Goal templates — Growth Marketing — M2

Demand Generation & Growth Marketing · Growth Marketing · M2 — Manager II

These are canon-derived frames, not advice: every line is either verbatim JobFrame canon text or a fixed template wrapping it. ⟨target⟩ / ⟨baseline⟩ / ⟨date⟩ are placeholders for the manager to fill in. Nothing here is generated by AI — rows are omitted, never invented, when the canon lacks the underlying field.

SMART goals

One row per canon core output / responsibility this level owns.

JFM responsibility (M2)

Leads a skilled team owning the day-to-day operations of growth campaigns across the full acquisition-to-referral funnel, accountable for tactical outcomes

Specific: Deliver: "Leads a skilled team owning the day-to-day operations of growth campaigns across the full acquisition-to-referral funnel, accountable for tactical outcomes"
Measurable: Move the metric this drives from ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩.
Achievable: Scoped to this level's jfm complexity/problem-solving rubric: "Makes judgments within known factors — prioritizing the experiment roadmap and reallocating budget across channels to hit tactical CAC/LTV outcomes."
Relevant: Advances the Demand Generation & Growth Marketing · Growth Marketing mandate for a M2 — Manager II.
Time-bound: ⟨date⟩

JFM responsibility (M2)

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

Specific: Deliver: "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"
Measurable: Move the metric this drives from ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩.
Achievable: Scoped to this level's jfm complexity/problem-solving rubric: "Makes judgments within known factors — prioritizing the experiment roadmap and reallocating budget across channels to hit tactical CAC/LTV outcomes."
Relevant: Advances the Demand Generation & Growth Marketing · Growth Marketing mandate for a M2 — Manager II.
Time-bound: ⟨date⟩

JFM responsibility (M2)

Manages paid acquisition budgets across multiple channels, optimizing allocation for CAC and LTV and reallocating spend based on cohort performance

Specific: Deliver: "Manages paid acquisition budgets across multiple channels, optimizing allocation for CAC and LTV and reallocating spend based on cohort performance"
Measurable: Move the metric this drives from ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩.
Achievable: Scoped to this level's jfm complexity/problem-solving rubric: "Makes judgments within known factors — prioritizing the experiment roadmap and reallocating budget across channels to hit tactical CAC/LTV outcomes."
Relevant: Advances the Demand Generation & Growth Marketing · Growth Marketing mandate for a M2 — Manager II.
Time-bound: ⟨date⟩

JFM responsibility (M2)

Coordinates cross-functional cooperation with content, lifecycle, and product teams to map and optimize each funnel stage from acquisition through retention

Specific: Deliver: "Coordinates cross-functional cooperation with content, lifecycle, and product teams to map and optimize each funnel stage from acquisition through retention"
Measurable: Move the metric this drives from ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩.
Achievable: Scoped to this level's jfm complexity/problem-solving rubric: "Makes judgments within known factors — prioritizing the experiment roadmap and reallocating budget across channels to hit tactical CAC/LTV outcomes."
Relevant: Advances the Demand Generation & Growth Marketing · Growth Marketing mandate for a M2 — Manager II.
Time-bound: ⟨date⟩

JFM responsibility (M2)

Builds and maintains the team's growth dashboards and cohort reporting, surfacing key metrics and experiment results to leadership

Specific: Deliver: "Builds and maintains the team's growth dashboards and cohort reporting, surfacing key metrics and experiment results to leadership"
Measurable: Move the metric this drives from ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩.
Achievable: Scoped to this level's jfm complexity/problem-solving rubric: "Makes judgments within known factors — prioritizing the experiment roadmap and reallocating budget across channels to hit tactical CAC/LTV outcomes."
Relevant: Advances the Demand Generation & Growth Marketing · Growth Marketing mandate for a M2 — Manager II.
Time-bound: ⟨date⟩

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1. Leads a skilled team owning the day-to-day operations of growth campaigns across the full acquisition-to-referral funnel, accountable for tactical outcomes  [source: JFM responsibility (M2)]
   Specific:    Deliver: "Leads a skilled team owning the day-to-day operations of growth campaigns across the full acquisition-to-referral funnel, accountable for tactical outcomes"
   Measurable:  Move the metric this drives from ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩.
   Achievable:  Scoped to this level's jfm complexity/problem-solving rubric: "Makes judgments within known factors — prioritizing the experiment roadmap and reallocating budget across channels to hit tactical CAC/LTV outcomes."
   Relevant:    Advances the Demand Generation & Growth Marketing · Growth Marketing mandate for a M2 — Manager II.
   Time-bound:  ⟨date⟩

