WHAT DOES A GROWTH MARKETING MANAGER DO?

Published: Jul 23, 2025 - The Growth Marketing Manager serves as the strategic marketing lead for regional teams, aligning global strategies with localized execution tailored to market-specific needs and cultural nuances. This role involves end-to-end ownership of regional marketing initiatives to drive courier growth, from campaign development and content localization to event coordination and cross-functional collaboration. The manager also ensures brand consistency across channels, builds strong partnerships with regional stakeholders, and oversees content creation to deepen engagement with couriers and other key audiences.

A Review of Professional Skills and Functions for Growth Marketing Manager

1. Growth Marketing Manager Overview

  • Marketing Strategy: Develop multi-channel acquisition marketing strategies
  • Customer Growth: Build a foundation for long-term growth by decreasing the cost to acquire new customers and increasing customer lifetime value
  • Budget Management: Oversee the budget and strategy for all acquisition channels
  • Audience Targeting: Identify and prioritize new audiences and channel expansion (paid and organic)
  • Lifecycle Conversion: Collaborate with key stakeholders to develop a compelling roadmap to improve conversion throughout the customer lifecycle
  • Campaign Assets: Collaborate with Content, Product Marketing, and Design Teams to develop assets for a performance campaign
  • Performance Analysis: Utilize data-driven methodology, analysis, and measurement to improve the effectiveness and efficiency of performance channels
  • Campaign Analytics: Oversee campaign management and reporting, including in-depth analytics, including CPL, CAC, LTV, and channel/campaign ROI

2. Growth Marketing Manager Details and Accountabilities

  • Campaign Management: Launch, analyze, scale, and optimize dozens of campaigns throughout the marketing funnel, daily
  • Ad Copywriting: Write copy for ads and landing pages to drive conversions
  • Landing Page Design: Design landing pages with the landing page studio tool
  • Creative Briefing: Craft creative briefs for the creative team
  • Creative Review: Give feedback and approve creative deliverables from the creative team (graphic designers, landing page designers, video editors)
  • KPI Reporting: Develop and maintain KPI reports that track paid efficacy and help respond to issues and opportunities in real time
  • Performance Updates: Provide actionable weekly updates to various stakeholders, including performance, improvements, planned tests, etc.
  • Cross-functional Collaboration: Work cross-functionally with other marketers, product developers, and managers to improve the scale and efficiency of ad spend
  • Company Growth: Play a massive role in a rapidly growing company

3. Growth Marketing Manager Tasks

  • Customer Growth: Drive customer growth across all growth levers, including e-commerce acquisition, performance media, retention, referrals, and rewards
  • Attribution Strategy: Develop and implement an attribution strategy to appropriately measure ROI across multiple channels
  • Campaign Execution: Design and run campaigns across channels, including email, social, and experimental platforms
  • Tech Stack Management: Lead and manage the growth marketing tech stack and integrate all appropriate platforms
  • Creative Testing: Develop and test creative content to drive performance and enhance the brand
  • Partnership Development: Forge close partnerships with outside platforms and partners to stay at the forefront of growth marketing technology
  • Budget Management: Effectively manage a growth marketing budget to achieve business goals and financial targets
  • Team Development: Build team capabilities through analysis methodology, tools, and cross-functional processes to continue evolving company knowledge and paid media success

4. Growth Marketing Manager Roles

  • International Marketing: Responsible for driving the marketing activities that support business development on international markets (strategic and hands-on delivery level)
  • Inbound Campaigns: Develop and execute Inbound marketing campaigns, content strategy to attract qualified prospects and convert them into leads and customers (end-to-end buyer journey)
  • Online Campaigns: Develop, implement, oversee, and monitor the results of the online marketing campaigns and short-term advertising tactics
  • Funnel Optimization: Optimize landing pages and the user funnel
  • Sales Alignment: Work closely with sales and product teams to ensure marketing activity and sales goals are aligned
  • Performance Tracking: Measure and report on the performance of all digital marketing campaigns
  • Data Analysis: Understand and translate analyzed data (e.g., from CRM, web analytics) and provide actionable insights
  • Lead Generation Tools: Find, test, and implement new tools and strategies to increase website traffic, generate qualified leads, and nurture those leads down the buyer journey (using marketing automation, CRM tools)
  • External Communication: Supervise external company communication in every channel in use.

