As businesses compete to grow their online presence and retain loyal customers, one role is becoming increasingly essential: the growth marketing manager. What do these professionals do, and why is their role so important today? These experts combine data analysis, creative strategy, and cross-channel marketing to drive measurable outcomes for business growth.
In this article, discover what defines a growth marketing manager, how this role is evolving, the skills required to succeed, the career outlook, salary expectations, and beyond. If you’re aiming to grow in this dynamic field, explore how an advanced online program like the EDHEC Online Master of Science in Strategic Marketing can help elevate your career.
Growth Marketer Definition: How It Differs from Traditional Marketing
A growth marketer combines the mindset of a product manager, the creativity of a content strategist, and the precision of a data analyst. The key difference lies in their focus on scalability and experimentation.
Growth Marketer vs Traditional Marketer:
- Growth Marketer: Data-driven, full-funnel approach, focused on testing and rapid iteration
- Traditional Marketer: Brand-driven, focused primarily on awareness and lead generation
Growth Marketing Manager Job Description
What Does a Growth Marketing Manager Do?
In simple terms, as the name suggests, a growth marketing manager helps grow the customer base and increase revenue using data-driven marketing strategies. Today, marketing without data is ineffective and often wasteful. This is exactly where the growth marketing manager steps in, bridging creativity with analytics to identify opportunities, make informed decisions, run experiments, and scale what works.
A growth marketing manager is responsible for developing and executing strategies that drive user acquisition, engagement, retention, and ultimately, revenue. They operate across the entire marketing funnel, constantly testing and iterating to optimise every stage.
Key Responsibilities
Here are some of the main responsibilities of a growth marketing manager:
- Identify scalable growth opportunities across digital platforms and new market segments
- Oversee multi-channel marketing initiatives, including digital advertising, content creation, social media campaigns, and email marketing, to support overall marketing efforts
- Conduct A/B testing, track campaign performance, evaluate performance metrics, and optimise based on analytics and KPIs
- Collaborate closely with cross-functional teams—product, sales, and customer support—to ensure cohesive strategies
- Apply growth hacking techniques and data-driven decision-making to maximise ROI and customer retention
Essential Skills for a Growth Marketing Manager
To succeed as a growth marketing manager, you’ll need a robust mix of analytical expertise, creativity, and strategic thinking. Here are the most critical skills:
- Data Analysis & Reporting: Use tools like Google Analytics, Mixpanel, and SQL to track performance and generate insights
- Experimentation & Conversion Rate Optimisation (CRO): Run A/B tests and optimise campaigns based on data to improve conversion rates
- Multichannel Marketing: Deep understanding of SEO, email, paid ads, social media, and content strategy
- Cross-Functional Collaboration: Work effectively with product, sales, customer support, and UX teams
- Tech Savviness & Martech Fluency: Proficiency in CRM systems, marketing automation platforms, and AI-based tools
- Growth Hacking Mindset: Test, learn, and scale fast with creativity and efficiency
- Strategic Business Acumen: Align marketing initiatives with business goals, manage budgets, and evaluate ROI
- Communication & Storytelling: Translate data and strategies into compelling narratives
- Leadership & Project Management: Lead teams, manage workflows, and oversee campaign execution
- Soft Skills: Stay curious, adaptable, and ethically aware—especially with AI, data privacy, and fast-evolving tools
Popular Tools Used by Growth Marketing Managers
Growth marketing managers rely on a suite of specialised tools to execute campaigns, analyse performance, and scale strategies effectively. These tools support the day-to-day responsibilities of a growth marketing manager by helping them streamline workflows, make informed decisions, and measure success across channels:
- Google Analytics (GA4): Tracks user behaviour, traffic sources, and conversion funnels
- Mixpanel / Adobe Analytics: Provides advanced event-based and journey analytics
- CRM & Marketing Automation (HubSpot, Salesforce, Marketo): Powers lead nurturing, campaign automation, and customer lifecycle management
- A/B Testing & CRO Tools (Optimizely, VWO): Enables experimentation and optimisation at every funnel stage
- Advertising Platforms (Google Ads, Meta Ads, LinkedIn Campaign Manager): Drives paid traffic with precise targeting and performance tracking
- SEO & Content Tools (SEMrush, Ahrefs, Moz): Supports keyword research, SEO audits, and competitive analysis
- Social Listening & Management (Brandwatch, YouScan): Monitors brand mentions, audience sentiment, and trends
- Reporting & Data Integration (Supermetrics): Centralises data from multiple channels for performance reporting
- Project Management & Collaboration (Asana, Trello, Smartsheet): Facilitates planning, task management, and team coordination
- Design & Content Creation (Canva, Figma, HubSpot ): Helps build landing pages, visuals, and content assets
Signs You Might Enjoy a Career in Growth Marketing
Wondering if this fast-paced, analytical, and creative field suits your strengths? These indicators suggest growth marketing might be a career you’d find both rewarding and fulfilling:
- You’re analytical and curious: You enjoy uncovering trends in data, making informed decisions, and asking “why” behind every campaign outcome
- You’re adaptable: Rapid changes in tools, algorithms, and consumer behaviour don’t intimidate you—they energise you
- You like experimenting: Testing new ideas and learning from failure is part of how you work and grow
- You balance creativity with logic: You can develop imaginative campaigns and still measure results with precision
- You think in terms of strategy and scale: You’re always asking, “How can we make this bigger and better?”
