If you are considering a career as a Growth Marketing Manager or looking to hire a candidate for this role, this comprehensive guide will provide you with the essential information you need.
We cover everything from the key responsibilities of a Growth Marketing Manager, the required skills, salary expectations and what employers are looking for today.
If you’re an employer looking to recruit a Growth Marketing Manager, please see our marketing recruitment page or contact us today.
What is a Growth Marketing Manager?
A Growth Marketing Manager is a professional responsible for driving rapid and sustainable expansion for a company through innovative marketing strategies and data-driven methodologies. They specialise in identifying and capitalising on opportunities to increase customer acquisition, retention, and revenue growth.
By analysing data and conducting experiments, Growth Marketing Managers optimise conversion funnels, maximise the effectiveness of marketing channels, and continuously refine strategies to achieve specific growth targets. Collaboration with cross-functional teams and a focus on aligning initiatives with overarching business objectives are also integral aspects of their role.
Overall, a Growth Marketing Manager plays an important role in planning and executing strategies that drive scalable growth for a business.
What does a Growth Marketing Manager do?
- Develop and implement targeted acquisition strategies across digital channels like social media, search engine marketing, and display advertising.
- Analyse user behaviour data to identify opportunities for improving conversion rates and optimising customer acquisition funnels.
- Conduct rigorous A/B testing and experimentation to refine messaging, offers, and landing page designs for maximum effectiveness.
- Optimise email marketing campaigns to drive engagement, increase open and click-through rates, and ultimately boost revenue.
- Utilise advanced analytics tools to track key performance metrics, such as customer lifetime value and return on ad spend, and make data-driven decisions.
- Collaborate closely with product teams to integrate growth strategies into product development cycles and drive user activation and retention.
- Implement referral programs and loyalty initiatives to incentivise existing customers to refer new users and increase customer lifetime value.
- Stay abreast of emerging marketing technologies and trends, and assess their potential impact on growth strategies and tactics.
- Develop and execute strategies for re-engaging inactive or churned users to win them back and increase overall customer retention.
- Lead cross-functional teams and provide strategic guidance to junior marketers, ensuring alignment with growth objectives and fostering professional development within the team.
Growth Marketing Manager v Marketing Manager
Marketing Managers typically oversee a broad spectrum of marketing activities encompassing branding, advertising, market research, and public relations. Their focus extends beyond immediate revenue growth to encompass building brand identity, customer loyalty, and market positioning. They often work within predefined budgets and timelines, leveraging traditional marketing tactics and channels. Marketing Managers tend to think about long-term brand equity and awareness, crafting campaigns that resonate with target audiences and contribute to overall brand perception.
In contrast, Growth Marketing Managers specialise in driving rapid and scalable expansion by leveraging data-driven experimentation and optimisation techniques. Their primary objective is to achieve specific growth targets, such as user acquisition, retention, and revenue growth, through a relentless focus on performance metrics and conversion. Growth Marketing Managers excel in implementing agile marketing strategies, constantly testing and iterating to identify high-impact tactics and channels. They tend to think about short-term, measurable results and employ a diverse array of digital marketing tools and techniques, often collaborating closely with product and engineering teams to integrate growth strategies into product development cycles.
Growth Marketing Manager salary
A Growth Marketing Manager salary of £50,000 to £70,000 would be expected in the recruitment market today.
A Growth Marketing Manager should also consider the following when thinking about salary:
Growth potential: Candidates should also evaluate the growth potential within the company. A lower starting salary may be justified if there are opportunities for advancement and career growth, leading to higher earning potential in the future.
Market demand: Growth Marketing is a rapidly evolving field, and demand for skilled professionals may impact salary expectations. Candidates should stay informed about current trends and job market dynamics to assess their value in the industry.
Growth Marketing Manager job description
Read a recently placed Growth Marketing Manager job description.
What Vice President of Growth skills are in demand?
