WHAT DOES A GROWTH MANAGER DO?
Published: May 14, 2025 - The Growth Manager oversees strategic planning, operations, and compliance while driving organizational goals and expanding impact. This role manages partnerships with diverse stakeholders, develops resource strategies, and ensures alignment across programs and teams. The manager monitors performance, reports outcomes, and fosters a supportive environment for continuous growth and meaningful results.
A Review of Professional Skills and Functions for Growth Manager
1. Growth Manager Duties
- Cross-Functional Collaboration: Actively partner with product, sales, data science and other marketing stakeholders to identify and test new sources of growth across Venmo to drive topline user growth metric
- Product Roadmapping: Own and lead the product roadmap for the growth engineering team including developing specs, making decisions across features and prioritizing the opportunities list
- Strategic Planning: Drive cross-functional planning and execution across a variety of products and stakeholder teams involved with Venmo
- Experimentation Strategy: Lead ideation, strategy and creation of the experimentation roadmap, coming up and seeking ideas with the greatest odds to “raise the ceiling”
- Backlog Prioritization: Help drive backlog prioritization, working with growth analytics to size/model the highest potential ideas
- Channel Promotion: Partner closely with Lifecycle and Paid media teams to promote growth initiatives across the most effective channels
- User Experience Optimization: Strive for optimal user experiences across product and marketing-driven initiatives
- Compliance Coordination: Work closely with Risk, Legal and Compliance to build programs that are scalable and effective
- Ownership Mindset: Be a complete owner of numbers and experiences, do what it takes to get to the number, while being a partner for any problems or issues that arise
- Testing Strategy: Write the experiment brief and testing plan, ensuring reliable tracking/instrumentation across the funnel
- Experiment Vetting: Develop optimal experiment vetting idea and against end-to-end customer experience, and working with the embedded creative team to develop elevated creative / copy execution
- Real-Time Optimization: Actively monitor and seek learning immediately post-launch to improve results in-flight
- Post-Launch Analysis: Drive rigorous learning and insights post-launch
- Product Auditing: Audit every aspect of the product and identify opportunities for enhancements
- Funnel Review: Work closely with lifecycle and paid media to review funnel, audience, messaging, etc, reflecting insights into the next experiment for marketing
- Growth Scaling: Seek to innovate and scale what has been proven as fast as possible to achieve maximum impact
- Agile Execution: Embody agile ways of working from planning through execution and learning - ceremonies and artifacts
2. Growth Manager Details
- Budget Ownership: Own budget for all paid performance marketing initiatives from Facebook to TV across Nurx properties (site and apps)
- Acquisition Planning: Drive overall blended acquisition plan including non-paid channels like partners and SEO
- CPA Optimization: Drive cost per acquisition goals for patient signups across multiple service lines
- Media Strategy: Plan media strategy for new service line launches (already launched 1 new service line in 2020, more to come)
- Cross-Functional Collaboration: Work cross-functionally with the brand for brand initiatives via media buys, product/engineering for in-app growth opportunities, finance for goals/forecasting, and the data team for insights
- Conversion Optimization: Work in tandem with the product growth team to drive impactful conversion optimizations throughout the user journey
- Forecast Management: Build budget and acquisition forecasts across service lines to support company goals
- Testing Methodology: Own rigorous testing methodology and ideation for creative, new channels, new placements, and other factors to drive growth
- Creative Management: Manage in-house creative resources and external agencies to deliver high-converting creative at a massive scale
- Team Development: Nurture, manage, and grow the team’s capabilities (opportunity to grow a team)
- Tool Implementation: Discover, onboard, and implement external reporting tools to drive growth
- Journey Optimization: Understand the patient journey across channels and optimize based on incrementality and attribution
- Growth Reporting: Own company growth metrics and communication of progress to the company and key stakeholders
- A/B Testing: Work with the site team to build out an A/B testing plan to support growth
- Growth Advocacy: Be an advocate for growth improvements across the entire company, finding and bringing visibility to opportunities anywhere in the funnel
3. Growth Manager Responsibilities
- Audience Analysis: Understanding respective target segments (demographically, psychographically), by leveraging the existing sales and management team’s feedback and incorporating the Founder's vision for the brand
- A/B Testing: Conduct A/B testing of messaging and content
- Trend Monitoring: Keeping a finger on the pulse of industry trends and competitive happenings to inform content development and user experience, and properly position future offerings
- Campaign Ownership: Owning the development and distribution of all communication (internal and external) in organic, corporate channels and promoted placements, by working across the organization to create demand-generation campaigns
- Sales Enablement: Enabling the sales organization through the development of collateral to be used for existing and prospective customer meetings
- Event Management: Managing SightX’s presence at industry conferences and other select events
- Performance Tracking: Track the success of the above efforts, leveraging tools such as Google Analytics, HubSpot, Google AdWords, etc.
