Chief growth officer or marketing growth manager is the upcoming title in marketing departments. Here’s what you need to know.
Marketing is all about driving growth, and many departments are adding a new position that’s focused heavily on seeing that objective across campaigns. The Harvard Business Review recently said every company needs a growth manager—and I agree, especially in the marketing department. From advertising to social media to content marketing, the growth manager evaluates opportunities to use different marketing vehicles to increase demand, develop your audience, and add to your customer base. Here’s a closer look at how leading brands are using growth managers to improve the success of their marketing efforts across the board.
Tying everything back to demand generation and conversion: Growth officers understand that growth can be measured in two ways: an increase in demand or audience and an increase in sales. With this in mind, a growth manager evaluates a campaign to really understand what objective it’s driving for the company and to look for ways to add additional growth-focused value.
Identifying new channels: Growth is all about forging ahead in unexpected ways. This role can help your company identify new channels that can raise brand visibility, draw in customers, and grow the business. Whether it’s an emerging digital platform or an industry event, growth managers are constantly on the lookout for untapped marketing opportunities that are worth investing in.
Connecting data to return on investment (ROI): Growth managers are masters of data strategy. Growth is empirical: a new strategy either worked or it didn’t. By measuring performance, it’s possible to invest heavily in the channels that are moving the brand closer to its goals without spending too much time on strategies that don’t generate an ROI. Centralizing this with a growth manager ensures that you’re collecting data and using those data in a way that underlies your company’s expansion and keeps information actionable.
Focusing on conversion optimization: Growth isn’t just about bringing more customers to your digital experiences—it’s also about increasing the percentage of prospects who become customers. This role can dedicate time to evaluating whether you’re hitting the necessary triggers for conversion and can oversee conversion-optimization testing.
Investing in a growth manager role will be one of the key staffing trends for marketing departments. By adding the top-line perspective that growth should play an important role in all marketing activities and having a resource that assesses campaigns from this perspective, you’ll see your customers and profits on the rise in the year ahead.