Every Company Needs a Growth Manager
• Jeff Bussgang
• Nadav Benbarak
Very interesting article
Growing revenue and profits is a core objective of most companies, and it is the responsibility of every function to contribute to the pursuit of this goal. Yet, in recent years technology startups have embraced a new role, Growth Manager — alternatively Growth Hacker, Growth PM, or Head of Growth — that focuses on it exclusively. By viewing product development and marketing as integrated functions, not silos, leading tech companies like Facebook and Pinterest are rethinking their approach to driving growth and achieving breakthrough results.Yet, the Growth Manager role remains poorly understood, especially outside Silicon Valley…
…The Growth Manager function typically lives at the intersection of marketing and product development, and is focused on customer and user acquisition, activation, retention, and upsell. The Growth Manager usually reports either to the CEO, the vice president of Product Management, or the vice president of Marketing. They work cross-functionally with engineering, design, analytics, product management, operations, and marketing to design and execute growth initiatives.
The growth manager needs to:• Make sure the right data infrastructure is in place.• Help the company define its growth objective• Provide customer insight• Be responsible for prioritizing growth initiatives and product changes• Design and implement tests.