I think it's a catch all term for something result driven. They manage bugs, products, do sales and marketing, remove legal obstacles, UI/UX, events, PR. Often just identifying what's preventing further growth and calling for company resources into that direction.<p>Much of the sales on an app isn't marketing/sales at all - look at something like Fortnite. Part of it is community and UX, but the end goal is more money.
Everything from trying to reduce drop-off during initial sign-up, to increasing likelihood of converting from a trial user to a paying customer, all the way to creating in-app cross-sells to recommend our customers try other products we built.<p>Almost everything we build is initially an experiment, and we have analysts run the statistics against a control group to see if it worked before productionising.
Managing Growth in a late-stage startup: most depts (hr, mkt, sales, cs) perform growth experiments, I coach/facilitate/educate;<p>Think like this: most metrics can be improved with expertise; known knowns - - but some metrics need new solutions, and for that you need to analyse, hypothesise, experiment... unknown unknowns. And this is why growth is everybody's business.<p>Growth process is informed with insights from data science + behavioural science (this is my background)<p>Experiment design + implementation (randomised trials) + interpretation (bayesian based)<p>Decision to implement in production or scrub and start again.<p>quick wins:
//> a tweak to the search button yields 15% more sales<p>//> a change in ad copy lifts conversions 17%<p>//> behavioural recruiting interviews to be more objective...<p>//> ...and we do around 200 of these per year
I've seen this kind of position in a lot of startups/tech companies ("Growth Manager", whatever that means). To me, it sounds like a product marketing position.