- Growth Strategy: Ownership over the growth marketing strategy covering major digital channels
- Data-Driven Planning: Adopting a data-driven, audience-first approach to activity-audience insight, activity planning, assessment of the P&L, analytics, and an ROI model
- Marketing Reporting: Regular reporting on the performance of marketing channels to inspire future activity
- Paid Media Scaling: Set up, launch, optimize and efficiently scale paid media campaigns
- Channel Experimentation: Explore, test, and scale new digital channels at the earliest opportunity
4. Growth Manager Job Summary
- Client Management: Own client relationships and success with a focus on engagement, retention, and partner growth
- Funnel Optimization: Oversee and improve client integrations and funnels over time
- Success Measurement: Build a relationship with the client and set up a way to measure each client’s success
- Client Reporting: Document and report on the client’s success
- Deal Structuring: Work with sales to ensure the pricing and deal structure make sense and improve their pricing and deal structure over time
- Compliance Assurance: Ensure each client is following legal and compliance protocols
- Experimentation Support: Work with the solutions engineer, the eng team, and the product team to create experiments, proofs of concept, and prototypes
- Integration Collateral: Work with the product marketer to create collateral for easier integration
- Insight Sharing: Create reports and document findings to communicate those to other teams
- Proposition Design: Supporting the Growth Team with proposition design and collaborating with the Sales Team on proposals (routes, timetable, pricing)
- Customer Success: Supporting the client's ‘Customer success’, making sure agreed targets are being hit, the client is receiving the best possible service and achieving value for money from their Zeelo service
- Service Delivery: Close collaboration with the Operations Team to deliver high-quality and flexible services for the client
- Product Advisory: Advise the Product/Engineering team on product challenges to help find solutions for B2B clients and their riders
- Growth Reporting: Support the Growth Manager with reporting to provide visibility and enable decision making on service optimizations and opportunities for growth
5. Growth Manager Accountabilities
- Marketing Operations: Manage day-to-day operation and optimization of the brand’s direct-response marketing program across paid social, retargeting, affiliate, and influencer marketing
- Funnel Optimization: Design, analyze, automate and optimize user acquisition, activation and retention funnels
- Channel Growth: Optimize existing channel growth
- Performance Insights: Produce analysis, insights and visibility on performance
- Business Modeling: Build various overarching models that ensure running a tight business (LTV and CAC)
- DTC Innovation: Innovate to drive cross-functional initiatives that improve the DTC experience
- KPI Solutions: Recommend solutions to hit marketing KPIs
- Campaign Execution: Implement digital marketing campaigns across a broad range of marketing channels (SEO, SEM, Google Ads, Facebook Ads, Email, Mobile, Display) and identify areas for growth
- End-to-End Campaigns: Run marketing campaigns and other growth initiatives end-to-end
- Experiment Design: Design experiments, develop campaign strategy, and drive execution of the campaign through to completion
- Tactic Optimization: Test and optimize marketing tactics for app customer acquisition and conversion rate optimization
- App Marketing: Develop and lead app user acquisition and retention programs, integrated marketing campaigns, and digital channels optimization
- Campaign Management: Manage and maintain Kung Fu Tea App campaigns
- ROI Measurement: Partner with a data analyst to measure the impact of each campaign’s ROI and KPI, and develop ways to scale
- User Segmentation: Analyze mobile app users’ demographics and segment users based on marketing campaign goals
- Retention Strategy: Dive deep into app user data, campaign performance data and propose app campaigns that help with user retention and loyalty
- Tracking Setup: Set up conversion, pixel, and event tracking on the website and across various digital platforms