5. Growth Marketing Manager Additional Details

  • Tactical Strategy: Creatively identify tactics that will accomplish key objectives and support the broader growth strategy
  • Campaign Development: Develop structured campaigns in Facebook, Google Ads, and other platforms
  • Budget Ownership: Own budgets and improve CAC while growing volumes
  • Partner Management: Ensure alignment with external partners, listen to their needs, and project manage work streams to accomplish key patient recruitment (customer acquisition) objectives and support broader team strategy
  • Creative Briefing: Write creative briefs that empower designers to create empathetic, provocative, and high-performing campaigns
  • Testing Strategy: Develop a structured approach to testing on own channels and partner channels to maximize learning and results
  • Cross-functional Collaboration: Collaborate effectively with teammates in marketing, creative, operations, engineering, and partnerships to raise the bar in executing all of digital marketing
  • Team Leadership: Set direction and drive the performance of a team of partners, contractors, and agencies that will help with creative development and technical execution
  • Team Building: Help continue to build a world-class marketing team by helping attract, interview, and onboard future team members during this exciting time of growth

6. Growth Marketing Manager Essential Functions

  • Regional Strategy: Serve as regional expert as it relates to acquisition strategies, platforms, and partners in key EMEA markets, including any overall or market-specific trends
  • Localized Campaigns: Design and activate localized member acquisition and retention strategies in key EMEA markets
  • Outreach Programs: Design and implement effective outreach programs to engage current members and reconnect with lapsed creators, leveraging on-site content, social media, email, video, and paid channels
  • Strategic Insights: Provide strategic recommendations and data trends/insights across channels for sales programs, product improvements, and content development
  • User Engagement: Contribute to a cross-functional team tasked with creating meaningful and quality experiences that retain and engage users
  • Member Advocacy: Be a strong member advocate, balancing the needs of the community with those of the business
  • Cultural Strategy: Provide culturally-relevant guidance and recommendations for social media, email, and community management strategies
  • Market Expansion: Work cross-functionally on new market launches, including translation/localization, content development, and acquisition

7. Growth Marketing Manager Role Purpose

  • Online Presence: Contribute to improving the online presence (e.g., reviews, community) to optimize the impact
  • Product-led Growth: Work with the Growth Squad to launch product-led growth initiatives
  • Team Building: Help the company define its needs and hire the right team
  • Growth Experiments: Identify and design new growth acquisition experiments that have been prioritized and shipped
  • Media Optimization: Optimize the media budget and performance against targets
  • Growth Strategy: Shape the Marketing Growth strategy, helping to define new ways of acquiring customers and devising opportunities for optimization on an ongoing basis
  • Market Research: Keep up-to-date with industry best practices and monitor competitors’ growth activities in the consumer tech space
  • Product Support: Work with and support product teams to improve tools to drive growth
  • Brand Integration: Creatively integrate existing efforts on brand building and content into the growth strategy

8. Growth Marketing Manager General Responsibilities

  • Campaign Optimization: Responsible for providing campaign optimization recommendations, vetting new platform partners, and owning performance metrics
  • Campaign Execution: Work with functional teams to identify, plan, source, and execute marketing campaigns in strategic geographies, demographics, or specific use cases of the business
  • Performance Monitoring: Develop and maintain dashboards to monitor investment in performance marketing channels
  • Performance Analysis: Provide regular commentary on the changes in internal and external dynamics affecting performance
  • Investment Evaluation: Evaluate potential marketing investments by modeling expected impact on key metrics
  • Campaign Goal Setting: Assist in setting campaign goals and optimizing performance towards down-funnel key performance indicators while achieving weekly forecasts
  • Channel Impact Analysis: Quantify the impact of qualitative changes to specific investment channels
  • Marketing Operations: Work for a leader who gets marketing ops and has experience building industry-leading teams

