What Does A Growth Product Manager Do?

WHAT DOES A GROWTH PRODUCT MANAGER DO?

Published: Jul 25, 2025 - The Growth Product Manager owns the end-to-end checkout and customer account experience, driving improvements in conversion rates and user satisfaction. This role involves leveraging data, user insights, and cross-functional collaboration to develop and execute a comprehensive e-commerce roadmap aligned with business goals. The Manager also leads product development initiatives from strategy through execution, incorporating analytics, UX design, technical constraints, and industry best practices to optimize the digital customer journey.

A Review of Professional Skills and Functions for Growth Product Manager

1. Growth Product Manager Roles and Responsibilities

Stakeholder Collaboration: Interact with the key internal business stakeholders (Engineering, Design, and Marketing) to understand business needs and prioritize them effectively.
Marketing Channel Development: Develop new marketing channels, such as email, SMS, retargeting, etc.
Conversion Optimization: Experiment with and test solutions that optimize conversion rates, AOV, and loyalty rates on the eCommerce platform.
Product Expertise: Be the product subject matter expert, deeply understand the customer, their needs, the business landscape, and product functionality (at a high level).
Product Specification Writing: Own and write comprehensive product specifications that are easily actionable.
Competitive Analysis: Conduct gap analyses of different competitive solutions and identify the best path forward.
Product Development Oversight: Champion and provide oversight for initiatives throughout the product development cycle.
Business Readiness Leadership: Lead and collaborate on all business readiness activities, including product testing, rollout, iteration, and support.
Data-Driven Culture: Foster a culture of data-driven decision making.

2. Growth Product Manager Duties and Roles

Experimentation Strategy: Deploy fast, data-driven testing processes to figure out what works and what doesn’t.
Hypothesis Testing: Work with Product, Engineering, Design, and Data Analytics to define and test hypotheses, then evaluate, iterate, and optimize based on learnings.
User Data Analysis: Leverage Fluent’s data and reporting to dig into user experience and consumption patterns and look for trends and growth opportunities across core KPIs.
Cross-Functional Strategy: Work cross-functionally to create acquisition, engagement, retention, and monetization strategies.
Performance Analytics: Leverage analytics and quantitative analysis to monitor performance, tune mechanics, and identify new opportunities to impact KPIs.
KPI Tracking: Track performance daily, communicate reports/scorecards to internal and external stakeholders, and adjust plans.
Traffic Strategy Alignment: Partner with the Media team and align traffic acquisition strategies with product offerings across search, display, affiliate, and social media channels.
Industry Expertise: Serve as the in-house subject matter expert by staying up to date on the latest in competitive products and industry trends.
Stakeholder Communication: Regularly present to various stakeholders on the state of the product landscape.
Outcome Monitoring: Track performance and course-correct to ensure strategies are delivering expected business outcomes.

3. Growth Product Manager Responsibilities and Key Tasks

Growth Program Leadership: Report to the VP of Marketing, lead the implementation of product-led growth programs
Cross-Functional Collaboration: Work with marketing, sales, and product to attract new users to products and guide them through the customer journey
Market Trend Communication: Inform the company and the market at large about trends and opportunities associated with Data as a Service, using those insights to then implement meaningful messaging and programs
User Insight Analysis: Go deep on user insights, competitive intelligence, and product analytics to learn what works and doesn't
Customer Journey Optimization: Establish and improve the product-led customer journeys from marketing qualified lead (MQL) to customer
Market Discovery: Conduct discovery and validation, establishing relationships with market leaders to gather insights while expanding the reach of People Data Labs
Positioning and Messaging: Develop compelling positioning and messaging for personas, use cases, and markets with a focus on B2B data
Sales Enablement: Help sales identify opportunities, position the solution, and drive deals to close

4. Senior Growth Product Manager Roles and Details

Product Strategy Leadership: Lead product strategy for growing and retaining users.
Strategic Roadmap Development: Partner with other members of the Growth team to define and implement a strategic roadmap that will enable TextNow to achieve its mission at scale.
Cross-Team Alignment: Drive alignment across Engineering, Product, Design, Data Analytics, and Marketing teams to deliver on the vision and strategy.
Data-Driven Culture: Support and build a data-driven, learning organization that finds long-term retention/engagement solutions.
Insight Generation: Derive insights through qualitative/quantitative data and turn them into actionable business insights.
Rapid Experimentation: Build, measure, and iterate rapidly using A/B testing and other analytical tools.
Product Delivery Oversight: Oversee building of prototypes and MVP products, measuring successful delivery to customers, and being accountable for KPI’s and OKR targets.
Release Management: Ensure products and releases are launched on schedule with high attention to detail and quality.
Onboarding Optimization: Partner with the Marketing team to improve the activation and onboarding funnel.

