Growth and Marketing
Driving acquisition, retention, and revenue through digital channels
Overview
Growth and Marketing covers the technology-facing roles responsible for acquiring users, retaining customers, and driving revenue through digital channels. Professionals in this category combine marketing strategy, data analysis, and technology tooling to run campaigns, optimise funnels, automate workflows, and measure what is working. It is the category that sits closest to commercial outcomes in the tech-adjacent career landscape.
The roles range from hands-on channel specialists — SEO, paid media, email — to more technical profiles like Growth Engineers who write code to run experiments and automate acquisition flows. What distinguishes this category from traditional marketing is the expectation of data literacy: understanding attribution, interpreting performance metrics, running A/B tests, and making decisions based on evidence rather than instinct. Most roles are accessible without deep software engineering knowledge, but comfort with analytics platforms and marketing technology tools is a baseline requirement.
Roles in this Category
8 roles
Marketing Automation Specialist
GrowingSEO Specialist
GrowingGrowth Marketing Technologist
GrowingCRM Specialist
StableWeb Analytics Specialist
StableDigital Marketing Specialist
GrowingE-commerce Specialist
StableConversion Rate Optimization Specialist
GrowingSkills
Hard Skills
- Reporting and Visualisation
- SQL
- A/B Testing
- Customer Segmentation
- Web Analytics
- Campaign Management
- Content Strategy
- Competitor Analysis
Soft Skills
- CollaborationWorking with creative, product, engineering, and commercial teams
- Analytical ThinkingInterpreting campaign performance and behavioural data to drive decisions
- Attention to DetailErrors in live campaigns are immediately costly and visible
- AdaptabilityPlatform algorithms, channels, and best practices change continuously
- CommunicationMaking performance results clear to commercial stakeholders
- Commercial AwarenessConnecting marketing activity to revenue and growth outcomes
Tools & Software
Core Themes
- Running and optimising paid media campaigns across search, social, and display
- Growing organic search visibility through technical and content SEO
- Managing customer data and automation workflows using CRM and marketing platforms
- Analysing campaign performance and making data-driven optimisation decisions
- Running A/B tests on landing pages, emails, and ad creatives
- Automating marketing workflows and lead nurturing sequences
- Tracking and improving conversion rates across digital acquisition funnels
Typical Entry Points
Many roles are accessible without a degree — Google, Meta, and HubSpot certifications are widely recognised entry credentials. Degrees in Marketing, Business, or Communications are common but not required. A portfolio of real campaign results — even from freelance, voluntary, or personal projects — is the most persuasive entry signal. Career switchers from sales, content, or customer-facing roles are well-positioned given the communication and commercial awareness those backgrounds develop.
Who This Category Is For
- People who want to combine data analysis with commercial and creative work
- Those who enjoy seeing the direct impact of their work on revenue and growth metrics
- People from sales, content, or customer-facing backgrounds looking to move into a more analytical role
- Those who want involvement in technology without deep software engineering
- People who are comfortable working with fast feedback loops — campaign results are measurable quickly
- Those who enjoy staying current on platform changes and digital marketing trends
- People who want broad career options — these skills are needed across every sector with an online presence
- Those willing to develop both analytical and creative capabilities alongside each other
Related Categories
Recommended Reading
Hacking Growth — Sean Ellis & Morgan Brown
Product-Led Growth — Wes Bush
Converted — Neil Hoyne
Alchemy — Rory Sutherland