9. Growth Marketing Manager Key Accountabilities

  • Retention Strategy: Work with product and marketing teams to develop and implement a cohesive Retention and Engagement strategy
  • Customer Engagement: Drive engagement, retention, conversion, expansion, and resurrection across the customer base by crafting personalized campaigns and in-app experiences
  • Lifecycle Campaigns: Develop lifecycle marketing campaigns across email and in-app messaging channels
  • Tooling Adoption: Help drive the adoption or build-out of advanced customer engagement tooling
  • Channel Exploration: Explore, test, validate, and refine potential new engagement and growth channels
  • Feature Onboarding: Work with product teams to craft and launch experiences to onboard and activate users to new product features
  • User Segmentation: Deeply understand, research, and segment users to deliver customized experiences to the right audience
  • Experience Testing: Understand the data driving customer actions and A/B test the way to better experiences
  • Campaign Management: Maintain a rigorous and organized view of the experiences and communications the company is delivering across key customer segments

10. Growth Marketing Manager Roles and Details

  • Marketing Strategy: Develops a marketing strategy using personas, customer insights, business strategies, and competitive research to frame the marketing roadmap
  • Channel Planning: Develops channel-specific roadmaps to deliver on the goals of increasing demand, awareness, consideration, and conversions
  • Cross-functional Collaboration: Works cross-functionally to share marketing plans to gain buy-in and facilitate collaboration between teams
  • Performance Reporting: Measures, analyzes, and reports performance to all levels of the organization
  • Process Management: Develops and maintains marketing processes to ensure effective and efficient execution of marketing activities
  • Team Leadership: Manages a team of marketers to bring the marketing roadmap to life
  • Marketing Leadership: Provides leadership and facilitates learning and improvement across all marketing channels
  • Staff Supervision: Responsible for the supervision of staff, including having the authority to hire, transfer, lay off, promote, discipline and discharge, train, reward, and review performance of employees
  • Policy Compliance: Ensures compliance with organizational and departmental policies and procedures

11. Growth Marketing Manager Responsibilities and Key Tasks

  • Campaign Management: Oversee day-to-day campaign execution and ensure campaign performance and pace to hit monthly goals
  • Attribution Analysis: Leverage marketing attribution data to inform decision-making and optimizations
  • A/B Testing: Optimize through A/B and multivariate testing of messaging, ad formats, and creatives to achieve the lowest CACs
  • Performance Troubleshooting: Identify and troubleshoot performance downtrends
  • Reporting Framework: Build and evolve a reporting framework to capture all critical metrics and insights, while ensuring all trends to plan are communicated effectively
  • Growth Opportunities: Assist in vetting new opportunities, tactics, and partnerships to achieve scale and growth
  • Team Alignment: Partner closely with other Growth and Product teammates to align on brand voice and deliver on team goals
  • Paid Campaigns: Plan, build, and manage all paid social and display campaigns that drive new customer acquisition and qualified leads across a variety of platforms
  • Budget Forecasting: Establish a forecast for each channel and make recommendations on budget allocation and goals

12. Growth Marketing Manager Duties and Roles

  • Lead Generation: Own marketing initiatives to drive high-quality leads that convert to referrals for marketing-led programs
  • Outreach Strategy: Act as an individual contributor with outreach initiatives and build scalable outreach methodologies and systems that operate
  • Freelancer Acquisition: Own marketing initiatives to drive high-quality freelancers that convert to referrals for Talent Network
  • Marketing Implementation: Manage the implementation of marketing plans and programs for both short and long-range initiatives
  • Content Marketing: Collaborate on the creation, production, and distribution of content marketing materials to communicate, educate, and provide opportunities to market each referral program
  • SEO Optimization: Liaise with marketing managers to improve SEO initiatives
  • Referral Strategy: Ideate, brainstorm, and develop new strategies to further communicate the referral programs to leads, ClearVoice customers, freelancers, and ClearVoice Talent Network members
  • Cross-functional Collaboration: Liaise with Product, Customer Success, and Talent teams on the implementation of programs, securing detailed feedback and recommendations for marketing assets and distribution
  • Campaign Optimization: Work with Finance and Sales Operations to measure, report, and optimize the efficiency of referral marketing and growth campaigns
  • Budget Management: Manage weekly spend data for referral programs on overall marketing budgets
  • KPI Analysis: Track and analyze all key metrics and KPI for partners with a focus on marketing campaign results

