| Detail | For this role |
|---|---|
| Department | Marketing |
| Level | Manager |
| Reports to | Head of Growth |
| Direct reports | Growth Marketing Executive |
| Experience | 3 to 6 years in growth, product analytics, performance marketing or product management |
Growth Manager job description template
Copy this job description, replace the text in square brackets and post it on your careers page or a job portal.
Job title: Growth Manager
Department: Marketing
Reports to: Head of Growth
Location: [City], [office, branch or site]
About the role
A Growth Manager owns one stage of the customer funnel, such as acquisition through referrals, activation of new users or reactivation of lapsed ones, and moves its numbers through fast experiments. They work inside a startup or digital business alongside product managers, engineers, designers and analysts, and are expected to run tests every week rather than one big campaign a quarter. A growth manager usually reports to the head of growth and may guide one or two executives.
Key responsibilities
- Own the target for one funnel stage, such as install to sign-up, sign-up to first order, or first order to second order.
- Study funnel reports, session recordings and user feedback to find exactly where users drop off in that stage.
- Write experiment briefs with a hypothesis, target metric, sample size and run time, and get them into the product sprint.
- Launch tests on onboarding screens, offers, notification timing, referral rewards or landing pages with design and engineering.
- Read results with the analyst, decide to ship, iterate or drop each test, and write a short note on the decision.
- Run the referral or reward program for the stage, including budgets, reward rules and fraud checks with the risk team.
- Coordinate push, email and WhatsApp nudges with the CRM team so that users never receive conflicting messages.
- Track weekly cohort numbers for the stage and explain any sudden change to the head of growth.
- Keep a shared log of past experiments so other teams can reuse what was learnt.
- Guide growth marketing executives on test setup, event tracking and reporting.
Requirements
- Bachelor's degree in engineering, commerce, economics or statistics
- An MBA is an advantage but not required
- Online courses in growth or product analytics are an advantage
- 3 to 6 years in growth, product analytics, performance marketing or product management
KRAs and KPIs for a Growth Manager
Key result areas for the appraisal form, each with a KPI you can measure every month or quarter.
| Key result area | How to measure it |
|---|---|
| Stage conversion | Conversion rate for the owned funnel stage improved by the agreed points each quarter |
| Experiment throughput | At least 4 experiments launched and concluded every month |
| Experiment quality | Every experiment has a written hypothesis, a sample size check and a decision note |
| Incentive efficiency | Reward or discount cost per converted user within the budget set for the stage |
| Fraud control | Fraudulent referrals below the agreed limit, with abusing accounts blocked within 48 hours |
Skills and tools
Tools used day to day: Mixpanel, Amplitude or CleverTap, VWO or Firebase A/B Testing, SQL with Metabase, Google Sheets, Jira, Figma for reviewing designs.
Reporting line and career path
Next roles: Head of Growth, Product Manager, Performance Marketing Manager
Interview questions for a Growth Manager
- Our sign-up to first order conversion is stuck. Walk me through your first two weeks on it.
- How do you work out the sample size and run time for an A/B test?
- An experiment lifts orders but lowers average order value. Do you ship it?
- How would you design a referral reward that is hard to abuse?
- Tell me about an experiment that failed and what it taught you.
- How do you get a test into a sprint when the engineers have other priorities?
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What does a growth manager do?
A growth manager owns the conversion numbers for one part of the customer funnel and improves them through experiments. They find drop-offs in the data, write test briefs, launch tests on screens, offers, messages and referrals with product and design, read the results and scale what works.
What is the difference between a growth manager and a marketing manager?
A marketing manager mostly runs campaigns and channels to bring in demand. A growth manager works on a funnel metric end to end and changes product screens, onboarding, offers and messages as well as campaigns. Growth managers run many small experiments rather than a few large campaigns.
Do growth managers need to know coding?
Coding is not essential, but SQL is very useful because growth managers pull and check their own numbers. Reading basic HTML and understanding how events are tracked in an app also helps when working with engineers on experiments.