What are the skills required for a career in Growth?

Business basics & Growth fundamentals

Since Growth is an outcome-oriented, generalist role, you would often need to know about the basics of the entire value chain. You would need to know some commonly used concepts and terminologies. You would need to truly understand their significance beyond the full form of an acronym.

Data & Business Analytics

The nature of the job is to deliver outcome. But you can work only on the inputs, of course. Analytical skills help you understand the connections between the inputs and the outcome, and thus build a model for the future.

Analytical skills help you identify patterns in the data, and help you understand the past and your business more deeply, to help make better predictions. Analytical skills also help you track your present performance against the modelled future, and identify root cause of any deviation from the trend.

Digital Marketing & User Acquisition

The outcome can be delivered for a business either by increasing the number of Users, or by delivering more value for every User.

Getting more Users is a field with many sub-fields. Performance Marketing. Content Marketing. Influencer Marketing. Product-led Growth. And, above all, the essentials of marketing, which extend beyond just digital marketing.

A working knowledge of most parts, and in-depth experience and understanding of one of them, is generally what companies look for in Growth Managers and Leaders.

Conversion Optimisation & User Lifecycle

The two ways to get more value from a prospective user are either activating more prospective users, or retaining and engaging more of the activated users.

Such tasks can require multiple skills: product management, product marketing, category marketing, lifecycle management.

And, above all, the essentials of consumer research to understand what is the value from a user's perspective at any stage.