equivalent practical experience in a relevant field.

Preferred Education:

Master's Degree in a quantitative or business-related field (e.g., MBA, Statistics, Economics).

Relevant Fields of Study:

Marketing
Business Administration
Economics
Statistics
Computer Science

Experience Requirements

Typical Experience Range:

4-7 years of hands-on experience in growth marketing, digital marketing, or a related role with a proven track record of driving significant user and revenue growth.

Preferred:

Experience in a high-growth SaaS, B2C tech, or marketplace environment is highly desirable. A background in a product-led growth (PLG) company is a significant plus.