A Head of Growth Marketing is a professional who plays a crucial role in driving the growth and success of a company. They are responsible for developing and executing marketing strategies that focus on increasing customer acquisition, retention, and revenue generation. In this blog post, we describe the primary responsibilities and the most in-demand hard and soft skills for a Head of Growth Marketing.

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Main Responsibilities of a Head of Growth Marketing

The following list describes the typical responsibilities of a Head of Growth Marketing:

Analyze

• Analyze data and metrics to measure campaign performance.

• Analyze data, synthesise outcomes / opinions to build hypothesise for tactical testing.

Build

Build a great marketing organization from the ground up.

Carry out

Carry out competitor analysis and ensure the company remains an industry pioneer.

Collaborate with

• Collaborate with cross-functional teams to align growth strategies.

• Collaborate with product teams to align marketing efforts with product launches.

Conduct

• Conduct A/B testing to optimize marketing strategies.

• Conduct customer segmentation and targeting.

• Conduct customer surveys and analyze feedback.

• Conduct market research to identify growth opportunities.

Coordinate

Coordinate the execution of the customer growth programmes.

Create

Create and manage marketing budgets.

Define

Define target audience segments and create customer personas.

Design

• Design and define the company's customer growth strategy.

• Design and implement effective CRM and retention programs across multiple touch points.

• Design and implement top quality new software solutions.

Develop

• Develop and execute email marketing campaigns.

• Develop and execute marketing campaigns across various channels.

• Develop and implement strategic growth plans.

• Develop and maintain a strong brand presence.

• Develop and maintain relationships with media outlets and influencers.

• Develop partnerships and collaborations with relevant stakeholders.

Enhance

Enhance relationships with external resources to contribute to localisation / content deliveries.

Ensure

Ensure the brand voice is consistently deployed across all channels and collateral.

Focus on

Focus on long-term, relentless sustainable growth with a strong inclination towards scalability.

Gather

Gather client requirements and turn these into detailed, unambiguous and accurate specifications.

Identify

• Identify and implement innovative marketing strategies.

• Identify and leverage new growth channels.

• Identify key performance indicators (KPIs) and track marketing goals.

• Identify, model and communicate strategic growth opportunities for evaluation.

Invest

Invest in creating a customer-obsessed culture through research, testing and internal feedback loops.

Launch

Launch our content & SEO effort, and manage the employees and contractors needed to grow it.

Lead

• Lead customer acquisition and retention efforts across all paid channels, email, and SMS.

• Lead Digital Marketing capability, managing digital team, budget and agency roster.

• Lead inbound campaign management and website optimisation.

• Lead the paid search team and take ownership of the quality and efficiency of output.

Love

Love managing and supporting your team and making things happen.

Make

• Make key strategic decisions at a company level.

• Make our customers' supply chain their competitive advantage.

Manage

• Manage and improve Growth SCRUM (agile methodology).

• Manage and lead a team of growth marketers.

• Manage CAC and understand LTV and ARPU segmentations.

• Manage performance marketing agencies.

• Manage the build of sometimes complex implementations, and ensure this is done to specification.

Monitor

• Monitor and optimize the customer lifecycle journey.

• Monitor and report on marketing campaign performance to stakeholders.

• Monitor industry trends and competitor activities.

Optimize

• Optimize customer acquisition using a number of paid / non-paid online / offline channels.

• Optimize the acquisition funnels for relevant conversions.

• Optimize the revenue funnel via robust and systematic testing.

• Optimize customer acquisition funnels to maximize conversions.

• Optimize website and landing pages for conversion rate optimization.

Oversee

• Oversee all paid acquisition efforts and manage Workable's demand gen budget.

• Oversee the development of marketing collateral and assets.

Own

Own strategy and plan and team for our Growth Marketing.

Perform

Perform testing and optimisation on keywords, bids, audiences, user behaviour, location & devices.

Plan

Plan, execute and optimise Enterprise Tier 1 ABM acquisition program.

Provide

• Provide consistent feedback on localisation quality & ensure consistency across all messaging.

• Provide monthly and weekly reports related to ROI, revenue and goals.

Recruit

Recruit and manage a high performance growth marketing team.

Report

Report on self-service acquisition and revenue metrics.

Solve

Solve challenging technical problems using a structured and logical approach.

Stay updated with

Stay up-to-date with the latest marketing technologies and trends.

Take

Take responsibility for international paid search activity.

Understand

Understand and enjoy the mission of scaling acquisition strategies.

Update

Update and maintain the existing glossary and brand tone of voice for each type of content.

Use

Use a data-driven methodology to improve effectiveness in all marketing paid channels.

Utilize

• UtilUtilizeise the latest tools and features of search platforms and measure the value of any new features.

• Utilize data-driven insights to inform marketing decisions.

• Utilize digital marketing techniques such as SEO, SEM, and PPC.

• Utilize marketing automation tools to streamline processes.

Most In-demand Hard Skills

The following list describes the most required technical skills of a Head of Growth Marketing:

1. Data analysis and interpretation

2. Digital advertising platforms (e.g., Google Ads, Facebook Ads)

3. Marketing analytics tools (e.g., Google Analytics, Mixpanel)

4. A/B testing and experimentation

5. Search engine optimization (SEO)

6. Conversion rate optimization (CRO)

7. Customer relationship management (CRM) systems

8. Marketing automation platforms

9. Content management systems (CMS)

10. Web analytics and tracking tools

11. Email marketing platforms

12. Social media marketing tools and analytics

13. Web development and basic coding skills (HTML, CSS)

14. Data visualization tools (e.g., Tableau, Power BI)

15. Project management tools (e.g., Asana, Trello)

16. Marketing attribution modeling

17. Customer journey mapping

18. Competitive analysis tools

19. Marketing funnel optimization

20. Mobile marketing strategies and tools

Most In-demand Soft Skills

The following list describes the most required soft skills of a Head of Growth Marketing:

1. Strategic thinking and planning

2. Leadership and team management

3. Analytical mindset

4. Strong communication and interpersonal skills

5. Problem-solving and critical thinking

6. Creativity and innovation

7. Adaptability and flexibility

8. Collaboration and teamwork

9. Result-driven mindset

10. Continuous learning and self-improvement

Conclusion

In conclusion, the role of a Head of Growth Marketing is multifaceted and requires a combination of technical expertise and soft skills. They are responsible for driving the growth of a company by developing and executing marketing strategies, optimizing customer acquisition funnels, and analyzing data to measure performance. In addition to a strong grasp of marketing tools and techniques, they must possess essential soft skills such as leadership, communication, and strategic thinking.