Data analysis
Proficiency in data analysis tools like Google Analytics, Mixpanel, or Adobe Analytics is crucial for interpreting user behaviour data, identifying patterns, and making data-driven decisions to improve marketing strategies.
Experimentation and A/B testing
Strong understanding of experimental design and A/B testing methodologies is essential for continuously testing hypotheses, refining strategies, and improving conversion rates across marketing channels.
SEO and SEM
In-depth knowledge of SEO and search engine marketing (SEM) techniques is necessary for maximising visibility and driving targeted traffic to websites or landing pages through organic and paid search channels.
Conversion Rate Optimisation (CRO)
Expertise in CRO principles and tools such as Optimizely or Unbounce is vital for optimising website and landing page designs, improving user experience, and increasing conversion rates.
Email Marketing automation
Proficiency in email marketing automation platforms like Mailchimp, HubSpot, or Klaviyo is essential for designing and executing targeted email campaigns, segmenting audiences, and nurturing leads throughout the customer journey.
Performance marketing
Familiarity with performance marketing channels such as affiliate marketing, influencer marketing, and paid social advertising is necessary for efficiently allocating marketing budgets and driving measurable results.
Product analytics
Understanding of product analytics tools like Amplitude or Mixpanel is important for tracking user engagement, identifying product usage patterns, and collaborating with product teams to drive user activation and retention.
Growth hacking techniques
Knowledge of growth hacking tactics such as viral marketing, referral programs, and gamification strategies is valuable for achieving rapid and scalable growth through innovative marketing experiments.
Marketing automation platforms
Proficiency in marketing automation platforms like Marketo, Pardot, or HubSpot is crucial for streamlining marketing workflows, nurturing leads, and orchestrating multi-channel marketing campaigns.
Technical skills
Basic proficiency in HTML, CSS, and JavaScript can be beneficial for implementing tracking codes, making website changes, and collaborating effectively with engineering teams on technical projects.
Head of Growth: what are employers looking for?
Experience and track record: Employers typically seek candidates with 3-5 years of experience in growth marketing roles, with a proven track record of driving significant growth. Demonstrated ability might include examples such as increasing conversion rates by 20%, growing user base by 50%, or improving ROI on marketing spend by 30%.
Analytical proficiency: Candidates should showcase strong analytical skills, including the ability to interpret complex data sets and derive actionable insights. Metrics employers might look for include proficiency in data analysis tools, experience with A/B testing methodologies, and a track record of making data-driven decisions that positively impact key performance indicators (KPIs) such as customer acquisition cost (CAC) and customer lifetime value (CLV).
Technical skills: Employers may seek candidates with proficiency in digital marketing tools and platforms such as Google Analytics, as well as basic technical skills like HTML, CSS, and JavaScript. Demonstrating hands-on experience with implementing tracking codes, setting up conversion funnels, and conducting website optimisations would be beneficial.
Strategic thinking: To assess strategic thinking abilities, employers might look for candidates who can articulate a clear vision for long-term growth, backed by a solid understanding of market trends and competitive dynamics. Candidates should be able to demonstrate experience developing and executing comprehensive growth strategies that align with overall business objectives. Examples might include launching new product features to drive user engagement, entering new markets to expand customer base, or developing partnerships to enhance brand visibility and reach.
Results-oriented: Employers seek candidates who are driven by achieving measurable outcomes and can provide concrete examples of past successes. Metrics such as increases in conversion rates, improvements in customer acquisition costs, and revenue growth attributable to specific marketing initiatives would be indicators of a results-oriented approach.
Communication and collaboration: Effective communication and collaboration skills are still crucial for working cross-functionally with teams such as product, engineering, and analytics to execute growth initiatives successfully. Employers may assess these skills through behavioural interview questions or by evaluating past experiences working in collaborative environments.
Employers: what can you expect from a Head of Growth?
- Increased user acquisition: Expect a measurable rise in new users or customers, achieving a 20% increase in monthly user acquisition.
