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Marketing and Growth roles

Raising awareness of an offering, attracting clients and sustaining their relationship with the business require different contributions. When recruiting in marketing, connect the role to an audience, a stage in the journey and a decision to make.

Understand the market and organise relationships with audiences

Marketing studies the market and clients’ expectations to define the actions that support the offering. It works on visibility, acquisition and retention. Marketing leadership chooses priorities and coordinates these activities in line with the business’s objectives.

The remit needs to be developed with other functions. Agree with Sales on what constitutes an opportunity to pursue and with Product on responsibilities for presenting and developing the offering. For a shared outcome, name each team’s expected contributions rather than assigning the entire journey to a single role.

Understanding the different roles

Position the offering and make the brand clear

Brand & Communication works on visibility and consistency in how the brand expresses itself. Product Marketing connects the offering with its market, particularly through positioning and presentation. When choosing the remit, distinguish how the business is perceived from how a specific audience understands a product.

  • Brand & communication
  • Product marketing

Develop visibility and acquisition

Acquisition focuses on the activities that bring an audience to the offering. Channel specialisms allow this work to be explored in greater depth. Describe the target audiences, available resources and expected outcome before asking for mastery of every channel in one role.

  • Acquisition & paid media
  • SEO / SEA
  • Content
  • Social media / community

Develop relationships over time

CRM organises client relationship data and activities, with satisfaction and retention objectives. Its remit needs to specify the contacts involved, the communications expected and the stages of the journey to support. This distinguishes it from a need focused on bringing in new prospects.

  • CRM & lifecycle

Experiment and support execution

The Growth approach relies on testing and prioritising growth activities. Marketing Ops organises the processes and technologies that support execution. Separate the choice of experiments, their implementation and the reliability of the data used to examine their results.

  • CMO
  • Growth marketing
  • Marketing ops

Job profiles in this family

Identify the problem before choosing the channel

The offering is difficult to explain to prospects

If teams struggle to articulate the product’s value, work on the target audience, uses and positioning. Clarify the role expected in this area before asking for more acquisition campaigns.

Acquisition depends heavily on a single channel

If this dependency becomes a concern, define the other approaches to examine and the resources to test them. The need may involve channel expertise or coordinating trials, depending on what the team already knows how to do.

Relationships with contacts lack continuity

If communications stop after an initial conversation or a purchase, describe the stages to support. A CRM remit can cover this work with the relevant sales or client support teams.

Campaign results are difficult to compare

If teams use incompatible data, examine definitions, collection and handovers. Work on marketing operations should make measurement usable; draw conclusions cautiously when the data does not allow the effect of an action to be isolated.

Clarify what the role needs to succeed

Name the audience and stage of the journey

Specify whether the role should raise awareness of an offering, create an initial interaction or support existing clients. Several objectives can coexist, provided they are prioritised.

Define production resources

Clarify who produces content, creative assets and technical adaptations. A person responsible for a channel needs to know which resources they can rely on to carry out their work.

Agree on a shared interpretation of results

Choose metrics with the teams that will use the results. Describe the known limits of measurement and the decisions that can be made on the basis of each test.

Frequently asked questions

Can a marketing generalist cover several channels?

Define the depth expected in each: choosing actions, producing materials, managing providers or analysing results. Clarify priorities and the support available. A list of channels is not enough to make the workload and level of expertise clear.

How do you share responsibility for a Growth project with Product?

For each experiment, specify who proposes the hypothesis, who authorises product changes and who examines the results. If the test changes a user journey, agree responsibilities with the product team before assigning its execution.

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