Growth & Performance Marketing

Growth hacking, conversion optimization, performance marketing

Demand for growth and performance marketing workers is strong across product-led companies, ecommerce, fintech and organisations with a direct digital acquisition model. Candidates in this area need to be comfortable working across data, experimentation and performance outcomes.

Growth roles vary a lot from business to business: at earlier-stage companies, a growth manager or growth lead may be responsible for the full funnel from acquisition to retention. They might run experiments across channels and work closely with product and engineering to implement the changes that are needed. At larger organisations, however, growth functions are generally more specialised and are made up of distinct roles covering acquisition, activation, retention and monetisation.

Paid channels form the basis of performance marketing roles, including paid search, paid social, programmatic display and affiliates. They need to demonstrate a good understanding of return on ad spend, customer acquisition cost and lifetime value, which means proficiency in attribution modelling and measurement in a privacy-constrained environment are increasingly important, since third-party data is less available.

Within the broader growth and performance marketing space, conversion rate optimisation is an area of specialisation. It focuses on improving the performance of existing traffic, working out how to increase conversion rate via testing, personalisation and UX improvements. This needs experience with platforms such as VWO, Optimizely, or AB Tasty, as well as a structured approach to hypothesis development and test analysis.