13. Growth Marketing Manager Roles and Responsibilities

  • Demand Generation: Play a key role in the next-level demand generation strategy
  • Engagement Strategy: Own and develop engagement, nurture, and conversion strategies for the enterprise audience base, leveraging first and third-party data, including intent to engage and drive prospects through the funnel
  • ABM Campaigns: Develop one-to-few and one-to-one account-based marketing campaigns within the named account list that will support the land-and-expand strategy
  • Paid Channel Management: Manage and optimise all paid marketing channels
  • Channel Testing: Use structured testing to identify new channels and technology that will deliver new growth opportunities
  • Martech Development: Develop a martech stack to enable scale and drive campaign and spend performance
  • Performance Reporting: Deliver regular performance reporting, including web analysis and KPIs, to inform new demand generation strategies and optimise to drive continuous improvement
  • ROI Tracking: Track demand ROI and influence the allocation of marketing spend based on past performance

14. Growth Marketing Manager Job Description

  • User Acquisition: Create programs and find repeatable channels that reach and activate new users
  • Media Campaigns: Create, manage, and optimize media campaigns, especially in social and digital media, to attract new customers to Robinhood within performance goals
  • Partner Management: Manage and grow strategic marketing partner relationships, channel experimentation, audience messaging, and spend accountability
  • Partnership Execution: Manage new media partnerships end-to-end to drive measurable growth
  • Growth Optimization: Ideate, test, iterate, and optimize growth via paid acquisition, retargeting, and product optimizations across web and native-app growth channels
  • Channel Experimentation: Work on new channels, creatives, and other ideas for experimentation, optimization, and acquisition growth
  • Revenue Growth: Identify high-leverage opportunities for new revenue generation, build data-driven hypotheses for improving campaign performance, and manage ongoing A/B tests and optimizations
  • Marketing Insights: Own reporting and work directly with the sales, product, ops, and broader marketing teams to offer strategic insights into the performance of the marketing funnel and how marketing touchpoints help accelerate the sales process

15. Growth Marketing Manager Functions

  • Campaign Support: Assist in execution and amplification across marketing campaigns, such as Social, Content, Influencer, Experiential, among others
  • Influencer Relations: Build and maintain strong relationships with social influencers through collaborations and regular communication, driving new subscribers
  • Influencer Management: Manage and negotiate influencer campaign budgets, payments, agency relationships, engagement levels, and overall performance
  • Social Monitoring: Monitor and respond to all social media content/inquiries for all social campaigns across Facebook and Instagram while monitoring overall sentiment
  • Affiliate Marketing: Oversee the Affiliate Marketing program for the assigned areas, including direct publisher buys
  • Channel Assistance: Assist the Senior Director of Marketing throughout all online channels, including Search, Snapchat, Twitter, Facebook, and YouTube
  • Performance Reporting: Execute weekly and monthly performance reporting for both internal and external teams
  • Marketing Trends: Stay up-to-date with all current design and tactical marketing trends to ensure the brand and approach remain modern, fun, fresh, and appealing to the audience
  • Calendar Management: Create and oversee the integrated marketing calendar process, working across all teams to ensure that monthly calendars are up to date and include email strategy/promos/events
  • Workflow Organization: Remain organized in a fast-paced environment and help keep the marketing team on track by distributing post-meeting notes, ensuring all marketing assets, decks, etc., are organized and stored in public servers, and proactively improving upon workflows and processes
  • Team Support: Support the VP of Marketing and Senior Director of Digital Marketing on day-to-day marketing activities

16. Growth Marketing Manager Accountabilities

  • Marketing Strategy: Use experience to inform the overall marketing strategy and roadmap
  • B2B Content Creation: Create content that speaks to other B2B growth marketers
  • Content Development: Develop topics, conduct interviews, write, and lay out in a template
  • Community Engagement: Prioritize key communities to participate in and identify opportunities to authentically tell stories within them
  • Community Management: Accountable for community participation, including researching outlets, joining and starting conversations, pitching the company's inclusion in webinars/podcasts/events, linking to the company content, answering community questions, etc.
  • Community Promotion: Explore paid opportunities to highlight the company in communities, as well as organic
  • Email Campaigns: Develop email marketing campaigns using HubSpot
  • Market Insights: Inform the company team as the internal voice of B2B growth marketers
  • Contractor Management: Identify and manage contractors to execute on design, video production, and more