- Improved conversion rates: Improvement of conversion funnels, resulting in a 15% increase in website conversion rates or a 25% improvement in email click-through rates.
- Enhanced customer retention: Anticipate strategies leading to increased loyalty and lifetime value, achieving a 10% decrease in churn rate or a 30% increase in repeat purchase frequency.
- Higher revenue growth: Aim for measurable increases in revenue, such as a 25% boost in average order value.
- Optimal marketing ROI: Seek improvements in metrics like a 20% reduction in customer acquisition costs (CAC) or a 10% increase in marketing-generated revenue.
- Customer Lifetime Value (CLV): Target a 15% increase in CLV by implementing strategies to encourage repeat purchases, upsells, and referrals, resulting in a higher overall revenue per customer.
- Customer Acquisition Cost (CAC): Strive for a 15% reduction in CAC, ensuring that the cost associated with acquiring new customers decreases while maintaining or increasing customer quality.
- Churn rate: Work towards reducing churn rate by 20%, retaining more customers and increasing long-term revenue stability.
- Activation rate: Aim for a 20% increase in activation rates, ensuring that a higher percentage of users derive value from the product or service, leading to improved engagement and retention.
- Virality coefficient: Target a 10% increase in the virality coefficient, encouraging more existing customers to refer new customers, resulting in exponential growth and reduced acquisition costs.
- Customer engagement metrics: Focus on improving engagement metrics by 20%, increasing average session duration, pages per session, and app opens per day through personalised experiences and relevant content.
- Net Promoter Score (NPS): Aim for a 15% increase in NPS, indicating higher levels of customer satisfaction and loyalty, leading to increased referrals and positive word-of-mouth marketing.
- Lead-to-Customer conversion rate: Target a 20% increase in lead-to-customer conversion rates, optimising the conversion process and generating more revenue from existing leads.
- Time to conversion: Work towards reducing time to conversion by 20%, streamlining processes and providing timely support and information to move prospects through the sales or conversion funnel more efficiently.
Other Growth roles we recruit for
Growth Marketing Manager FAQs
- What is a Growth Marketing Manager?
- A Growth Marketing Manager is responsible for devising and implementing strategies aimed at accelerating customer acquisition, retention, and revenue growth for a company. To do this, a Growth Marketing Manager needs to use a combination of skills including marketing, data analysis, and experimentation techniques to identify opportunities for growth and improve conversion funnels.
- What is the difference between a Growth Marketing Manager and a Marketing Manager?
- A Marketing Manager oversees diverse marketing activities like branding and advertising, focusing on traditional tactics within predefined budgets. In contrast, a Growth Marketing Manager specialises in driving rapid and sustainable growth through data-driven experimentation and optimisation. They concentrate on achieving specific growth targets such as user acquisition and revenue increase, employing a highly analytical approach with continuous testing and refinement of strategies.
- What is the role of Growth Manager?
- A Growth Manager drives company expansion through innovative strategies and data-driven methods. They focus on accelerating customer acquisition, retention, and revenue growth by analysing metrics, optimising conversion funnels, and testing strategies. Ultimately, Growth Managers blend creativity with analytics to drive sustainable growth for the business.
- What is the role of a growth marketer?
- The growth marketer's role is to create strategies to drive business growth. To do this, their role requires them to understand and respond to market trends and and consumer behaviour analysis to discover untapped growth opportunities. A growth marketer should excel in crafting personalised customer experiences, in order to improve acquisition and retention rates.
- What is the salary of a Growth Marketing Manager?
- A Growth Marketing Manager could expect a salary of between £50,000 and £60,000.
- Is Growth Marketing a good career?
- Yes, Growth Marketing can be a highly rewarding and fulfilling career for individuals with a passion for innovation, data-driven decision-making, and continuous learning. It offers opportunities for creativity and strategic thinking while also providing tangible results through measurable outcomes such as increased customer acquisition, retention, and revenue growth.