- You’re collaborative: You enjoy cross-functional collaboration—from designers and product managers to sales teams
Developing a Successful Growth Marketing Strategy
An effective growth marketing strategy is at the heart of any sustainable business expansion. It requires a systematic, data-informed approach that continuously adapts to audience needs and market changes. Here are the essential components to consider:
- Set Clear, Measurable Objectives Align your marketing goals with broader business objectives—whether it’s increasing customer acquisition, enhancing brand visibility, or improving retention.
- Understand Your Target Audience Conduct in-depth market research to build data-rich buyer personas and personalise your messaging.
- Choose the Right Channels Select and prioritise channels like SEO, email, social media, and paid ads based on where your audience spends their time and what brings the best ROI.
- Build a Content Engine Develop high-quality, search-optimised, and audience-relevant content across formats—blogs, videos, infographics, and more.
- Leverage Automation Tools Automate repetitive tasks such as email workflows, lead nurturing, and performance reporting to improve efficiency.
- Test Relentlessly (A/B Testing) Constantly experiment with campaign elements—CTAs, landing pages, subject lines—to optimise performance.
- Track and Analyse KPIs Use analytics tools to monitor metrics like Customer Acquisition Cost (CAC), Lifetime Value (LTV), and conversion rates, and identify trends to guide optimisation.
- Iterate and Optimise A great strategy is never final. Use data insights and feedback loops to evolve and scale what works best.
How to Become a Growth Marketing Manager
If you’re inspired by this role, here’s a roadmap to help you enter the field, where strong communication skills are just as important as technical knowledge.
1. Build Foundational Knowledge
Earn a degree in marketing, business, or a related field. Consider certifications in digital marketing, analytics, or growth hacking to strengthen your profile.
2. Develop Relevant Skills
Master SEO, content marketing, email marketing, social media, and analytics tools. Tools like Google Analytics, HubSpot, SQL, and A/B testing platforms are highly valued.
3. Gain Hands-On Experience
Start with internships, freelance projects, or entry-level marketing roles in companies. Focus on campaigns that deliver measurable results and demonstrate your growth mindset.
4. Stay Curious and Adaptable
Follow marketing trends, attend webinars, and join communities. Growth marketing is about learning, testing, and evolving continuously.
5. Pursue Advanced Education
An advanced program like the EDHEC Online Master of Science in Strategic Marketing can equip you with deep expertise in digital marketing, data analysis, and consumer behaviour.
Is Growth Marketing a Good Career Choice Today?
Choosing a career path in today’s rapidly evolving digital world can be challenging. Growth marketing stands out as a field that not only blends creativity with analytics but also offers strong professional rewards and long-term potential. Whether you’re starting out or looking to shift roles, understanding the responsibilities of a growth marketing manager and the benefits of this dynamic position can help guide your next steps.
- Enter a dynamic, innovation-led field where no two days are the same
- Benefit from high demand across industries such as tech, e-commerce, and fintech
- Earn competitive salaries with clear performance-based growth potential
- Build a strong foundation for leadership roles, including paths to becoming a Chief Growth Officer
Growth Marketing: Trends Shaping Job Demand and Industry Opportunities
The role of marketing managers, particularly in growth-focused domains, is expanding rapidly. According to industry forecasts, roles related to digital strategy and data-driven marketing are among the fastest-growing in the marketing field.
