My DIY Growth Marketing Manager Job Description

Inspired by my team lead’s DIY VP Marketing job description, I decided to come up with a job description for the role I want to get into in the next one to two years.

Managers are paid to drive results with some support. They have experience in the function, can take responsibility, but are still learning the job and will have questions and need support. They can execute the tactical plan for a project, but typically can’t make it.

I’m not talking about how many people you manage. In call centers, a director might manage 500 people. In startups, a VP might manage 0.

— Dave Kellogg, Career Development: What It Really Means to be a Manager, Director, or VP 

The idea of creating our own future job description came up during a recent discussion of our marketing career framework. That’s because the eight of us all focus on different areas of marketing (e.g. content, PR, community, etc.). So it’s tricky to define a single career framework for everyone.

Besides that, I like having goals. They help me know what to work on to get to the next level. A case in point: having clear expectations was a major factor for my growth as a content crafter at Buffer. A job description for my ideal future role can serve as a great target.

So I created a job description for the role I hope to get into in the next one to two years.

Here it is:

Growth Marketing Manager Job Description

The growth marketing manager is responsible for the growth of Buffer through marketing means.

The growth marketing manager works closely with the VP of Marketing. While the VP of Marketing strategizes and creates tactical plans, the manager executes the plans, monitors the progress, and reports the results. A strong manager also contributes to the strategy and tactical plans.

The growth marketing manager must be comfortable with working with ambiguous goals, running experiments, learning from failures, analyzing data, and reporting results.

The growth marketing manager should have a reasonable amount of experience with a wide range of marketing channels and a strong focus on a particular channel. In this role, you should oversee and drive results throughout the entire funnel and work closely with relevant teams such as Product and Data.

Finally, the growth marketing manager assists the VP of Marketing in areas such as go-to-market strategy, hiring, and team collaboration.

Responsibilities

Market – Grow – Lead

Market

  • Create high-quality content that grows our reach (awareness) and drives signups (acquisition)
  • Execute and oversee plans for multiple marketing channels, such as content marketing, email marketing, product marketing, advertising, and CRO
  • Help improve Buffer’s go-to-market strategies and validate new ones

Grow

  • Identify and validate new growth opportunities by running, tracking, and optimizing experiments
  • Develop a robust testing process to grow key metrics, such as reach, signups, and paying customers
  • Extract and analyze relevant data to share key learnings with the team

Lead

  • Lead growth projects and work with various teams such as Marketing, Product, Data, Design, Engineering, and Advocacy
  • Help with team development, such as hiring, coaching, and supporting team members

Goals

  • Reach
  • Signups and trial starts
  • Paying customers and monthly recurring revenue

Requirements

  • T-shaped with a focus on content marketing
  • Strong experimental, growth, and learning mindset
  • Comfortable with the unknowns and failures
  • Highly resourceful and creative
  • Track record of driving results through multiple marketing channels
  • Reasonable knowledge of SQL, Looker, Sketch, HTML, and CSS
  • Collaborate well with other teams and across time zones
  • 2-3 years of experience in marketing

As Buffer and the marketing team grow, I imagine this job description would change slightly over the next few years. And I think it should. Buffer’s business needs are frequently changing, and it’ll be great to adapt accordingly. I aim to discuss this with my team lead, Kevan Lee, every quarter to adjust it accordingly.

Now that you’ve seen my future job description, do you have any advice for me? Is there anyone you can connect me with to help me reach my goal faster?

Thank you!

P.S. Thanks, Kevan Lee and Justin Lee, for sharing their thoughts on my job description draft.


Second year at Buffer

Last year, after my first Bufferversary (my first year at Buffer), I wrote about the top 10 things I learned while working at Buffer.

Last week, I crossed my two-year mark at Buffer. I thought I would keep up with the practice of writing about the past year to record and reflect upon some of my experiences.

Writing

I started writing for the Buffer blog slightly more than a year ago. (If you are interested, you can read my first post on the Buffer blog here.) At that time, I needed a lot of guidance from Kevan Lee, my team lead, and Ash Read, our blog editor. Kevan would often edit my drafts several times and suggest ways I could improve my draft. And I took about a week to write one long-form blog post while juggling a few other tasks.

Looking back, I was quite a terrible content writer and I’m very thankful for my team’s grace and patience with me.

I’m far from being a content marketing expert but I felt that I’ve grown a lot since then. Besides coming up with my own content ideas, getting fewer edits, and writing faster (two 2,000 to 3,000-word blog posts per week), I have been able to write blog posts that bring in signups and paying customers, rank well on Google, and get shared widely on social media.

Ranking on Google for `instagram algorithm`

I think what helped me to improve over the year is setting the right expectations and raising the bar as I progress. Kevan, who used to be a content crafter at Buffer himself, helped set the steps for progression.

  1. Output: Working on being able to write one to two long-form blog posts per week
  2. Blog post performance: Being responsible for the performance of individual blog posts
  3. Blog performance: Helping with the overall performance of the blog (such as strategy, SEO, and partnerships)

Every few months, we’ll talk about my progress and set higher expectations accordingly. I’m somewhere between stage two and three at the moment.

