Growth roles are often talked about as something new or separate, but in reality they’re built on many of the same foundations as strong marketing.
In growing businesses, growth roles exist to help teams understand what’s working, what isn’t, and where to focus next. They often combine marketing insight, customer understanding and commercial awareness, rather than replacing traditional marketing skillsets.
What sits inside growth roles
Growth roles can look very different depending on the business stage. In some teams, they focus heavily on acquisition and experimentation. In others, they span lifecycle, retention, onboarding and performance optimisation.
What these roles tend to have in common is a strong grounding in marketing fundamentals. Understanding audiences, channels, messaging and behaviour is still essential. Growth simply applies that knowledge more closely to testing, iteration and measurable outcomes.
Why marketers transition well into growth
Many marketers already think in a growth mindset without realising it. Campaign planning, performance analysis, audience segmentation and optimisation all translate naturally into growth-focused roles.
For some marketers, growth roles offer greater ownership and visibility. For others, they provide a way to stay close to strategy while still being hands-on. Neither path is right or wrong, but understanding the difference helps candidates make more informed decisions.
Why we recruit growth roles
Our experience recruiting marketing teams has shown us how closely growth roles sit alongside marketing, product and commercial functions. Covering growth roles allows us to support businesses more holistically and help candidates explore opportunities that align with their skills and ambitions.
Growth isn’t a replacement for marketing. It’s one of the places where marketing expertise can have the greatest impact.
//
Image: peopleimages.com, Adobe Stock (ID: 1081923019)