WHAT DOES A GROWTH MARKETER DO?

Published: Jul 22, 2025 - The Growth Marketer drives marketing growth initiatives across multiple markets, including planning, launching, and optimizing inbound and outbound campaigns. This role involves end-to-end funnel setup and management using tools like Hubspot, Salesforce, and Unbounce, as well as ensuring accurate data synchronization between marketing systems and the website. The marketer also works closely with marketing and content teams to design and execute A/B tests, automate outreach efforts, and generate actionable insights through robust tracking and reporting.

A Review of Professional Skills and Functions for Growth Marketer

1. Growth Marketer Key Accountabilities

  • Strategic Planning: Create and execute on innovative, strategic growth plans for developer customer segments.
  • Product Adoption: Drive engagement and adoption for Open ATB and other products across a technically-focused user portfolio.
  • Community Engagement: Establish, maintain, and scale engagement across Developer Community segments.
  • Cross-functional Collaboration: Partner with a cross-functional team to systematically accelerate the product’s user journey.
  • Playbook Development: Create and evolve the playbooks and best practices for how Growth Marketing is leveraged and measured in the early-stage releases to achieve growth.
  • Engagement Analysis: Assess opportunities for enhanced engagement and recommend A-B marketing testing.
  • Channel Experimentation: Experiment with a variety of organic and paid acquisition channels with the strategic marketing team (content, campaigns, social, etc).
  • Budget Management: Prepare and monitor growth-marketing budget with the leader on a monthly, quarterly, and annual basis.
  • Performance Reporting: Analyze and report on key performance data and metrics to assess against product goals.
  • Process Automation: Recommend functional automations to optimize an efficient growth-marketing process.
  • Framework Implementation: Work with standing up tools, processes, and frameworks to drive execution.

2. Growth Marketer General Responsibilities

  • Marketing Analysis: Uncover and holistically understand a company’s existing scalable marketing experiments, including campaigns on Google, Facebook, YouTube, and other channels
  • Funnel Optimization: Map and improve conversion funnels for clients
  • Client Shadowing: Shadow John and Ellen on three existing clients to learn more about the company’s growth marketing process
  • Strategy Development: Assist in setting a growth marketing strategy for 2 clients
  • Channel Training: Complete SEO, Facebook, Google, and CRO courses with the team to learn the process for each channel
  • Client Management: Manage three clients as the primary growth marketing lead, meeting with them weekly
  • Campaign Execution: Execute campaigns regularly
  • Content Contribution: Contribute to the company blog and on social channels
  • Strategic Collaboration: Meet weekly with channel experts at the company to develop specific strategies for each of the clients
  • Client Leadership: Manage five clients as the primary growth marketing lead, meeting with them weekly
  • Process Improvement: Make process improvements to the company’s client onboarding flow

3. Growth Marketer Role Purpose

  • Demand Strategy: Demand generation strategy, media mix, budget, and agency selection
  • Campaign Management: Run campaigns across search and social, including buying and optimizing the media, building creative, and tracking and reporting KPIs
  • Direct Mail Execution: Direct mail strategy and execution
  • Creative Management: Manage creative development and execution
  • Co-marketing Execution: Partner with channel partners to execute co-marketing campaigns
  • CRM Strategy: Responsible for CRM strategy and execution, including email demand generation, lead nurturing, as well as customer/consumer onboarding and loyalty programs
  • Martech Development: Build out capabilities in the martech stack
  • Customer Insights: Learn about different customers and their needs to drive better creative and feed into the company's product.

4. Growth Marketer Essential Functions

  • Growth Strategy: Design and implement growth strategies for startups using all known marketing channels, focusing on performance marketing
  • Customer Feedback: Obtain customer feedback through online and offline surveys
  • A/B Testing: Setup and monitoring of A/B tests through different channels
  • Journey Mapping: Build development of customer journeys and requirements for the product development
  • UX Collaboration: Collaborate with the product team in regards to the optimal user experience
  • Channel Optimization: Optimize the different marketing channels to improve conversion rates and acquisition costs, in addition to the acquisition of higher-quality traffic
  • Data Analysis: Conduct data collection and analysis to identify patterns, trends, and user behavior
  • Channel Discovery: Find the channels that work for acquisition (Paid social, PPC, SEO, affiliates, etc.)

