Head of Growth job description

Digital marketing — Head of Growth
Sets acquisition strategy and owns the growth budget and team.

REQUIRED SKILLS
Paid Media
- Paid Search Campaign Management — You can restructure an account with structural problems, set the bidding and budgeting approach the team follows, and rescue a campaign that has stopped converting.
- Paid Social Campaign Management — You can plan a multi platform social campaign, set the testing and budgeting approach the team follows, and diagnose an account whose performance has collapsed.
- Campaign Structure and Budget Allocation — You can set how budget moves across the entire paid programme, defend the allocation to finance, and shift it fast when the market or the numbers change.
- Programmatic and Display Advertising — You can restructure a display account that is not delivering, decide which buying platforms and deal types the team uses, and defend the spend to the people holding the budget. Others bring you the buys that are behaving oddly.

Lifecycle Marketing
- Audience Segmentation and Targeting — You can set how the organisation defines and maintains its audience segments, and settle disputes between teams about which segment a contact belongs in.
- Marketing Automation Workflow Design — You can rebuild an automation programme that has grown tangled, set the rules for how flows enter and suppress one another, and trace failures that cross systems. Others ask you why a contact received the wrong message.
- Lifecycle Email Marketing — You can design a lifecycle email plan across every stage, settle conflicts between teams who all want the same inbox, and turn a flat programme around. You set what good email looks like for your team.
- Email Deliverability and List Health — You can recover a domain that is landing in spam, use postmaster tools and provider contacts to prove the recovery, and change the sending habit that caused it. Others come to you when inbox placement drops.

CRO & Creative
- Landing Page Design and Optimisation — You can set the landing page standards and template library the team builds from, and diagnose why a whole class of pages is converting badly.
- Conversion Rate Testing — You can run a testing programme across several pages or flows at once, and stop a test that has been contaminated or is being read wrongly by someone else.
- Creative Testing and Iteration — You can set the creative testing approach the team follows across channels, and coach others to test one variable at a time instead of guessing.
- Brand Messaging and Positioning — You can set brand positioning for the whole organisation, and decide when the positioning itself, not just the messaging, needs to change.
- Ad Copywriting — You can write for unfamiliar audiences and awkward products, set the voice others then write inside, and edit their work so the campaign holds together. Your rewrites of tired copy visibly move response.
- Experiment Prioritisation and Roadmapping — You can set how the organisation chooses experiments and how much traffic is spent on learning rather than performance. You get teams beyond your own to publish results, including the ones that failed.

Measurement
- Marketing Attribution Modelling — You can set attribution methodology for the organisation, including when to move beyond last touch models, and reconcile it with the finance view of revenue.
- Web and Campaign Analytics — You can set up the analytics tracking and reporting a team relies on, and catch a data quality problem before it changes a decision.
- Conversion Tracking and Tagging — You can rebuild tracking across several sites and platforms, including server-side collection and consent, and keep it working through site releases. Others escalate the tracking problems no one else can reproduce.
- Marketing Reporting and Insight — You can decide which measures the organisation manages marketing by and how performance reaches the board. You retire metrics that drive the wrong behaviour, even the popular ones.

Marketing Strategy
- Channel Mix Strategy — You can set channel mix strategy for the whole organisation, deciding which channels to enter, scale back or exit.
- Marketing Budget Management — You can own the marketing budget for the organisation, negotiate it with finance, and decide how it is split across teams and channels.
- Marketing Technology Stack Management — You can redesign a stack that has grown by accident, choose between vendors on evidence rather than on a demo, and migrate off a tool without losing history. Others ask you why two systems disagree.
- Campaign Performance Forecasting — You can set how the organisation plans marketing spend against expected return and decide where budget moves between channels. You commit to numbers the business plans on and are held to them.

Delivery
- Project Management — You can run the organisation's largest and most contested programmes, and the planning practices you introduce get adopted by teams you do not lead.
- Planning & Estimation — You can forecast at the scale of quarters and headcount, and the estimation practice you set is what the wider organisation plans against.
- Ownership & Accountability — You can take on the outcomes the organisation is most exposed on, and other leaders route ownerless problems to you by default.
- Quality Focus — You can raise the quality bar across the organisation by building the tooling and habits that make the careful path the easy one.

Craft
- Problem Solving — You can crack problems the organisation has repeatedly failed to solve, and your approach becomes how others tackle that whole class of problem.
- Domain Expertise — You can influence how the field is practised beyond this organisation, and your expertise settles questions that have stood open for years.
- Continuous Learning — You can set what the organisation invests its learning time in, and the material and practice you create outlive your involvement.

Communication
- Communication — You can set how the organisation communicates, and the forums and norms you create measurably improve how information travels through it.
- Collaboration — You can dismantle the barriers that stop teams working together, and how the organisation collaborates changes because of what you built.
- Technical Writing — You can set the writing standard the organisation works to, and documents you authored are still in use long after you moved on.
- Stakeholder Management — You can represent the organisation in its most consequential relationships and set how it engages with everyone who depends on it.

Leadership
- Leadership — You can set direction for the whole organisation, make hard calls under real uncertainty, and carry the decisions nobody else wants to own.
- Mentoring — You can shape how the organisation grows its people, and those you developed are themselves named by others as strong practitioners.
- Strategic Thinking — You can shape the organisation's strategy, and the bets you argued for are visible in where it ended up.

REQUIRED CERTIFICATIONS
- Google Ads Search Certification (required from Digital Marketing Specialist)
- Google Analytics Certification (required from Digital Marketing Specialist)
- Meta Certified Digital Marketing Associate (required from Digital Marketing Specialist)
- HubSpot Inbound Marketing Certification (required from Digital Marketing Manager)