Growth Marketing — M5
DEMAND.GROWTHMA6F31.M5
Growth Marketing (Management track) — leads teams that own the full growth funnel (acquisition, activation, retention, referral) through systematic experimentation, paid/organic channel management, and lifecycle optimization. Distinct from pure Demand Gen (top-of-funnel pipeline) and Performance Media (channel buying) by its end-to-end funnel ownership, CRO/experimentation rigor, and accountability for CAC/LTV economics across the customer lifecycle.
Growth Marketing (Management track) — leads teams that own the full growth funnel (acquisition, activation, retention, referral) through systematic experimentation, paid/organic channel management, and lifecycle optimization. Distinct from pure Demand Gen (top-of-funnel pipeline) and Performance Media (channel buying) by its end-to-end funnel ownership, CRO/experimentation rigor, and accountability for CAC/LTV economics across the customer lifecycle.
Focus — Growth Marketing
Growth Marketing (Management track) — leads teams that own the full growth funnel (acquisition, activation, retention, referral) through systematic experimentation, paid/organic channel management, and lifecycle optimization. Distinct from pure Demand Gen (top-of-funnel pipeline) and Performance Media (channel buying) by its end-to-end funnel ownership, CRO/experimentation rigor, and accountability for CAC/LTV economics across the customer lifecycle.
Material PAY and SKILL differential vs the function baseline.
Responsibilities by level
What this person actually does at each level on the management track — escalating scope, not one generic blob. Your level is highlighted.
- Supervises a small team of growth marketers executing day-to-day campaign operations, A/B tests, and channel optimizations against weekly targets
- Oversees the launch and analysis of A/B and multivariate experiments across acquisition and conversion touchpoints, ensuring tests are correctly instrumented in Mixpanel/Amplitude/GA4
- Manages day-to-day paid acquisition spend across Google, Meta, and LinkedIn within an allocated budget, monitoring CAC against established benchmarks
- Reviews subscriber list growth, conversion rate, and cohort dashboards built by the team, reporting unit performance to the growth manager
- Coaches individual contributors on optimization techniques, tooling (HubSpot, SEMrush, Hotjar), and experimentation fundamentals
- Leads a skilled team owning the day-to-day operations of growth campaigns across the full acquisition-to-referral funnel, accountable for tactical outcomes
- Owns the design and prioritization of the experimentation roadmap (using ICE/PIE scoring), making judgment calls on which CRO and funnel tests to run within known channel constraints
- Manages paid acquisition budgets across multiple channels, optimizing allocation for CAC and LTV and reallocating spend based on cohort performance
- Coordinates cross-functional cooperation with content, lifecycle, and product teams to map and optimize each funnel stage from acquisition through retention
- Builds and maintains the team's growth dashboards and cohort reporting, surfacing key metrics and experiment results to leadership
- Manages the growth marketing department, owning operations and budgets across acquisition, lifecycle/SEO, and CRO programs
- Evaluates diverse growth issues and emerging channel/cohort trends to set the quarterly growth strategy and shift investment toward highest-ROI levers
- Directs cross-functional growth initiatives, leading marketing professionals and partnering with product and analytics on funnel and activation experiments
- Owns the channel-mix budget allocation across Google, Meta, LinkedIn, SEO, and lifecycle, defending CAC/LTV targets and forecasting growth contribution
- Establishes the team's experimentation culture, analytics standards, and reporting cadence to executive leadership; mentors and develops managers and senior ICs
- Manages multiple growth sections (paid acquisition, lifecycle/retention, CRO/experimentation), aligning team strategies with company business objectives
- Sets growth policies and prioritization frameworks across departments where misallocation could jeopardize pipeline and revenue targets
- Engages senior leaders on growth strategy, translating funnel economics (CAC, LTV, payback) into resourcing and channel investment decisions
- Oversees significant cross-channel marketing budgets across multiple teams, governing spend efficiency and the integrity of the analytics/attribution stack (Segment, Snowflake, GA4)
- Drives innovation in growth methods and scalable experimentation infrastructure across the function; develops second-line managers and senior talent
- Directs the company-wide growth organization through department managers, with decisions impacting division and overall company operations
- Defines the methods, growth model, and operating frameworks (AARRR funnel, experimentation governance) that drive sustainable acquisition and retention at scale
- Owns and allocates the total growth budget across all channels, accountable to the C-suite for CAC/LTV economics and growth contribution to revenue
- Influences executives and key partners on growth vision, channel strategy, and major investment trade-offs across the business
- Builds and leads the growth leadership bench, defining the talent strategy, experimentation culture, and analytics maturity for the function
Level guidelines
The universal leveling rubric applied to this function — how scope, complexity, collaboration, and experience step up across levels.