5. Growth Product Manager Key Accountabilities

Growth Strategy Execution: Implement growth tactics and strategies to maximize the potential of new and existing users
A/B Testing: Plan, execute, and measure A/B tests to increase user engagement and conversion rates
Product Optimization: Leverage data to continually optimize existing product features and funnels
Analytical Problem Solving: Articulate solutions that create the biggest impact with strong analytical problem-solving skills
User Experience Improvement: Recommend improvements to the user experience backed by qualitative and quantitative data
Growth Performance Reporting: Assess, optimize, and report growth efforts to support a process of continuous learning and improvement
Market Research: Maintain market and competitor insights across the industry
Cross-Functional Collaboration: Work within a cross-functional team, in a fast-paced, highly dynamic environment
Product Value Focus: Driven to increase the value of products

6. Growth Product Manager General Responsibilities

Consumer Experience Ownership: Own the consumer experience from registration to digital currency trading
Product Roadmap Planning: Work with a cross-functional team to define and deliver a product roadmap
Specification Development: Collaborate with designers and engineers to develop a detailed product specification
Feature Delivery: Plan, organize, and deliver new products and features to the market
Product Launch Management: Drive global product launches and lead beta programs
Market Analysis: Stay informed of the overall market landscape, including competitors and potential partners
User Acquisition Strategy: Work with Marketing to develop and optimize new user acquisition and retention
Product Metrics Monitoring: Monitor key product metrics and continuously improve them through ongoing product iteration

7. Growth Product Manager Role Purpose

Growth Initiative Leadership: Drive key growth initiatives inside the product organization through experimentation, learning, and execution.
Onboarding Optimization: Own and improve the automated product onboarding process to drive stronger activation and retention.
Customer Insight Communication: Synthesize and evangelize learnings about the business and customers to the rest of the organization.
Product Workflow Improvement: Collaborate with product managers at Kajabi to continuously improve the Production process, workflow, and expectation of quality.
Cross-Functional Execution: Work closely with a cross-functional team of backend and frontend engineers to deliver on new product ideas.
Prototype Validation: Work with Product Designers to prototype and validate both value and usability of ideas, refining prototypes through interviewing customers.
Roadmap Development: Partner with the Product team to define and evolve the product roadmap with product-led growth in mind.
Thought Leadership: Write, share, and present learnings about product management via blogs, books, and events.

8. Growth Product Manager Essential Functions

Acquisition Strategy Leadership: Lead Website acquisition strategy definition, development, and execution, ensuring regular communication to all stakeholders
User Insights: Perform ongoing user research, identify trends, discover customer insights and opportunities to deliver delightful customized experiences, and own the website customer journey
Growth Culture Development: Help define and develop a rigorous growth culture, using hypotheses, quantitative and qualitative measures that tie to company objectives and focus on learning and impact
A/B Testing Ownership: Build and own A/B testing processes, infrastructure, and strategies for page design and messaging
Conversion Optimization: Manage conversion rate optimization initiatives across marketing landing pages, scale experimentation backlog, and deliver new tests
Content Alignment: Drive alignment of web content with content design and development to tell the brand and product story effectively
Messaging Strategy: Revamp messaging and copy across the website to fit enterprise customer profiles and self-serve use cases

9. Growth Product Manager Additional Details

Product Launch Coordination: Work with Growth Director, Product Directors, and Managers, and stakeholders throughout the company to ensure successful product launches
Experimentation Planning: Work with the Growth Director, Engineering, and Design to set up A/B or user tests and develop testing hypotheses
Test Result Communication: Compile, analyze, summarize, and communicate test results efficiently
Data Integrity Management: Ensure data availability and integrity, and post-analysis learning
Industry Trend Monitoring: Stay current and report on industry trends, including new opportunities, testing strategies, and competitor capabilities
Requirement Documentation: Create thorough and clear product and testing requirements that speak to Engineering and Design (and know what that means)
Cross-Functional Collaboration: Collaborate cross-functionally to drive business results
Feature Development: Define, scope, ship, and measure features, and use rapid cycles to iterate and learn
User Insight Utilization: Identify user needs and market dynamics, and use these to inform the strategic direction
UX Design Guidance: Create simple, intuitive yet efficient user experiences (primarily mobile) that make customers smile by guiding designers
Roadmap Execution: Develop and prioritize a feature roadmap, working with engineering and business, and execute the roadmap

