Whether you’re running a business, or you’re invested in the marketing world, you might have heard the term “growth marketing manager” being used a lot lately. As the demand for agile, innovative promotional strategies increases in today’s competitive world, specialists capable of leveraging the benefits of growth marketing are becoming more valuable.
Where traditional marketing techniques often involve using the same tried-and-tested methods repeatedly to attract leads such as cold emailing AdWords campaigns, growth marketing strategies focus on experimentation. With growth marketing, companies look for ways to accelerate their lead-generation techniques by constantly testing different methods and channels.
Who is a Growth Marketer?
A growth marketer, or growth marketing manager is an individual responsible for overseeing, optimizing, and implementing growth marketing techniques. Growth marketers develop experimental strategies for promotion, designed to engage customers at every stage of the purchasing funnel.
While traditional marketing managers focus primarily on creating demand and top-of-funnel awareness, growth marketing managers look at the entire customer experience, and try to add value at every step. They collaborate with a range of content creators, developers, and designers to explore unique ways of converting and attracting leads.
Growth marketers often have all of the skills and capabilities you’d expect from a traditional marketing professional, but they’re also trained in the agile techniques of growth marketing.
Key Growth Marketer Skills
As mentioned above, growth marketers usually have many of the skills you’d expect to see from a standard marketer. They’re experts at collaboration and communication, creative enough to come up with new ideas and content for campaigns, and well-versed in using a variety of marketing tools.
However, growth marketers are also heavily data-driven and analytical. They’re constantly testing new techniques and methodologies to reach their goals. Some of the core skills a growth marketing manager will usually have include:
- Analytics and reporting: Growth marketing managers need to be able to run promotional tests, and use the data they collect to make decisions about future advertising strategies.
- Conversion rate optimization: A growth marketer should know how to optimize conversion rates by consistently improving and enhancing their marketing strategies.
- People skills: Growth marketers are collaborative; they need to be able to work cohesively with a wide range of professionals from different environments.
- Strategy and planning: Growth marketing managers work closely with the CMO. They come up with strategies for marketing based on their analytical discoveries.
- Promotional skills: Growth marketing managers should know how to use marketing tools effectively. This could include working with email, social media, and CMS systems.
- Customer skills: Many growth marketing managers develop a strong understanding of their target audience, and may even take part in account-based marketing strategies.
Growth Marketer Job Responsibilities
Because growth marketing is still a relatively versatile concept in the promotional world, the responsibilities of a growth marketer can vary. Most growth marketing managers are responsible for not only creating promotional campaigns but guiding and overseeing teams too. They should help teams to generate leads and conversions, and strengthen marketing results.
Common responsibilities of a growth marketing manager may include:
- Developing, implementing, and overseeing growth marketing campaigns, focusing on concepts like social media, paid to advertise, and content marketing.
- Unifying marketing teams: Collaborating with a range of marketing professionals to achieve specific goals and business outcomes.
- Creating marketing content and branding assets, aimed at increasing brand awareness, engaging with existing audiences, and increasing leads.
- Leveraging analytical tools such as Google Analytics and Google trends during market research to find new ways of boosting company marketing efforts.
- Creating insightful reports based on marketing campaigns to assist the business in making better decisions about future promotions.
- Ensuring the company blog, website, and social media accounts are continuously updated based on analytics and insights.
- Compiling performance reports to provide executive leadership with information on marketing initiatives and strategies.
Growth Marketer Job Salary
The amount of money a Growth Marketing Manager or Growth Marketer can make will depend on their level of expertise, responsibilities, and background. The average salary for a growth marketer according to Salary.com is around $87,799 per year. However, the salary can range between $70,444 and $102,752 depending on various factors.
Growth Marketer Job Description Summary
A growth marketing manager is a talented promotional expert capable of taking the lead on growth marketing strategies. They’ll be responsible for running experiments across the funnel, improving conversion rates and lead opportunities, and collaborating with specialists on new initiatives.
For companies looking to rapidly increase their performance in the promotional landscape, growth marketing managers can be a fantastic source of support, expertise, and guidance.
