Growth Marketing Manager Course

Lesson 1 • Growth Team Structure and Roles

Outline how cross-functional growth teams are organised and how roles interact. Sets expectations for collaboration skills developed later.

Lesson 2 • The Growth Funnel Model

Map the full customer journey from awareness to referral using the AARRR framework. Provides the structural lens used in every subsequent chapter.

Lesson 3 • Growth Marketing vs. Traditional Marketing

Contrast growth marketing's data-driven, iterative approach with brand-led traditional methods. Establishes the mindset shift required throughout the course.

Lesson 1 • Building Growth Dashboards

Design dashboards that surface the metrics most relevant to growth decisions in real time. Connects KPI frameworks from Chapter 1 to live data.

Lesson 2 • Attribution Modelling

Evaluate how credit for conversions is assigned across marketing touchpoints. Accurate attribution is essential for budget allocation decisions.

Lesson 3 • Core Analytics Concepts

Introduce sessions, events, funnels, and cohorts as the building blocks of growth analytics. Grounds all later data work in shared vocabulary.

Lesson 4 • Qualitative Data and User Research

Complement quantitative data with surveys, interviews, and session recordings to understand the why behind behaviour. Informs hypothesis generation for experiments.

Lesson 1 • A/B and Multivariate Test Design

Design controlled experiments that isolate variables and produce reliable results. Covers test types appropriate for different traffic levels and goals.

Lesson 2 • Hypothesis Development

Translate data insights and user research into structured, testable hypotheses. Strong hypotheses are the foundation of every valid experiment.

Lesson 3 • Learning Documentation and Iteration

Capture experiment results in a shared knowledge base to compound learning over time. Prevents repeated mistakes and accelerates future test design.

Lesson 4 • Statistical Significance and Confidence

Interpret p-values, confidence intervals, and statistical power to make valid test decisions. Prevents false positives that waste resources.

Lesson 1 • Referral and Viral Acquisition

Design referral programmes and viral loops that turn existing users into an acquisition channel. Lowers CAC by leveraging network effects.

Lesson 2 • SEO and Content-Led Acquisition

Drive sustainable organic traffic through keyword strategy, content creation, and technical site health. Builds long-term acquisition assets.

Lesson 3 • Channel Fit and Audience Mapping

Match acquisition channels to target audience behaviour and product type. Prevents wasted spend on channels misaligned with the customer profile.

Lesson 4 • Unit Economics of Acquisition

Calculate CAC, LTV, and payback period to evaluate channel profitability and set sustainable spend limits. Connects acquisition to business viability.

Lesson 1 • In-App Messaging and Tooltips

Use contextual in-app messages, tooltips, and checklists to guide users toward activation actions. Complements flow design with real-time behavioural nudges.

Lesson 2 • Onboarding Experimentation

Apply A/B testing frameworks from Chapter 3 specifically to onboarding flows to systematically improve activation rates. Closes the loop between testing and activation.

Lesson 3 • Defining and Measuring Activation

Identify the specific actions that signal a user has experienced core product value. A precise activation definition enables accurate measurement and optimisation.

Lesson 4 • Onboarding Flow Design

Map and design the step-by-step journey that guides new users to activation efficiently. Reduces friction and drop-off in the critical first session.

Lesson 1 • Retention Metrics and Benchmarks

Define Day 1, Day 7, and Day 30 retention rates and interpret retention curves. Establishes the measurement baseline for all retention work.

Lesson 2 • Loyalty and Rewards Programmes

Design loyalty mechanics that increase purchase frequency and emotional brand attachment. Complements behavioural retention with structured incentive systems.

Lesson 3 • Habit Formation and Engagement Loops

Apply behavioural psychology models to design product features and communications that build user habits. Habit formation is the engine of long-term retention.

Lesson 4 • Churn Prediction and Prevention

Identify leading indicators of churn and intervene before users disengage permanently. Proactive prevention is more cost-effective than win-back.

Lesson 1 • Subscription and Recurring Revenue Growth

Optimise subscription billing, trial-to-paid conversion, and renewal rates for recurring revenue models. Directly impacts MRR and ARR growth.

Lesson 2 • Revenue Experimentation Framework

Apply structured experimentation to pricing pages, paywalls, and upgrade flows to compound revenue gains. Integrates Chapter 3 testing rigour into monetisation.

Lesson 3 • Conversion Rate Optimisation

Systematically improve the percentage of users who complete purchase or upgrade actions. Applies experimentation skills to revenue-critical pages and flows.

Lesson 4 • Upsell and Cross-Sell Strategies

Design in-product and email upsell flows that increase average revenue per user without harming retention. Expands revenue from the existing user base.

Lesson 1 • Cross-Functional Alignment and Buy-In

Secure commitment from product, engineering, and leadership to execute the growth roadmap. Execution fails without organisational alignment.

Lesson 2 • OKR and Goal-Setting for Growth

Translate business objectives into measurable growth OKRs that align team effort to company priorities. Prevents misaligned work and wasted resources.

Lesson 3 • Measuring and Iterating on Growth Strategy

Establish a regular cadence for reviewing strategy performance and adjusting based on results. Continuous iteration is what separates good growth teams from great ones.

Lesson 4 • Growth Audit and Opportunity Sizing

Conduct a full-funnel audit to identify the highest-impact growth opportunities across acquisition, activation, retention, and revenue. Grounds strategy in data.