What is Growth function? How is it different from Marketing?

How is a Growth role different from other Generalist roles?

Growth role is a generalist role, like a Founder’s office role, Strategy role, etc., and not a functional expert role (e.g. marketing, analytics).

However, the key differentiating factor is that it is an outcome oriented role (as the name suggests), compared to other generalist roles. That is, you are accountable for an outcome instead of functional excellence of the inputs.

And, therefore, in companies in the internet economy, a Growth Manager job can lead to P&L ownership roles such as General Manager of a business/revenue line.

What are some non-generalist skills required for Growth roles?

Also, unlike other generalist roles, the requirements are not just analytical thinking and structured communication skills, but additionally some understanding of the input functions  that are required to drive the outcome.

Those input functions typically are: Digital marketing, conversion optimisation, user lifecycle management, applied analytics, understanding of brand & content, etc. That is to say: you might not be required to be at 99 percentile of Meta Ads understanding, or Analytical techniques, but you would be required to be at 80-90 percentile of a lot of things.

How to get into such a role?

Build intermediate-level expertise in at least one function while building basics in other functions. Rather than go for a Growth role out of college.