Growth Manager

What a growth manager does

A growth manager works across the whole customer journey: from advertising and acquisition to the first purchase and repeat use. They propose growth hypotheses, run experiments, analyze results and scale what works. They collaborate with marketing, sales, product and analytics teams. The main question is how to increase customers and revenue efficiently.

Skills you need

• analytical thinking and working with data
• understanding of the marketing and sales funnel
• planning experiments and evaluating results
• creativity when generating hypotheses
• working with analytics and advertising tools
• communication with different teams
• practicality: results come first

How to start and learn

Start with the basics of digital marketing and analytics: the funnel, the customer journey and key metrics. Then learn to plan experiments: hypothesis, measurement, conclusion. The best experience is your own small project or a training case where you test hypotheses and compare results. Many people come from marketing, sales or analytics.

It is important not only to run experiments but also to record their results: what was tested, what came out and what conclusion was drawn. Over time such a log becomes a specialist's main asset. Do not try to change everything at once: change one factor at a time so you understand what exactly produced the result.

Where growth managers work in Armenia

Growth managers are sought by startups and product companies, online services and e-commerce companies, and marketing agencies. Consulting and freelance work are possible. Growth paths include senior growth manager, head of marketing and product manager. The choice of direction depends on your interests, and many specialists try several roles before finding the right one. It is important to keep learning and to document your experience.