Key Responsibilities and Required Skills for Growth Marketing Lead

🎯 Role Definition

As the Growth Marketing Lead, you will define, implement and optimise growth marketing strategies across acquisition, activation, retention and monetisation channels. You will lead growth experimentation, build scalable frameworks, partner closely with product, analytics and engineering teams, monitor performance through dashboards, iterate rapidly and ensure that marketing efforts drive measurable business outcomes. You’ll also manage budget, mentor team members, spearhead new channel development and deliver a high‑velocity growth engine.

📈 Career Progression

Typical Career Path

Entry Point From:

Senior Performance Marketing Manager
Acquisition Marketing Lead
Lifecycle Marketing Manager

Advancement To:

Director of Growth Marketing
VP of Growth
Chief Growth Officer

Lateral Moves:

Head of Digital Marketing
Head of Customer Acquisition & Retention
Director of Growth Operations

Core Responsibilities

Primary Functions

Develop and execute a comprehensive growth marketing strategy that spans acquisition, activation, retention and referral channels, aligned with overall business goals.
Design and manage experiments across owned, earned and paid channels (e.g., paid search, social, influencer, affiliate, SEO) to rapidly validate growth hypotheses and scale successful channels.
Own end‑to‑end conversion funnels: optimise landing pages, run A/B and multivariate tests, analyse user journeys and work with product/UX teams to improve conversion metrics.
Lead the building and scaling of growth frameworks, including attribution models, holistics dashboards, marketing tech stack and automation to support data‑driven decisions.
Partner with product, design, engineering and analytics teams to align growth initiatives with new feature launches, product improvements and user experience enhancements.
Manage and optimise paid advertising spend across multiple channels; track key metrics such as CAC, LTV, ROAS, and scale budgets intelligently to maximise growth.
Lead organic growth efforts including SEO, content distribution, viral loops, referral programmes and community engagement to build sustainable growth sources.
Create, prioritise and execute a backlog of growth experiments based on hypothesis generation, data‑analysis, iteration and optimisation.
Mentor, hire and lead a high‑performance growth team (or cross‑functional partners) across acquisition, lifecycle, analytics and retention.
Monitor, analyse and report on growth performance: lead generation, conversion rates, retention rates, churn, growth loops and provide actionable insights to leadership.
Oversee lifecycle marketing: email, CRM, push notifications, re‑engagement campaigns and nurture pathways to reduce churn and increase customer value.
Identify, evaluate and prioritise new growth channels and opportunities—from emerging platforms to new market segments—to drive expansion.
Collaborate with the analytics team to build and maintain attribution models, cohort analyses, segmentation and LTV modelling to guide channel investment decisions.
Optimize user acquisition journeys by analysing data from web, mobile, app and across devices; work with UX to remove friction and improve engagement.
Manage growth marketing budget, measuring spend efficiency and reallocating resources to the highest‑impact channels.
Build alignment across cross‑functional teams (product, engineering, sales, customer success) to ensure growth activities are integrated across the organisation and ROI is maximised.
Establish and maintain best‑practice processes for growth marketing: experiment frameworks, prioritisation, measurement, rollout and scaling.
Ensure branding and messaging are aligned and support growth tactics—partnering with content and brand teams to ensure consistency and relevance.
Drive onboarding, activation and retention strategies that transform acquired users into engaged, retained customers and advocates.
Stay abreast of industry trends, new marketing technologies, growth tactics, data privacy and regulatory changes; propose innovation‑led approaches.
Provide leadership reports, present growth strategy and results to senior executives and stakeholders, offering clear recommendations and insights.

Secondary Functions

Support ad‑hoc data requests, exploratory market or funnel analyses and quick growth sprints across business units.
Contribute to the organisation’s growth roadmap by feeding insights, user behaviour learnings and channel performance back into product and business strategy.
Collaborate with business units to translate user‑journey insights, segmentation data and campaign outcomes into enhanced features, product improvements or service experiences.
Participate in continuous improvement initiatives across marketing operations—refining processes, testing new technologies and scaling successful growth experiments.

Required Skills & Competencies

Hard Skills (Technical)

Proficiency in growth marketing disciplines: user acquisition, funnel optimisation, retention, referral marketing and lifecycle campaigns.
Expertise in data analytics: comfortable working with BI tools, dashboards, cohort analysis, A/B testing and segmentation.
Strong understanding of SEO, SEM/PPC, paid social, display advertising, affiliate marketing and emerging channels.
Experience with marketing automation platforms, CRM systems and growth‑tech stack (e.g., HubSpot, GA4, Looker) and implementing attribution models.
Ability to design and execute A/B / multivariate tests, iterate based on results and scale winning tactics.
Strong competence in modelling user LTV, CAC, cohort performance and making channel investment decisions.
Experience optimising web/mobile user experience: conversion rate optimisation, funnel mapping, landing‑page performance.
Leadership in building and managing growth teams, cross‑functional collaboration and scaling processes.
Budget management: allocating, tracking and optimising growth spend to achieve ROI targets.
Excellent technical literacy: comfort with analytics tools, tracking infrastructure, SQL or data querying is often preferred.

Soft Skills

Strategic thinking and growth mindset: able to define clear growth goals, roadmaps and align with business strategy.
Excellent communication and presentation skills: able to convey growth insights, campaign results and recommendations to stakeholders at all levels.
Collaboration and cross‑functional influence: works effectively with product, engineering, sales, marketing, design and analytics teams.
Analytical and data‑driven decision‑making: uses data to guide experiments, optimisations and channel investment.
Creative problem‑solving: able to generate new acquisition ideas, evaluate hypotheses and prioritise effectively.
Leadership and team development: mentors, inspires and builds high‑performance growth teams.
Adaptability and resilience: comfortable working in high‑velocity, ambiguous environments and managing multiple priorities.
Time‑management and prioritisation: excellent organisational skills to manage experiments, metrics, campaigns and projects.
Customer‑centric orientation: understands user behaviour, journeys and retention drivers and translates insights into growth tactics.
Results‑oriented and accountable: sets measurable targets, tracks progress, iterates and delivers impact.

Education & Experience

Educational Background

Minimum Education:

Bachelor’s degree in Marketing, Business Administration, Analytics, Engineering or related field.

Preferred Education:

Master’s degree (MBA) or advanced qualification in Growth Marketing, Data Analytics or Digital Strategy.

Relevant Fields of Study:

Marketing & Growth Strategy
Business Analytics / Data Science
Digital Marketing & Performance
Product Management

Experience Requirements

Typical Experience Range:

5 to 10 years of progressive experience in growth, performance or acquisition marketing roles, including at least 2‑3 years in a lead or management capacity.
Preferred:
Proven track record of building and scaling growth functions, managing end‑to‑end performance marketing, working in high‑growth/tech environments and delivering substantial acquisition, retention or revenue impact.