Written on November 13, 2017
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.
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.
Market – Grow – Lead
- 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
- 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 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
- Signups and trial starts
- Paying customers and monthly recurring revenue
- 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?
P.S. Thanks, Kevan Lee and Justin Lee, for sharing their thoughts on my job description draft.