10. Growth Product Manager Roles

Funnel Analysis: Analyze data covering the entire funnel to understand customer behavior, drop-offs, and areas of optimization
Cohort Analysis: Define cohort retention charts based on user personas and leverage analysis to define growth and product investment opportunities
Customer Journey Insights: Dive deep into data to understand usage patterns and partner closely with the client team to understand the customer journey to identify areas of investment that drive acquisition and retention
Experimentation Design: Set comprehensive experiments validating hypotheses and increasing acquisition and retention
Feature Ideation: Ideate and wireframe new features as well as enhance existing features
Marketing Collaboration: Partner closely with the marketing team to create consistent messaging across all channels
Solution Scoping: Use good judgment to make appropriate trade-offs when scoping and specifying solutions, ensuring that anything that is built adds value to the business and continues to delight users
Mission-Driven Impact: Make a difference in the lives of people everywhere who use FarmTogether to invest in alternative assets

11. Senior Growth Product Manager Tasks

Product Strategy Definition: Define the product strategy by effective requirements gathering and creating a prioritized road map
Feature Development Collaboration: Work daily with design and front-end engineering teams to bring new product features to market
Requirement Documentation: Deliver crisp product requirement documents that are easily understood by technical and non-technical folks
Feature Ownership: Take responsibility and ownership for expanding product features of end-to-end experiences by enabling businesses to integrate with Womply in increasingly powerful, yet accessible ways
Data-Driven Decision Making: Use data to make good decisions when confronted by ambiguity
Feature Prioritization: Prioritize features, build consensus, and coordinate product schedules with a team of engineers, designers, and analysts to ship high-quality experiences
Go-To-Market Coordination: Collaborate with counterparts in marketing, sales, and engineering to launch and grow market adoption and revenues
Market Research Execution: Define and deliver on market research objectives and key performance indicators
User Insight Integration: Inform product decisions with quantitative and qualitative data on user behavior and experimentation (e.g., A/B testing, survey data, usability studies)

12. Growth Product Manager Details and Accountabilities

Human-Centered Design: Take pride in designing easy-to-use, human-centered experiences that appeal to a broad audience, balancing design forward-thinking with approachability
Competitive Analysis: Bring new ideas to the table, as well as a deep understanding of what tactics are being used across the competitive landscape
Cross-Functional Collaboration: Build working relationships with cross-functional partners across Marketing, Lifecycle, User Acquisition, and Core Product teams
System Design Strategy: Design a system-centered approach to building experiences, creating modular and smart interfaces that reduce complexity and fragmentation
Data-Driven Design: Bring data into decision making and rationale, understanding how work is performing with a literacy of the measures being applied to it
Analytics Tool Utilization: Leverage tooling like Amplitude, Google Analytics, or Fullstory
Multitasking Capability: Balance working on multiple projects at once, applying to a variety of contexts in parallel
End-to-End Design Execution: Execute end-to-end design initiatives for web-based experiences, from conception with stakeholders to final implementation with engineering
Requirements Development: Work closely with Product Managers, Researchers, and Data Analysts to develop product requirements, create and validate solutions, and get buy-in from stakeholders
Design Validation: Validate design decisions and strategy by qualitative and quantitative methods

13. Growth Product Manager Overview

Growth Driver Identification: Identify key drivers of growth to increase conversion, expansion, and retention, and drive execution through iterative testing and learning
Experimentation for Growth: Launch experiments to drive the growth of the self-serve customer base
Lead Qualification Systems: Enhance systems that identify product-qualified leads for Sales/Success teams to upsell
Roadmap Communication: Articulate and validate the roadmap both internally with leaders and externally with customers and partners
Product Usability Enhancement: Identify, prioritize, and deliver product improvements to increase usability and customer experience
Strategic Product Insight: Leverage business metrics as well as meetings with customers, internal stakeholders, partners, and industry leaders to develop a perspective on how the product is being used and where to take the product next
UX/UI Collaboration: Drive UI and UX design, working closely with designers to build and test UI wireframes and interactive prototypes
Process Optimization: Drive process improvements that benefit the product management team at large
Continuous Improvement: Obsess about continuous product improvement based on customer feedback and data