17. Growth Marketing Manager Job Summary

  • Programmatic Strategy: Own strategy, media planning, and campaign execution across programmatic channel partners
  • Media Buying: Responsible for negotiation and execution of programmatic and direct buys
  • Campaign Management: Manage audiences, creatives, budget, and bidding strategies to maximize efficiency, including technical setup of experiments and analysis of results in conjunction with cross-functional teams across the organization
  • Optimization and Experimentation: Maintain a data-driven approach through continual experimentation and optimization to exceed aggressive company goals, and utilize a strong background in experimental design and evaluation
  • Cross-functional Collaboration: Work closely with Product, Engineering, and Consumer Marketing teams to build features and creatives that drive results
  • Channel Alignment: Collaborate with channel leaders across other key acquisition channels to ensure alignment and find opportunities to accelerate overall business growth
  • Performance Communication: Communicate performance, strategy, and vision to key partners
  • Channel Ownership: Be an end-to-end channel owner, including tracking, measurement, attribution, optimization, and automation

18. Growth Marketing Manager Responsibilities

  • Regional Strategy: Develop a deep understanding of regional priorities (business targets, P&L priorities, segmentation, priority markets) to be thought partners with regional Ops/Policy
  • Stakeholder Management: Act as primary marketing POC for regional partners (Ops, Policy and Comms, CommOps, etc)
  • Initiative Localization: Based on the global marketing strategy, adapt, localize, and/or amplify initiatives to align with regional strategy, taking into account local specifics and culture
  • Courier Marketing: Build the marketing strategy for courier growth and own to end execution of the marketing calendar
  • Campaign Execution: Comfortable with a hands-on environment that involves supporting end-to-end campaign execution
  • Content Oversight: Oversee regional courier-led content creation across key touchpoints
  • Brand Alignment: Ensure alignment of regional activities with global brand strategy
  • Content Localization: Run and coordinate localization of relevant content in partnership with the global localization team, as well as crafting individual market/regional-specific content for critical markets in partnership with relevant global partners
  • Event Coordination: Coordinate and lead individual market/region-specific events and partnerships to deepen connections with riders, driver partners, eaters, couriers, and restaurant partners

19. Growth Marketing Manager Details

  • Paid Campaigns: Own paid digital marketing campaigns from strategy to execution with a focus on paid search and paid social on Facebook and Google
  • Acquisition Strategy: Strategically lead and efficiently scale paid customer acquisition strategy across channels, including paid social, paid search, influencer marketing, etc.
  • Cross-functional Execution: Collaborate cross-functionally to execute on paid social and acquisition strategy with the digital marketing manager
  • KPI Reporting: Pull metrics, report KPIs, and optimize campaigns on a weekly, monthly, and yearly basis
  • Agency Collaboration: Manage and work alongside an agency to optimize campaigns and put together strategies for future initiatives
  • Analytical Strategy: Take an analytical approach to campaign strategy by identifying the most impactful outcomes to exceed KPIs
  • Mission Alignment: Keep the company's mission and members’ needs top of mind when strategizing and curating content
  • Web Content: Contribute to website, blog, and landing pages, and help manage via HubSpot CMS

20. Growth Marketing Manager Duties

  • Paid Search Management: Lead and scale paid search program on Google and Bing, write ad copy, perform keyword research, optimize landing pages, draw insights from data, and provide recommendations
  • Campaign Ownership: Own MongoDB’s display and paid social programs from strategy to execution, with responsibility for driving growth and acquisition from paid campaigns
  • Agency Management: Actively manage and own relationships with the media agencies
  • Performance Analysis: Track and analyze channel results, extract insights, and improve performance based on lessons learned
  • Efficiency Tracking: Partner with vendors, marketing operations, and data analytics teams to measure marketing efficiency, manage the tracking process, and always find ways to become more efficient and gain more transparency into performance
  • Traffic Innovation: Continually innovate processes, test, and evaluate potential new sources of high-quality traffic
  • Testing Strategy: Build, strategize, and own the comprehensive testing plan for landing pages, ASO, and ad hoc initiatives
  • Cross-functional Collaboration: Work cross-functionally with Product, Engineering, Creative, User Research, Legal, and the Marketing team to brainstorm and deploy compliant tests to draw meaningful insights on consumer behavior and translate these insights into successful marketing campaigns
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