I’m at an interesting juncture of my career now. The next step for me, according to our career framework, is to level up into a blog editor. But it isn’t useful having two blog editors at the moment when the content team is just two people. While I continue to improve my content marketing skills, I’m also looking to learn more about growth marketing.

Oh, and I have a newsletter of my favorite content marketing articles. You can join it here.

Speaking

One of the highlights of the past year was speaking about my experience as a marketer at Buffer. I’m honored to have been invited to be on two discussion panels and to give two talks.

My content marketing talks in 2017

It’s amazing how one thing led to another. First, my friend, Justin Lee, introduced me to David Fallarme, who invited me to join a content marketing panel he was organizing. A few people from Shopback, including their COO, attended the event. Then, my friend at Shopback, Hou Shun, suggested to their COO about having me talk about content marketing at their company. That led to a talk and another discussion panel. Then, because I gave the talk at Shopback, Justin, who was on the same panel as me at Shopback, invited me to give a similar talk at his General Assembly digital marketing bootcamp.

I was nervous before the talks because I felt that I wasn’t an expert in content marketing and what I say might not be useful. I shared that with Kevan, who gave me a great advice:

While you might not be a content marketing expert, you are an expert in the Buffer blog. 

He’s right! I know more about the Buffer blog than anyone else present. That gave me the confidence I needed. (And in the end, the people did find what I said to be useful.)

I loved all the talks not only because it was an excellent way to reinforce what I’ve learned but also because I enjoyed helping the attendees through my talk and answering their questions after the talk. I’m excited to give more talks on content marketing and social media marketing. If you would like having me speak about those topics, let me know. I’ll be honored!

If you’re curious, here’s my slide deck for one of the talks. Sorry that it isn’t self-explanatory. If you have any questions, feel free to ask me in the comments section below.

Coding

I’ve been learning intermittently to code over the last few years. While I’m not at the level I hope to be at yet, I’m glad to have made some progress this year. And you’re looking at it!

I shipped my first WordPress theme last month. It’s broken in many places, and I’ll continue to work on it slowly.

My first WordPress theme

One thing that gave me the motivation to learn how to develop a WordPress theme is that we are redesigning the Buffer blogs. As we had originally planned to code the new theme ourselves, I was hoping to level up fast enough to help with the project. While I don’t think I’m skilled enough yet, I’m grateful for the push.

Through this, I learned that having a project at work is a great way to motivate myself to pick up new skills, which are required for the project.

Design

Along the way, I also picked up a Sketch license and tried creating a few designs. I believe that it’s helpful for a marketer to have a little design skill to design marketing materials such as graphics, landing pages, and email templates.

Here are my two favorites out of all my terrible designs:

Social media news blog post design

Instagram search blog post design

I started with creating graphics for the Buffer blog and eventually used what I learned to create a few design ideas for my personal blog.

Blog design ideas

(You can click to see a bigger image of this screenshot.)

To an even better year ahead

My second year at Buffer has been incredible, and I’m excited for my third year at Buffer. Things have improved greatly since our cashflow crisis last year. And I feel that there are many opportunities as the Buffer ship sails smoothly forward.

Here’s to greater growth, closer friendships, and more fun times with the team! ?


Today, I spent about an hour reading Tim Urban’s take on why Elon Musk is able to do what he’s doing, in the article, The Cook and the Chef: Musk’s Secret Sauce, on Wait But Why.

I love the way Tim described a human’s software — our beliefs and thinking processes — and how Elon uses his software like a scientist. (I’m biased since I’m a fan of Elon and the things he’s creating.)

Most human’s software

Human Software Partial

 

The overlap between what we want and what is possible (in terms of the world’s condition and our abilities) is where our possible goals are. We pick one or several goals and think of a strategy to achieve those goals.

Elon’s software

Human Software

Here’s how Elon uses his software like a scientist:

  • (Orange) By taking actions, he gets results and feedback, which allow him to adjust his strategy accordingly.
  • (Blue) By reflecting, he changes what he wants.
  • (Yellow) By learning new things and keeping up with a changing world, he improves his understanding of what’s possible.
  • (Red) As his goals changes with these feedback loops, he makes big life changes such as dropping out of Stanford to start an internet company.

Looking at the diagram above and reflecting on my life, I see several areas for improvement:

  1. Have a better understanding of my Want
  2. Learn faster to expand my Reality
  3. Get better at choosing my goals
  4. Act and reflect often to gain experience faster

Remember to remember

To end the article, Tim gave a great advice:

If we want to improve ourselves and move our way closer to the chef side of the spectrum, we have to remember to remember. We have to remember that we have software, not just hardware. We have to remember that reasoning is a skill and like any skill, you get better at it if you work on it. And we have to remember the cook/chef distinction, so we can notice when we’re being like one or the other.

(The cook/chef distinction is an analogy Tim used to explain the difference between how Elon thinks and how most people think. In his analogy, a chef is someone who invents recipes while a cook is someone who follows recipes.)

Remembering to remember is something I’m still working on. It’s great learning about such a framework but it only becomes useful when I remember to think and act according to the framework. I’m hoping that writing this post will help me remember this human software framework better and help me remember to be more mindful about the way I think and act.

What do you think about this human software framework? How do you make decisions in your life?

Image credit: Unsplash and Wait But Why