2. 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  [source: JFM responsibility (M2)]
   Specific:    Deliver: "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"
   Measurable:  Move the metric this drives from ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩.
   Achievable:  Scoped to this level's jfm complexity/problem-solving rubric: "Makes judgments within known factors — prioritizing the experiment roadmap and reallocating budget across channels to hit tactical CAC/LTV outcomes."
   Relevant:    Advances the Demand Generation & Growth Marketing · Growth Marketing mandate for a M2 — Manager II.
   Time-bound:  ⟨date⟩

3. Manages paid acquisition budgets across multiple channels, optimizing allocation for CAC and LTV and reallocating spend based on cohort performance  [source: JFM responsibility (M2)]
   Specific:    Deliver: "Manages paid acquisition budgets across multiple channels, optimizing allocation for CAC and LTV and reallocating spend based on cohort performance"
   Measurable:  Move the metric this drives from ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩.
   Achievable:  Scoped to this level's jfm complexity/problem-solving rubric: "Makes judgments within known factors — prioritizing the experiment roadmap and reallocating budget across channels to hit tactical CAC/LTV outcomes."
   Relevant:    Advances the Demand Generation & Growth Marketing · Growth Marketing mandate for a M2 — Manager II.
   Time-bound:  ⟨date⟩

4. Coordinates cross-functional cooperation with content, lifecycle, and product teams to map and optimize each funnel stage from acquisition through retention  [source: JFM responsibility (M2)]
   Specific:    Deliver: "Coordinates cross-functional cooperation with content, lifecycle, and product teams to map and optimize each funnel stage from acquisition through retention"
   Measurable:  Move the metric this drives from ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩.
   Achievable:  Scoped to this level's jfm complexity/problem-solving rubric: "Makes judgments within known factors — prioritizing the experiment roadmap and reallocating budget across channels to hit tactical CAC/LTV outcomes."
   Relevant:    Advances the Demand Generation & Growth Marketing · Growth Marketing mandate for a M2 — Manager II.
   Time-bound:  ⟨date⟩

5. Builds and maintains the team's growth dashboards and cohort reporting, surfacing key metrics and experiment results to leadership  [source: JFM responsibility (M2)]
   Specific:    Deliver: "Builds and maintains the team's growth dashboards and cohort reporting, surfacing key metrics and experiment results to leadership"
   Measurable:  Move the metric this drives from ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩.
   Achievable:  Scoped to this level's jfm complexity/problem-solving rubric: "Makes judgments within known factors — prioritizing the experiment roadmap and reallocating budget across channels to hit tactical CAC/LTV outcomes."
   Relevant:    Advances the Demand Generation & Growth Marketing · Growth Marketing mandate for a M2 — Manager II.
   Time-bound:  ⟨date⟩

OKRs

Objectives from this level's core outputs; key results only where a real dimension or capability backs them.

JFM responsibility (M2)

Leads a skilled team owning the day-to-day operations of growth campaigns across the full acquisition-to-referral funnel, accountable for tactical outcomes

From ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩ — tied to: "Leads a skilled team owning the day-to-day operations of growth campaigns across the full acquisition-to-referral funnel, accountable for tactical outcomes"
Evidence at this level's scope bar: "An established team or sub-function" — ⟨target⟩ by ⟨date⟩

JFM responsibility (M2)

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

From ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩ — tied to: "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"
Evidence at this level's autonomy bar: "Owns planning for the group" — ⟨target⟩ by ⟨date⟩

JFM responsibility (M2)

Manages paid acquisition budgets across multiple channels, optimizing allocation for CAC and LTV and reallocating spend based on cohort performance

From ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩ — tied to: "Manages paid acquisition budgets across multiple channels, optimizing allocation for CAC and LTV and reallocating spend based on cohort performance"
Evidence at this level's complexity bar: "Cross-project coordination and priorities" — ⟨target⟩ by ⟨date⟩

JFM responsibility (M2)

Coordinates cross-functional cooperation with content, lifecycle, and product teams to map and optimize each funnel stage from acquisition through retention

From ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩ — tied to: "Coordinates cross-functional cooperation with content, lifecycle, and product teams to map and optimize each funnel stage from acquisition through retention"
Evidence at this level's impact bar: "Group delivery and development" — ⟨target⟩ by ⟨date⟩

JFM responsibility (M2)

Builds and maintains the team's growth dashboards and cohort reporting, surfacing key metrics and experiment results to leadership

From ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩ — tied to: "Builds and maintains the team's growth dashboards and cohort reporting, surfacing key metrics and experiment results to leadership"
Evidence at this level's decision rights bar: "Owns staffing, priorities, performance for the group" — ⟨target⟩ by ⟨date⟩

