I’ll answer your question in two parts. —————————————————————————————————————
Product Growth Specialist is a wide term. A Product growth specialist has to take care of every aspect from the growth’s point of view. He is the sole person responsible for Branding, online presence, traffic, conversions, customers, and everything that you can imagine of.
From the name itself, it is quite significant what a product growth specialist does. However, if you go to the detailed profile description, it includes:
- Choosing in accordance with the other departments which metrics/KPIs (Key Performance Indicators) to focus on.
- Bringing traditional and creative ideas how to grow those KPIs.
- A/B testing those ideas.
- Analyzing the data and users’ feedback.
- Exchanging ideas/data/feedback with other departments (Product, marketing, top management) in order to present results and make the product more user-centric.
- Driving traffic to your website, landing pages, social media, apps…
- Understanding conversion rate optimization (CRO) principles and hacks and being able to apply CRO hacks to any businesses.
- Working on a lean startup process.
- Working with the AARRR Sales Metrics Diagram (Acquisition – Activation – Retention – Referral - Revenue)
- Prioritizing growth channels.
- Optimizing channels in order to always improve the performance of one's business.
- Scaling and Automating the growth processes.
- Knowledgeable about referral marketing and being able to create viral growth.
- Maintaing online presence on all channels
And a lot more…
I have been a Product Growth Specialist at LambdaTest for more than a year and brainstorming, bringing out ideas, executing them is a real challenge and fun.
To be a product growth specialist, you need to fit the given growth specialist job description perfectly:
- Being data-driven and kind of a data-geek: a clear understanding of data, analytics, metrics, and statistics.
- Being social and understanding users’ behavior. Having great customer relations skills and being focus on customer experience (Note: being a people's person should be part of the growth specialist’s capabilities but is also part of the anatomy of an entrepreneur).
- Willingness to learn.
- Having a startup mindset. If you're not sure what a startup is (A startup is NOT a new tech company).
- A/B Testing and Data Analytics experience
- Editing and copywriting skills
- Not being scared of pivoting
- Knowledge about both inbound and outbound marketing
- Programming knowledge: even if it’s not compulsory, it is recommended.
- Being performance and results-oriented
- Being curious and creative
- Being relentless in pursuit of growth
- Having experience with growth hackings tools such as Optimizely for A/B Testing, MailChimp for email marketing campaigns, HubSpot for CRM, sales and marketing purposes, Zapier to automate workflows.
A startup is the best place to reach this position. Just like LambdaTest has helped me to be one.
Have a great journey ahead!