Growth Drivers:
- Expansion of e-commerce and app-based services
- Increasing importance of data and personalisation
- Greater emphasis on ROI and measurable results
These shifts are fuelling demand for hybrid professionals who combine business acumen with marketing innovation—precisely the profile of a growth marketing manager.
Exploring Specialisations in Growth Marketing
Growth marketing offers a range of specialisations that allow professionals to focus on different strategic areas based on their strengths and interests:
Digital Marketing Growth Manager:
Focuses on scaling digital marketing campaigns across paid media, SEO, and email to drive measurable user growth.
Growth Product Marketing Manager:
Bridges product development and marketing by creating positioning, messaging, and go-to-market strategies that drive product adoption and growth.
Growth SEO Specialist:
Concentrates on improving organic visibility, keyword rankings, and technical SEO as a core driver of acquisition.
Lifecycle Marketing Manager:
Oversees the customer journey post-acquisition, with a strong emphasis on communication strategies that drive engagement, improve retention, and enhance customer lifetime value through email, in-app messaging, and loyalty campaigns.
Acquisition Marketing Manager:
Specialises in paid media and direct response marketing to acquire new users efficiently.
Data-Driven Marketing Analyst:
Supports all growth functions with deep insights from data, helping to validate strategies and uncover new opportunities.
Each path offers unique challenges and requires distinct skill sets—from technical fluency and campaign management to customer research and product alignment—making it possible to tailor your career based on your professional goals.
Career Progression for a Growth Marketer
The path to becoming a successful growth marketing professional typically evolves through several key stages. Starting with foundational roles and leading to strategic leadership, each step offers new challenges, responsibilities, and salary potential.
Growth Marketing Intern:
Early exposure to campaign setup, basic analytics, and core digital channels.
Junior Growth Marketer:
Supports strategy execution, engages in A/B testing, and begins cross-functional collaboration.
Growth Marketer:
Leads full-funnel marketing initiatives, manages campaigns, and contributes to business growth.
Senior Growth Marketer:
Oversees strategic planning, mentors junior staff, and optimises growth frameworks.
Growth Marketing Director:
Shapes company-wide marketing strategy, leads cross-functional teams, and ensures sustainable growth.
Each phase demands a mix of analytical thinking, creative problem-solving, and team leadership—making growth marketing a career built on both strategy and impact.
Growth Marketing vs Marketing Management: What’s the Difference?
While both roles share foundational marketing principles, their objectives and approaches differ.
- Growth Marketing Manager: Focus on experimentation, data, and full-funnel strategies
- Marketing Manager: Oversees brand positioning, messaging, and broader campaign planning
Both roles are vital, and in many organisations, they work hand-in-hand to drive business results.
Career Outlook and Salary
The career outlook for growth marketing managers remains strong across industries, particularly in digital-first and tech-driven businesses. These professionals are in high demand for their ability to merge data insights with creative strategies that generate measurable impact through focused marketing efforts.
In France, the average gross salary for a growth marketing manager is €70,248 per year, with an equivalent hourly rate of €34. Entry-level professionals (with 1–3 years of experience) earn around €38,568, while senior professionals (8+ years of experience) can expect salaries averaging €89,708 annually. Additionally, professionals in this role often receive an average bonus of €8,198 per year.
These figures highlight the earning potential and growth trajectory of the role, especially for professionals who continue to upskill and deliver consistent business value.
Succeed as a Growth Marketing Manager with EDHEC
Interested in pursuing a career as a growth marketing manager? It’s important to acknowledge that this is a competitive and demanding field, gaining traction and standing out can be challenging. That’s why continuing education plays a key role: it allows you to upskill, broaden your digital marketing expertise, and strengthen your profile.
EDHEC’s Online Master of Science in Strategic Marketing is designed for forward-thinking professionals who want to thrive in this dynamic environment. With a strategic, data-informed approach to modern marketing, it equips you with the tools, skills, and hands-on experience you need to succeed. This degree helps you make informed decisions and propose actionable insights across all marketing efforts.
The next intake begins in August 2025, making this the perfect time to start planning your application.