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Objective 1: Leads a skilled team owning the day-to-day operations of growth campaigns across the full acquisition-to-referral funnel, accountable for tactical outcomes  [source: JFM responsibility (M2)]
  KR1. From ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩ — tied to: "Leads a skilled team owning the day-to-day operations of growth campaigns across the full acquisition-to-referral funnel, accountable for tactical outcomes"
  KR2. Evidence at this level's scope bar: "An established team or sub-function" — ⟨target⟩ by ⟨date⟩

Objective 2: 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  [source: JFM responsibility (M2)]
  KR1. From ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩ — tied to: "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"
  KR2. Evidence at this level's autonomy bar: "Owns planning for the group" — ⟨target⟩ by ⟨date⟩

Objective 3: Manages paid acquisition budgets across multiple channels, optimizing allocation for CAC and LTV and reallocating spend based on cohort performance  [source: JFM responsibility (M2)]
  KR1. From ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩ — tied to: "Manages paid acquisition budgets across multiple channels, optimizing allocation for CAC and LTV and reallocating spend based on cohort performance"
  KR2. Evidence at this level's complexity bar: "Cross-project coordination and priorities" — ⟨target⟩ by ⟨date⟩

Objective 4: Coordinates cross-functional cooperation with content, lifecycle, and product teams to map and optimize each funnel stage from acquisition through retention  [source: JFM responsibility (M2)]
  KR1. From ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩ — tied to: "Coordinates cross-functional cooperation with content, lifecycle, and product teams to map and optimize each funnel stage from acquisition through retention"
  KR2. Evidence at this level's impact bar: "Group delivery and development" — ⟨target⟩ by ⟨date⟩

Objective 5: Builds and maintains the team's growth dashboards and cohort reporting, surfacing key metrics and experiment results to leadership  [source: JFM responsibility (M2)]
  KR1. From ⟨baseline⟩ to ⟨target⟩ by ⟨date⟩ — tied to: "Builds and maintains the team's growth dashboards and cohort reporting, surfacing key metrics and experiment results to leadership"
  KR2. Evidence at this level's decision rights bar: "Owns staffing, priorities, performance for the group" — ⟨target⟩ by ⟨date⟩

MBO areas

Key result areas from this level's responsibilities, each with a standard grounded in the canon leveling rubric where one exists.

Area	Standard	Target	Due
Leads a skilled team owning the day-to-day operations of growth campaigns across the full acquisition-to-referral funnel, accountable for tactical outcomes	Consistent with this level's jfm knowledge-application rubric: "Applies deep growth-funnel and experimentation knowledge to lead a skilled team, exercising judgment within known channel, budget, and metric factors."	⟨target⟩	⟨date⟩
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	Consistent with this level's jfm knowledge-application rubric: "Applies deep growth-funnel and experimentation knowledge to lead a skilled team, exercising judgment within known channel, budget, and metric factors."	⟨target⟩	⟨date⟩
Manages paid acquisition budgets across multiple channels, optimizing allocation for CAC and LTV and reallocating spend based on cohort performance	Consistent with this level's jfm knowledge-application rubric: "Applies deep growth-funnel and experimentation knowledge to lead a skilled team, exercising judgment within known channel, budget, and metric factors."	⟨target⟩	⟨date⟩
Coordinates cross-functional cooperation with content, lifecycle, and product teams to map and optimize each funnel stage from acquisition through retention	Consistent with this level's jfm knowledge-application rubric: "Applies deep growth-funnel and experimentation knowledge to lead a skilled team, exercising judgment within known channel, budget, and metric factors."	⟨target⟩	⟨date⟩
Builds and maintains the team's growth dashboards and cohort reporting, surfacing key metrics and experiment results to leadership	Consistent with this level's jfm knowledge-application rubric: "Applies deep growth-funnel and experimentation knowledge to lead a skilled team, exercising judgment within known channel, budget, and metric factors."	⟨target⟩	⟨date⟩

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1. Area: Leads a skilled team owning the day-to-day operations of growth campaigns across the full acquisition-to-referral funnel, accountable for tactical outcomes  [source: JFM responsibility (M2) — reused, no distinct responsibility content]
   Standard: Consistent with this level's jfm knowledge-application rubric: "Applies deep growth-funnel and experimentation knowledge to lead a skilled team, exercising judgment within known channel, budget, and metric factors."
   Target:   ⟨target⟩   Due: ⟨date⟩

2. Area: 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  [source: JFM responsibility (M2) — reused, no distinct responsibility content]
   Standard: Consistent with this level's jfm knowledge-application rubric: "Applies deep growth-funnel and experimentation knowledge to lead a skilled team, exercising judgment within known channel, budget, and metric factors."
   Target:   ⟨target⟩   Due: ⟨date⟩