| Level | Knowledge & Application | Complexity & Problem Solving | Collaboration & Interaction | Typical Degree & Years |
|---|---|---|---|---|
| M1 | Applies functional expertise in campaign execution, A/B testing, and channel optimization using established growth practices and tooling (GA4, HubSpot, SEMrush) to supervise a unit's daily work. | Solves problems of limited scope within established practices — optimizing live campaigns and resolving test/instrumentation issues against short-term targets. | Daily interaction with team members and marketing peers; reports unit performance to a growth manager. | Functional growth expert with some leadership exposure; first-line supervisory responsibility. |
| M2 | Applies deep growth-funnel and experimentation knowledge to lead a skilled team, exercising judgment within known channel, budget, and metric factors. | Makes judgments within known factors — prioritizing the experiment roadmap and reallocating budget across channels to hit tactical CAC/LTV outcomes. | Drives cross-functional cooperation with content, lifecycle, and product teams; owns tactical reporting to leadership. | 2–5 years in team leadership or specialist growth roles. |
| M3 | Applies broad growth-marketing knowledge across acquisition, lifecycle, and CRO to run a department, evaluating diverse issues and trends to set quarterly strategy. | Addresses diverse growth issues and evaluates channel/cohort trends to define strategy and shift investment within the department's budget. | Leads functional and cross-functional growth teams; reports growth performance directly to executive leadership. | 5–7+ years managing growth professionals and budgets. |
| M4 | Applies strategic knowledge across multiple growth sections, setting policies that align team execution with company business objectives. | Solves complex multi-section problems where misallocated budget or strategy could jeopardize pipeline and revenue activities. | Engages senior leaders on functional growth strategy and resourcing; oversees multiple teams and the analytics stack. | 8–10+ years with complex team and multi-function growth leadership. |
| M5 | Defines org-wide growth methods, models, and operating frameworks with business-wide implications, leading through department managers. | Resolves complex, org-wide growth issues — defining the growth model and budget strategy that impact division and company operations. | Influences executives and key partners on growth vision and major investment trade-offs across the business. | 10–12+ years including second-level management and growth strategy work. |
Skills
Focus-specific skills the role applies — the relevance layer beyond the occupational base.
- Funnel Optimization
- Mapping and optimizing each stage of the customer journey from acquisition through activation, retention, and referral to maximize end-to-end growth.
- A/B Testing & Experimentation
- Designing, launching, and analyzing A/B tests and multivariate experiments across channels and product touchpoints to drive measurable growth.
- Conversion Rate Optimization (CRO)
- Improving the rate at which users convert through the funnel via systematic testing and behavior analysis.
- Budget Management
- Managing significant marketing budgets and allocating resources across growth channels to optimize CAC and LTV.
- Analytics
- Strong knowledge of analytics tools such as Google Analytics, Mixpanel, and Amplitude for event-based and behavioral analytics to inform growth decisions.
- Data Analysis
- Demonstrated ability to analyze data, cohort behavior, and provide actionable insights that direct growth strategy and reporting to leadership.
- SEO/SEM
- Hands-on experience with search engine optimization and search engine marketing for driving organic and paid traffic.
- User Acquisition, Retention & Activation
- Solid understanding of strategies to acquire, activate, and retain users across the lifecycle.
- Marketing Automation
- Proficiency in marketing automation platforms to manage lifecycle and campaign workflows across the funnel.
- Growth Frameworks
- Familiarity with Pirate Metrics (AARRR), Jobs to Be Done, and prioritization frameworks like ICE or PIE scoring to structure the experimentation roadmap.
- Team Leadership
- Leading and mentoring cross-functional growth teams and fostering a culture of experimentation.
- User Segmentation
- Segmenting users for targeted acquisition, retention, and activation strategies.
Provenance
The evidence base behind this profile — every layer is sourced; quality is scored by an adversarial review panel (1–5; passes at ≥4 on the minimum dimension).
Level — M5 — Senior Director
Leads multiple functions or a large department; drives multi-year strategy.
- Scope
- Multiple functions or a large department
- Autonomy
- Owns multi-year strategy for the area
- Complexity
- Org-level trade-offs and investment
- Impact
- Multi-function results
- Decision rights
- Owns investment and org design across functions
- Leadership
- Leads directors and managers
- Typical experience
- 12–18 yrs
Adjacent roles
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O*NET / SOC
- code=11-2021source=jfm-factory.resolve