The expectation is that all digital marketers should approach their responsibilities with more of a test-and-optimize approach. But while Growth Marketer is still a common enough title, many companies have begun to strip the word “growth” from their marketing teams altogether. Over time, growth hacking gradually became “ growth marketing.” The role has the same general scope of responsibilities, but is typically understood to leverage more of a traditional marketing toolkit (email, website optimization, advertising, social media, and others) in their day-to-day. Unsurprisingly, the term “hacking” was a bit controversial and loaded with negative connotations. Remember “growth hacking”? Typically associated with startups, growth hackers used creative, low-cost strategies and employ a range of experiment design, analysis, and coding skills to help businesses acquire and retain customers. In this article, we’ll explore the growth product manager role from its broadest definitions to its common core.Īll of this talk about growth may feel familiar-it sure isn’t the first time we’ve seen the word make its way into a job title. It lacks standard definition from organization to organization, and the goals assigned to the position can vary widely. The growth PM role is still in its infancy. Hence, the rise of the growth product manager. This new commercially oriented reality poses a challenge for traditional product professionals-who, while highly-skilled at identifying and solving customer problems, building long-term customer value, and working closely with engineering to deliver on a well-defined product roadmap-are not used to carrying a quota or focusing on short-term business outcomes. In organizations like these, product teams are naturally inheriting commercial responsibility at a rapid pace. This often means leading with the product using a free trial or freemium model to drive acquisition and employing a low- or no-touch sales channel as part of their go-to-market strategy. The growth product manager role is most immediately valuable within organizations that have embraced a product-led growth strategy. Given the innovative nature of the role that we will further discuss below, it’s not surprising to see such a high concentration of these titles in the Bay Area, which received 45% of all US venture capital investment in 2017. And a recent ‘People’ search on LinkedIn returns over 2,600 professionals with a title that contains the words “product” and “growth.” More than half (53.6%) of those people reside in the United States, and nearly half (45.2%) of those people reside in the San Francisco Bay Area, with the next largest metropolitan concentration in the New York City Area (15%). There’s evidence to support this trend at the macro-level: A recent Google Trends analysis for “growth product manager” shows a 425% increase in average monthly interest over the last 5 years. Titles like: Product Manager, Growth Growth Product Manager Product Growth Manager and Product, Growth. It’s become increasingly common (especially at innovative software companies) to see the word “growth” sneaking into PM titles. There’s something interesting happening to product manager job descriptions these days.
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