- Trend Awareness: Keep abreast with the latest trends and changes in UI/UX and digital marketing
6. Growth Manager Functions
- Credit Risk Analysis: Identifying and pursuing opportunities to help clients use unique data and analysis to predict consumer credit risk
- Strategic Opportunity Mapping: Identify strategic opportunities within the existing client base by structuring problems, developing hypotheses, conducting analyses, and translating insights into products and services
- Client Relationship Management: Manage relationships with senior client stakeholders to develop a strong technical understanding of how lenders assess credit risk and how Credit Kudos fits into these decisions
- Industry Insight: Understand key industry and customer trends and provide insights to the organization
- Data Synthesis: Identify patterns and synthesize disparate data to explain problems and propose recommendations
- Executive Strategy Support: Work directly with the CEO and COO to provide strategic, data-backed product and business recommendations to inform company-level decisions
- Customer Feedback Loop: Work cross-functionally across departments to escalate customer needs, communicate challenges, and provide key feedback
- Product Collaboration: Work closely with the product and engineering teams to ensure ideas and suggestions are translated into software products clients love
- Project Management: Manage projects on a day-to-day basis with multi-functional and multi-regional scope
- Portfolio Management: Support multiple growth, development, and implementation projects, including tracking status and producing stakeholder communications
- Trend Analysis: Analyze operating, forecast, and market information for competitive insights and strategic implications
- Analytical Tool Development: Develop and utilize analytical tools to highlight concerns and provide actionable recommendations
- Presentation Preparation: Summarize and prepare data for use in presentations to senior leaders
- Growth Opportunity Identification: Proactively identify and instigate potential new growth opportunities, implementing structures and processes to deliver them
- Leadership Communication: Support the development of materials and presentations for meetings with senior leadership, the board, or ownership
7. Growth Manager Job Description
- Strategic Leadership: Responsible for achieving all the day-to-day operational and long-term strategic goals, managing partnerships with collaborators, donors, private and government agencies
- Organizational Growth: Continuously strive to grow NLA’s footprint and accelerate results
- Independent Oversight: Lead the NLA independently, overseeing all the key components including leadership courses and training, research, capacity building, and administrative tasks and issues
- Operational Compliance: Oversee all the operations and ensure compliance with legal and regulatory requirements
- Stakeholder Partnerships: Build and strengthen partnerships with local, national and international stakeholders (e.g. government, private companies, banks, universities, local communities, venture funds, CSOs and international development partners)
- Board Engagement: Liaise with the NLA board and board members on a continued basis and follow their directions, provide overall guidance to the organization in achieving target results
- Strategic Planning: Create a strategy and an operation plan for the entire NLA portfolio together with team members
- Performance Evaluation: Monitor and evaluate the performance of project activities and organization objectives, and report results to the Board, development partners, and the general public
- Resource Planning: Define resource needs, develop budget plans, and secure funds, including writing proposals
- Entity Coordination: Liaise with other Daayitwa Abhiyaan entities, including Daayitwa, Governance Lab, and Daayitwa
- Team Development: Foster a productive environment for team members to learn, grow and create meaningful impact through program interventions
- Staff Management: Ensure all staff issues are addressed properly, efficiently and judiciously, and keep track of progress until resolved