14. Senior Growth Product Manager Job Description

Cross-Functional Collaboration: Work closely with product managers, analysts, engineers, and QA, as well as across the organization with marketing, revenue, and finance
Growth Tool Strategy: Collaborate with engineering and business development on selecting the appropriate tools and solutions to enable and drive growth initiatives
API Evaluation: Review the API and developer documentation for evaluation and implementation purposes
Tool Optimization: Troubleshoot and improve tools to fit the current and future needs of the various product and marketing teams
Customer Lifecycle Consulting: Consult and advise on the best ways to utilize both internal and external solutions to optimize the customer experience lifecycle from acquisition through re-engagement
Growth Impact Measurement: Partner with analysts to develop forecasting and measurement tools to evaluate growth initiatives impact
Data-Driven Opportunity Analysis: Apply expertise in data mining, data analysis, and customer journey mapping to go beyond the numbers and find growth and engagement opportunities that help customers achieve more
Channel Strategy Evaluation: Evaluate tools and solutions for marketing channels like SEO, SEM, and SMS to grow acquisition, adoption, and improve retention, along with re-engaging past customers
Industry Trend Research: Discover, follow, and share industry trends along with academic insights around user growth and behavioral economics to influence product changes

15. Growth Product Manager Functions

Growth Roadmap Development: Establish a shared vision across the team by building consensus on Growth priorities, to develop a growth roadmap, including Partnerships, signup funnel conversion optimization, referrals, and product SEO
Growth Research: Perform quantitative and qualitative research (A/B testing, survey data, usability studies) to identify growth opportunities and inform product decisions for increasing the customer base
Growth Metrics Analysis: Define and analyze metrics that inform the success of products and experiments that help grow the customer base
Product Documentation: Author requirements and feature documentation, and manage the day-to-day ceremonies, from planning to sprints to stand-ups and retros, to execute against the roadmap
Customer Feedback Iteration: Iterate on the product offering using customer feedback
Pod Collaboration: Work closely with the Growth pod of Engineering, Design, and Analytics to ensure clarity of purpose, requirements, and execution
Cross-Functional Software Development: Partner with marketing, compliance, legal, and operations teams to build software collaboratively and inclusively
Competitive Landscape Monitoring: Evaluate the competitive landscape and stay informed of the latest trends in Fintech and consumer apps in general

16. Growth Product Manager Accountabilities

Product Strategy Development: Develop and define product strategy, GTM plan, and roadmap for future products to increase customer acquisitions as well as improve retention
End-to-End Product Delivery: Deliver high-quality products that exceed customer expectations and take end-to-end ownership of planning, design, delivery, quality assurance, and performance
Experimentation for Iteration: Design and run frequent experiments to promote continuous product iterations and improvements
Growth Strategy Partnership: Partner with marketing, engineering, data science, and partnerships to craft a growth strategy
Growth Metrics Reporting: Measure, define, and report on growth initiatives and set metric/KPI
Product Release Management: Act as the primary point of contact to successfully release new products on time and within budget
Development Plan Support: Drive and provide support to all aspects of the product development plan, including but not limited to pricing and positioning
Customer Expectation Alignment: Understand data-savvy customer expectations and industry best practices, including keeping abreast of the technology landscape
Insight Generation: Hunt for insights in data collected from various sources and research to come up with continuous, actionable improvements
Customer-Centric Growth: Keep customer experience first, while developing ways to bolster Customer Acquisition, Usage, and Retention

17. Growth Product Manager Job Summary

Growth Hacking Strategy: Develop innovative growth hacks to drive user growth and engagement on the online properties via all channels and marketing programs
Growth Driver Analysis: Understand the various components and drivers of growth, along with trends (such as traffic, conversion, user engagement, and repeat behavior), and create actionable programs leading to user growth
User Journey Optimization: Analyze user journeys to provide actionable insights and recommendations, followed by quick experimentation via A/B testing routes on traffic/funnel enhancement to derive immediate impact on KPIs
Consumer Insight Research: Undertake consumer research to identify their needs and current friction points, and come up with analysis or consumer understanding-backed ideas to unlock growth
Cross-Functional Project Management: Manage cross-functional growth projects by working closely with product and functional teams to run experiments and roll out features on an ongoing basis
Digital Campaign Execution: Design and execute all aspects of digital marketing campaigns, including Push, SMS, email, PR, on-ground GTM, and advertising campaigns
Project Leadership: Drive large-scale projects, experiments, and smaller tweaks with equal ease
Impactful Initiative Execution: Identify and drive highly impactful cross-functional projects that achieve key milestones for the company
Infrastructure Development Partnership: Partner with engineering to build a stable and scalable infrastructure equipped for rapid growth and development
Customer Understanding Development: Work with research, design, and marketing to develop a deep understanding of customers