3. Area: Manages paid acquisition budgets across multiple channels, optimizing allocation for CAC and LTV and reallocating spend based on cohort performance  [source: JFM responsibility (M2) — reused, no distinct responsibility content]
   Standard: Consistent with this level's jfm knowledge-application rubric: "Applies deep growth-funnel and experimentation knowledge to lead a skilled team, exercising judgment within known channel, budget, and metric factors."
   Target:   ⟨target⟩   Due: ⟨date⟩

4. Area: Coordinates cross-functional cooperation with content, lifecycle, and product teams to map and optimize each funnel stage from acquisition through retention  [source: JFM responsibility (M2) — reused, no distinct responsibility content]
   Standard: Consistent with this level's jfm knowledge-application rubric: "Applies deep growth-funnel and experimentation knowledge to lead a skilled team, exercising judgment within known channel, budget, and metric factors."
   Target:   ⟨target⟩   Due: ⟨date⟩

5. Area: Builds and maintains the team's growth dashboards and cohort reporting, surfacing key metrics and experiment results to leadership  [source: JFM responsibility (M2) — reused, no distinct responsibility content]
   Standard: Consistent with this level's jfm knowledge-application rubric: "Applies deep growth-funnel and experimentation knowledge to lead a skilled team, exercising judgment within known channel, budget, and metric factors."
   Target:   ⟨target⟩   Due: ⟨date⟩

Scorecard

Only perspectives with real canon backing are shown — no Financial or Customer perspective, since nothing in the canon grounds business-financial or customer measures for a role alone.

Internal process

"Leads a skilled team owning the day-to-day operations of growth campaigns across the full acquisition-to-referral funnel, accountable for tactical outcomes"→ ⟨target⟩ by ⟨date⟩
"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"→ ⟨target⟩ by ⟨date⟩
"Manages paid acquisition budgets across multiple channels, optimizing allocation for CAC and LTV and reallocating spend based on cohort performance"→ ⟨target⟩ by ⟨date⟩
"Coordinates cross-functional cooperation with content, lifecycle, and product teams to map and optimize each funnel stage from acquisition through retention"→ ⟨target⟩ by ⟨date⟩
"Builds and maintains the team's growth dashboards and cohort reporting, surfacing key metrics and experiment results to leadership"→ ⟨target⟩ by ⟨date⟩

Role calibration

Meets the scope bar: "An established team or sub-function"→ ⟨target⟩ by ⟨date⟩
Meets the autonomy bar: "Owns planning for the group"→ ⟨target⟩ by ⟨date⟩
Meets the complexity bar: "Cross-project coordination and priorities"→ ⟨target⟩ by ⟨date⟩
Meets the impact bar: "Group delivery and development"→ ⟨target⟩ by ⟨date⟩
Meets the decision rights bar: "Owns staffing, priorities, performance for the group"→ ⟨target⟩ by ⟨date⟩
Meets the leadership bar: "Manages a team; sometimes manages leads"→ ⟨target⟩ by ⟨date⟩

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Internal process
  - "Leads a skilled team owning the day-to-day operations of growth campaigns across the full acquisition-to-referral funnel, accountable for tactical outcomes"  →  ⟨target⟩ by ⟨date⟩   [source: JFM responsibility (M2)]
  - "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"  →  ⟨target⟩ by ⟨date⟩   [source: JFM responsibility (M2)]
  - "Manages paid acquisition budgets across multiple channels, optimizing allocation for CAC and LTV and reallocating spend based on cohort performance"  →  ⟨target⟩ by ⟨date⟩   [source: JFM responsibility (M2)]
  - "Coordinates cross-functional cooperation with content, lifecycle, and product teams to map and optimize each funnel stage from acquisition through retention"  →  ⟨target⟩ by ⟨date⟩   [source: JFM responsibility (M2)]
  - "Builds and maintains the team's growth dashboards and cohort reporting, surfacing key metrics and experiment results to leadership"  →  ⟨target⟩ by ⟨date⟩   [source: JFM responsibility (M2)]

Role calibration
  - Meets the scope bar: "An established team or sub-function"  →  ⟨target⟩ by ⟨date⟩   [source: level dimension (Scope)]
  - Meets the autonomy bar: "Owns planning for the group"  →  ⟨target⟩ by ⟨date⟩   [source: level dimension (Autonomy)]
  - Meets the complexity bar: "Cross-project coordination and priorities"  →  ⟨target⟩ by ⟨date⟩   [source: level dimension (Complexity)]
  - Meets the impact bar: "Group delivery and development"  →  ⟨target⟩ by ⟨date⟩   [source: level dimension (Impact)]
  - Meets the decision rights bar: "Owns staffing, priorities, performance for the group"  →  ⟨target⟩ by ⟨date⟩   [source: level dimension (Decision rights)]
  - Meets the leadership bar: "Manages a team; sometimes manages leads"  →  ⟨target⟩ by ⟨date⟩   [source: level dimension (Leadership)]