5. Growth Marketer Additional Details

  • Dashboard Development: Build or improve pre-existing performance dashboards and growth models for FOS email newsletters
  • Campaign Deployment: Craft and deploy acquisition campaigns across paid and organic channels
  • Effort Evaluation: Evaluate acquisition and retention efforts through quantitative AND qualitative efforts, including surveys
  • Funnel Design: Design customer journeys and marketing funnels to drive engagement and further adoption of FOS product offerings
  • Growth Reporting: Maintain a cadence of reporting on growth and retention efforts across editorial, business, and leadership units
  • Subscriber Growth: Focus on subscriber growth efforts for FOS newsletters and membership products
  • User Acquisition: Work closely with the Head of Strategy and Audience to launch user acquisition campaigns, optimize retention and re-engagement efforts, and create growth forecasts and models
  • Insight Enablement: Help set up a data and insight-driven company
  • Hypothesis Testing: Create hypotheses, test, and statistically evaluate results to drive learning

6. Growth Marketer Roles

  • Growth Marketing: Responsible for all the marketing growth activities for the new platform across markets
  • Experimentation Planning: Establish a testing plan and set up and run experiments from scratch
  • Funnel Management: Setup and administration of the inbound marketing funnel (Hubspot, Unbounce, Salesforce), tracking, reporting, as well as automated outreach campaigns (emailing, social media)
  • CRM Administration: Manage and administer Hubspot Sales, Salesforce Sales, CRM, and Marketing Hubs
  • Inbound Campaigns: Develop and execute inbound marketing campaigns
  • Outbound Campaigns: Set up and manage outbound campaigns
  • Tool Integration: Be responsible for the proper sync of all the marketing tools with the website, so the company can gather relevant data and act on it
  • Funnel Optimization: Work very closely with marketing and content teams to properly build, track, report, and optimize the different funnels

7. Growth Marketer Tasks

  • App Marketing: Lead the marketing of the members’ proposition, of which the app is the core component
  • Digital Campaigns: Spans all aspects of digital marketing, including campaign ideation, message development, and media buying/optimization
  • User Acquisition: Monitor creatively driving app downloads to grow the active member base
  • Channel Exploration: Explore working across a variety of channels, from media to partnerships to owned assets
  • Finance Passion: Share the passion for personal finance and helping Aussies make the most of their money
  • Growth Strategy: Develop and execute marketing strategies to drive growth in app installs and awareness of the Finder app
  • Membership Growth: Grow an active membership base and hit member revenue targets
  • Campaign Optimization: Conduct paid marketing campaign optimization and management
  • Opportunity Testing: Evaluate and test new growth opportunities

8. Growth Marketer Overview

  • Relationship Marketing: Develop an overall Relationship Marketing strategy, including launch, test, and optimize campaigns and programs across the customer lifecycle and within multiple channels, including email, push notifications, and in-app messages
  • Experimentation Culture: Develop a strong culture of rapid experimentation, measurement, and iteration
  • Campaign Analysis: Monitor and analyze campaign results across all channels to understand the effectiveness of strategies and tactics for improving key engagement and retention metrics
  • Performance Reporting: Provide a regular cadence of reporting with insights and recommendations on how to adjust customer interactions and inform product initiatives to improve key performance metrics
  • Customer Insights: Execute customer listening sessions (calls), insight collection (calls and surveys), synthesis takeaways, and share across the broader organization
  • Testimonial Collection: Collect Customer Testimonials that can be used in a variety of marketing channels and campaigns
  • Integrated Campaigns: Lead major cross-functional Integrated Marketing Campaigns (i.e., Holiday campaign) in partnership with Marketing, Product, Growth, and Design Teams
  • Website Optimization: Own the website experience from landing page to purchase to maximize acquisition spend, including owning A/B testing and constantly sharing learnings with the team

9. Growth Marketer Job Description

  • Acquisition Strategy: Build and develop a cross-channel strategy to drive sustained and growing user acquisition (both traditional and creative campaigns and channels encouraged)
  • Channel Management: Own and manage channels, and identify new channels to drive cost-efficient acquisition opportunities
  • Creative Testing: Work closely with the creative team to generate and test creative concepts
  • Data Collaboration: Work closely with data engineers and data scientists to create tools for efficient media buying, data management, and dashboards
  • ROI Focus: Use data-driven decision making to keep ROI top of mind, and be accountable for spending
  • Lead Activation: Work with the product to activate newly acquired leads into lifelong traders
  • Performance Optimization: Continuously test, assess, optimise, and report on the ROI of paid digital activities
  • Campaign Execution: Work with other team members on cross-channel campaigns and tactics

10. Growth Marketer Accountabilities

  • Paid Campaigns: Develop and execute paid social (Facebook, Snapchat, Pinterest, etc.), SEM, and affiliate campaigns that deliver sustainable growth for the DTC business
  • Performance Optimization: Manage and optimize campaign performance toward aggressive acquisition, retention, and reactivation goals, with primary KPIs being efficient CPA and healthy payback
  • KPI Analysis: Analyze and report on campaign KPIs to key stakeholders with actionable insights and optimization recommendations
  • Channel Reporting: Collaborate closely with the Director of Media and the Data Analyst to build holistic reporting for DTC channel performance
  • Channel Testing: Execute new channel tests to ensure channel diversity and risk mitigation in achieving sales goals within budget
  • Strategic Support: Provide support to the VP of DTC and Director of Media for long-term strategy and executive-level presentations
  • Agency Management: Set strategy with and manage the digital agency to ensure the company is continuously optimising and driving towards growth goals (Agency executes Google Paid Search and Digital Display)
  • Brand Collaboration: Work closely with the Brand and Content team, who are responsible for generating insights for employers and potential candidates
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