What is a growth product manager? Role, skills, job description

Growth product managers (GPMs) are gaining popularity as businesses shift towards product-led growth strategies, focusing on driving specific business metrics related to acquisition, activation, conversion, retention, and monetization. Unlike core product managers who oversee the entire lifecycle of a product, GPMs concentrate on improving these metrics through collaboration with various business units such as analytics, engineering, design, user research, customer success, sales, and marketing. They require a mix of standard product management skills, such as stakeholder management and strategic planning, along with specialized growth-related skills like A/B testing and growth models. The role demands characteristics such as curiosity, adaptability, collaboration, influence, and resilience, and it is increasingly seen as a high-impact position due to its potential for driving significant business outcomes. As more companies adopt product-led growth methodologies, the role of GPMs is expected to expand, potentially leading to new career trajectories in growth leadership.