18. Growth Product Manager Responsibilities

Customer Experience Expertise: Develop an intimate knowledge of the customer and every detail of the checkout experience
Checkout Ownership: Own the checkout experience and conversion rate performance, as well as the customer account management experience, which enables the filter subscription program
E-Commerce Roadmap Management: Use data and analytics, as well as an understanding of key company focus areas, to manage a comprehensive e-commerce road map, as well as get buy-in from others
Product Development Oversight: Manage end-to-end product development of prioritized enhancements, new features, and test efforts, from initial hypotheses and strategy development, requirements definition, design, development, testing, and reporting
Cross-Functional Collaboration: Collaborate with cross-functional partners to gather input for prioritizing efforts, as well as defining requirements (cross-functional partners include Acquisition, Creative, UX, other Product Managers, Operations, IT, Customer Service, Finance, Legal, and Analytics)
Creative and UX Coordination: Work closely with Creative, UX, and developers (either agency or in-house) on product development to ensure quality of work and that timelines are met
User Insight Integration: Integrate usability studies, user research data, and competitive analysis into product requirements to ensure products satisfy customer needs
Platform Knowledge Development: Build knowledge and understanding of the eCommerce platform back-end, its integrations, and limitations, as well as recommend new integrations that could help enhance it
KPI Tracking and Optimization: Track and report on KPIs and performance, insights, and optimization opportunities
eCommerce Best Practices: Be the go-to person for best practices, new developments, and industry insights when it comes to eCommerce experience and conversion rate optimization

19. Growth Product Manager Details

Migration Planning: Create product migration and adoption plans
Customer Journey Optimization: Identify opportunities to build customer success through new and improved customer journeys, both in-app and via email
Strategy Contribution: Understand and contribute to team strategy and portfolio roadmap
Roadmap Execution: Execute against the roadmaps by prioritizing initiatives and detailing what every feature looks like
Journey Implementation: Build out customer journeys, work closely with product management, product marketing, software engineers, and UX designers to scope, plan, design, and launch in-app communications and user journeys
Adoption Reporting: Report to leadership on user adoption and migration progress using product analytics tooling
Growth Loop Improvement: Collaborate with design, data, and other product teams to improve growth loops, including invites, referrals, and sharing, to fuel new account growth
Cross-Functional Alignment: Build a strong working relationship with operations, legal, compliance, and finance teams to unlock the next generation of growth ideas for the company
Product Vision Setting: Establish a product vision and a shared set of priorities across the team and the company, which meet the most important needs of customers
Product Launch Coordination: Work with communications, content, and marketing teams to launch products that are easy to understand and use

20. Growth Product Manager Duties

Cross-Team Growth Collaboration: Work closely with the Marketing, Product, Engineering, and Data Teams to identify opportunities and drive bookings growth on the main website and apps using a data and experiment-centric approach
Growth Roadmap Development: Scope and define growth roadmap, conduct analysis, and work closely with multiple teams on planning core initiatives, experiments, and campaigns for accelerating growth
Customer Journey Optimization: Analyse, refine, and optimize the end-to-end customer journey to maximize booking conversion
OKR Ownership: Set and own annual, quarterly, and monthly OKRs together with teams, key stakeholders, and management
Strategic Opportunity Prioritization: Build long-term strategies, provide analysis with business cases, and prioritize growth opportunities that include new channels, new markets, and products
Global Service Launching: Play a key role in launching new, global services in the travel industry
Experiment Lifecycle Management: Work across the experiment lifecycle, including ideation, prioritization, experimental design, launching A/B tests, and analyzing results
User Journey Growth Framework: Apply a growth framework to the entire user journey to optimize channels and product experience to support engagement and retention
Acquisition and Retention Strategy: Identify, test, and launch new user acquisition and retention strategies
Technical Collaboration: Work closely with engineers, data analysts, and designers
Growth Implementation Partnership: Collaborate across Product, Growth, and Marketing to identify growth opportunities and implement solutions

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