Basically, my job is to help digital products or services grow quickly and sustainably through strategies based on experimentation and, of course, data.
To do this, we use a stack of tools that help us drive projects efficiently through all stages of the funnel, from user acquisition to retention, combining technical and creative skills.
What are your key responsibilities?
My responsibilities include monitoring and analysing data to understand user behaviour and opportunities for growth. In other words, our day-to-day work revolves around studying users to anticipate their needs and ensure that none of them are lost along the way. To do this, we work across the entire funnel, optimising the sales funnel.
In addition, we develop and implement multi-channel strategies to reach different audiences through a multitude of channels (social media, email marketing, SEO, etc.), where we test different messages, creatives and actions that work best with each type of profile, activating them at the right moment.
All of this involves experimentation, carrying out different tests to iterate and improve our proposals. In this sense, we act as a bridge between marketing and development, leading everyone to work in alignment with the same growth strategies.
How should these responsibilities be applied in companies?
They are applied through a combination of strategy creation and execution, collaboration between multidisciplinary teams, and continuous experimentation to drive growth.
This means that, for it to work, clear objectives must be established in the project and a culture of growth hacking must be integrated so that all teams work together with a common focus. In this way, growth is not only rapid, but also scalable and sustainable over time.
What professional profiles are dedicated to these tasks?
There are a multitude of profiles, including experts in digital marketing, SEO, social media, UX/UI, CRO, and data analysts, among others. All of them have a multidisciplinary approach. The important thing is to have a united team, where all new ideas are welcome and where creativity, analysis, and experimentation can be combined.
What benefits do these professionals bring to companies?
Having a growth team means growth, efficiency, and a better understanding of the customer. Constant experimentation and data analysis allow us to make smarter decisions and maximise return on investment.
It’s not just a bonus: it allows every investment in marketing, product or user experience to be optimised to the maximum and enables the company to stop reacting and start anticipating, experimenting and gaining a sustainable competitive advantage.
How does the rise of new technologies influence your roles?
New technologies mainly influence making everything much more accurate and agile, allowing us greater personalisation, automation and large-scale data analysis.
For example, AI allows us to identify patterns in user behaviour, hyper-personalise their experience in real time and optimise campaigns more accurately. This enhances the ability to make smarter and faster decisions.
