Growth Product Manager Skills (And How To Develop Them)
By Indeed Editorial Team
Published 10 May 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
Growth product managers focus on making new products more successful. Professionals in this field use data, metrics and testing to establish and build a new product's user base or meet their sales goals. If you understand the skills this role requires, you can explore it as a career option and make an informed decision before choosing this as a profession. In this article, we outline a few growth product manager skills, explore ways to enhance your skills and provide tips to help you highlight these skills effectively on your resume or during an interview.
What are growth product manager skills?
Growth product manager skills are the capabilities growth product managers use professionally to meet their work goals successfully. Soft skills for growth product managers are skills they can use to become more effective as growth managers. Hard skills for growth product managers include their marketing skills, such as their knowledge about using marketing analytics applications, interpreting the results of split tests and planning and executing marketing campaigns.
Important skills for a growth product manager
The following skills can help you perform the functions of a growth product manager:
Marketing skills refer to the ability to schedule emails, create product campaigns and do market research. Some of the commonly used marketing skills for growth product managers are:
social media management and monitoring skills
knowledge of different types of advertising
online editing skills
knowledge and an understanding of content management platforms and content analytics software packages
Growth product managers are typically analytical and naturally curious. They may ask many questions and analyse everything to determine how they function. A growth product manager follows a data-driven approach for their product campaigns. They have an analytical approach to research, development and the execution of marketing initiatives. They focus on implementing initiatives that deliver measurable results based on the insights from their analysis.
Ability to analyse data and make recommendations using market research
Understanding consumers' preferences for some products can help a growth product manager develop strategies to increase the user base of a new product. Growth product managers often research markets and test audiences to discover why people prefer using a particular product over another. In performing these tests and research projects, they may use various testing and research methods and measure elements, such as social media metrics, exposure and keyword usage.
If their employer does not use specific analytics software, the growth product manager may outsource research and analytics to an external service provider. They then use the service provider's findings as input into a report containing their recommendations to their colleagues and senior management.
Ability to solve problems
A growth product manager solves problems daily to enhance their organisation's marketing performance to help it achieve its strategic objectives. They learn from previous campaigns and adjust their strategy to be more successful in future marketing campaigns. In growing the number of users of a product, they develop an understanding of its consumer demographics. They may also try different marketing strategies to reach the product's target audience.
Knowledge of software products
Growth product managers focus on marketing initiatives and not on a product's functionality. They may occasionally collaborate with UX designers and software engineers, in which case some technical knowledge may be beneficial. Growth product managers can use their understanding of client-facing products to amend their marketing strategies to match the users' experience of the product better.
Ability to prioritise
A growth product manager often works on multiple projects simultaneously. The ability to prioritise tasks can help them monitor these projects to ensure they met their objectives for each project. An example of this is when they lead email strategies, monitor the performance of social media channels and complete supporting duties to expand a product's user base. Prioritising tasks allows the growth product manager to allocate enough time to complete each task successfully to meet the desired outcome.
Excellent interpersonal skills help growth product managers to collaborate successfully with their team members. An example is when they collaborate with user experience (UX) designers who handle the software's user interface, which can influence the customers' experience with the software. UX designers and growth product managers may work together to make sure a product's marketing strategies match the customer experience they want to achieve.
They use communication skills extensively to explain their plans and objectives to their team, other departments and the company's leadership. Growth product managers may meet with their team members to discuss the progress of a marketing campaign. They may explain intricate marketing ideas and strategies to other stakeholders. A growth product manager uses written and verbal communication to collaborate with their team members and other departments while working with them to implement a marketing strategy.
How to enhance growth product management skills
Here are the steps to develop and enhance your skills as an aspiring growth product manager:
1. Get marketing experience
You can improve your skills as a growth product manager by working in different roles. If you are starting your career, you can gain work experience in positions, such as social media manager or marketing coordinator, focused on developing analytical, strategic and other critical marketing skills. From there, you can gain experience in mid-to-senior level marketing roles, such as product or marketing manager roles, where you can develop your interpersonal and leadership skills.
2. Connect with a mentor
A mentorship connects two people in the same profession. A successful mentorship requires communication, patience and understanding from both parties. Working with a mentor can help you develop your marketing skills. Mentors can give career advice and guidance, provide feedback on your questions and help you with access to resources and contacts in your industry. A good mentor may be an executive marketing manager at the same organisation, a marketing professor at your former university or another marketing expert.
3. Further your education
Enrolling in an advanced degree in marketing can improve your marketing competencies. It may help you develop insights into marketing tools, trends and strategies. For example, a master's degree in online marketing or a related subject can help you develop an in-depth understanding of online marketing or teach you about analytical software and how to use it effectively.
How growth product managers use their skills in the workplace
Here are a few ways a growth product manager can use their skills in the workplace:
Evaluating the outcome of existing marketing campaigns: Growth product managers often start their careers auditing a company's existing marketing campaigns by using their consumer research and analytics skills.
Making recommendations to executive management about markets with potential: They use their analytical and marketing skills to create plans for expanding the market for specific products and make recommendations to executive management about the next steps the organisation can take to implement these plans.
Increasing customer retention: Growth product managers use their critical thinking skills to evaluate the purchase cycle of an average customer to adjust their marketing efforts to keep customers for longer or to expand the products or services purchased by the customer.
Tips to highlight growth product management skills
Because a growth product manager is still a fairly new position for many companies, your job experience may come from related jobs with different titles. If that is the case, then you can emphasise the skills you developed in those marketing positions and explain how they transfer to being a growth product manager. Here are a few tips you can follow to highlight your skills as a potential growth product manager during the job application process:
On your resume
Most growth product managers have similar functions across organisations. When you research roles and find one you want to apply for, update your resume to include the skills the organisation mentioned in the role's description. You may gain a competitive advantage by emphasising relevant skills you have, as the recruiter may target specific qualifications or keywords for the position when they review resumes.
During an interview
For an interview, it is beneficial to prepare by considering the job's requirements. Interview questions can vary, but hiring managers often ask questions related to the job description, so mentally preparing examples from your own experience can help you answer those questions confidently. Mention examples of how you excelled in previous positions to show the recruiting manager you are an efficient performer with the potential to succeed in the growth product manager role.
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