In an increasingly competitive digital environment, companies need to rely on individuals who can drive growth in an agile, data-driven, and performance-oriented manner. It is in this context that the role of Growth Marketer takes on its full meaning.
More than just a digital marketing expert, the Growth Marketer is a growth strategist, capable of activating high-impact levers at every stage of the user journey. They combine technical skills, analytical culture, and a sense of experimentation.
Between marketing and tech
The Growth Marketer stands out for their hybrid approach. They don't just create content or launch advertising campaigns: they design, test, measure, and continuously optimize to achieve growth objectives.
According to a study by McKinsey (2023), companies that incorporate growth marketing strategies see their growth rates increase by 20 to 30% compared to their traditional competitors.
This professional works in both:
- Acquisition: generating qualified traffic at low cost (SEO, SEA, social media, partnerships, etc.).
- Activation: optimizing onboarding and maximizing conversions.
- Retention: work on customer loyalty through email marketing, marketing automation, or improving the user experience.
- Referrals: encourage word-of-mouth or referral programs.
- Revenue: managing conversion and sales indicators.
This model, known as the AARRR framework, is at the heart of the Growth Marketer methodology.
The key skills of a Growth Marketer
This role requires strong versatility and the ability to navigate between several disciplines. Among the most sought-after skills are:
- Digital marketing: SEO, SEA, CRM, social ads, content marketing, ABM, etc.
- Analytics & data: Google Analytics, Looker Studio, Mixpanel, Hotjar, cohort analysis, custom dashboards.
- Automation tools: Zapier, Make, HubSpot, Lemlist, Phantombuster, etc.
- Tech/No-code: Basic knowledge of HTML/CSS/JavaScript, no-code tools (Webflow, Airtable, Notion, etc.).
- Experimentation: implementation of A/B testing, KPI monitoring, culture of iteration.
A successful Growth Marketer is creative, technical, and analytical. They work closely with product, sales, and tech teams, and are committed to rapid, scalable testing.
A strategic profile in fast-growing companies
Growth Marketing is particularly popular in dynamic environments:
- Startups in the scale-up phase
- SaaS companies
- Fintech / EdTech / E-commerce
- Performance marketing agencies
According to a GrowthTribe survey (2023), 67% of companies surveyed said they wanted to recruit candidates capable of combining analysis, multichannel acquisition, and automation.
Growth marketers are often seen as business accelerators. They don't wait for quarterly results: they drive them on a daily basis, using tools, data, and campaigns that are adjusted in real time.
Compensation and career development
According to data from Glassdoor, Welcome to the Jungle, and Figures (2024):
- A junior growth marketer earns between €35,000 and €42,000 gross per year.
- At mid-level, the salary ranges from €45,000 to €55,000.
- Senior or expert profiles can exceed €65,000 to €80,000 in demanding tech environments.
Possible developments include:
- Head of Growth
- Head of Acquisitions
- Chief Marketing Officer (CMO)
- Or specializations in product marketing, data marketing, or automation.
What training is required to become a Growth Marketer?
There is no official degree in Growth Marketing yet. However, the preferred career paths are often:
- Bachelor's or master's degrees in digital marketing,
- Specialized training in data marketing or no-code,
- Bootcamps (e.g., GrowthTribe, LiveMentor, Reforge),
- Continuous self-training through practical cases, personal projects, or Google/Facebook Ads certifications.
Soft skills (curiosity, agility, critical thinking) are just as important as technical skills.
Conclusion
The Growth Marketer is a strategic role for companies seeking to accelerate their growth in a structured, rapid, and sustainable manner. At the intersection of marketing, data, and technology, they embody a new generation of professionals focused on performance and experimentation.
