Overview of tactics and strategies to build your Growth Marketing Team and design a cross-functional Product, Analytics, and Marketing team.

1. How to setup your Growth
Marketing Team to Win

2. About Myself
Quick Facts
Operated in range of Seed-
Public stage companies
Former Data Analyst Turned
Marketer
Obsessed With UX Design
Trends In Free time
Startup Growth Mature
Companies I’ve Worked With/At

3. Goals
Keep it simple & straight-forward
Build the right team for your stage of growth
Learn the job skills your Growth Marketers need
Define the role Engineering and Analytics need to play

4. This is what your Growth Marketers should be doing in 2019
Spending: Calculate manually how much to
spend
Targeting: Build granular targeted campaigns by
segment
Creative: Develop creative for each specific
audience
Reporting: Excel [love those Pivot Tables?]
Automation: Throw more Marketers at the
problem
Spending: Accept/Deny recommendations
from Data Science
Targeting: Build few campaigns targeting large
audiences
Creative: Test creative in bulk and let system
optimise to local performance
Reporting: Automated and available remotely
Automation: Business Intelligence and
Engineering
2015 2019

5. This is how your Marketers should be spending their week. Less time on low-value work
and more on strategic work: Data Analysis, Product Planning, and Creative Strategy.
2015 2019
Creative
Strategy Creative
Strategy
Spending
Spending
Targeting
Targeting
Reporting
Reporting
Product
Planning
Product
PlanningData
Analysis
Data
Analysis

6. Use a Data Scientist to predict marketing Spend decisions. Aim for 80-90%
accuracy and let Marketers* handle the 10-20% edge case scenarios [game
update, new city].
Simple decision tree of how to make spend decisions
*Human-in-the-loop [HITL] approach for the Analytics folks

7. Simplify the number of campaigns you’re running. Targeting can be automated.
Leverage the optimisation algorithms platforms [Facebook/Google] are offering.
Your campaign structure is probably too complicated.
2015 2019
Ages: 18-34
Gender: Male
Interests: Game of War
Operating System Version: 9.0+
Operating System: iOS
Carrier: Verizon
Geography: United States
Bid Type: Install
Ages: All Ages
Gender: All Genders
Interests: No Targeting
Operating System Version: All OS Versions
Operating System: iOS
Carrier: All Carriers
Geography: Worldwide
Bid Type: Day 7 Return on Investment
# of Campaigns: 1,000+ # of Campaigns: <25

8. Why do you need fewer campaigns? When you optimise for deeper conversion
events, the algorithm needs greater more events to optimise. Feed the machine.

9. Don’t use Excel to manage reporting. There are already best-in-class tools
that give you reporting on the fly, available on-the-go. You don’t need 1-2
hours to prep reporting or have a dedicated reporting analyst.
Example Report
Cost and Top-of-Funnel
Attribution
Data Visualisation

10. Become an expert in a specific type of creative format. In order to standout
from the pack you need to be hyper-focused on testing a specific ad format to
improve it’s creative performance. You cant become an expert in every format.
Search Ad Instagram Story Playable Pre-Roll
The list goes on: Lead Ad, Video, Interstitial, Incent PPE, etc..

11. Hire dedicated engineers and data scientists to support & own growth marketing
functions. If you aren’t dedicating full-time engineering resources you are going to
get your lunch eaten by more sophisticated teams.
Engineering
Analytics /
Data Science
Client
Data Ingestion & Processing LTV Prediction
Creative Winner Prediction
Spend Recommendations
Event Recommendations
SDK Integration
Event Tagging [Segment]
In-App Referral
Reporting Layer [Tableau/Looker]
Front-End Media Buying Tools
Image Asset Management Tools
Attribution Testing
Client A/B Testing [Leanplum]

12. Hire more Tech vs. Non-tech hires to support your growth marketing organization.
If you’re small bring in consultants to support on ad-hoc basis. Hire full-time once
you scale. At FoxNext our ratio is 60/40 Tech to Non-Tech.
Startup Growth Mature
Media Buyer
BI Engineer
Designer
Full-Stack Engineer
Data Scientist
Technical
Program Manager
Non-Tech
Tech
1
1
1
1
2-3
1-2
1-2
1
1
1
2
1-2
1-2
3-4
2
Consultant
Full-Time
Hybrid
Legend
1

13. Focus your Marketers’ time on higher value tasks [ex: Data Analysis]
Automate 80-90% of low-level tasks with Data Scientists. Let Marketers handle edge cases
Simplify your campaign structures & targeting
Ban Excel. Invest in tools & services to automate your reporting.
Learn to become a creative expert in 1-2 creative formats.
Hire dedicated Engineers and Data Scientists/Analysts
Recap

14. Learn this if you’re getting into Growth Marketing
Required
Become a Channel Expert: Avoid the career-trap of being a Jack of All Trades
Join a Channel-Based Team: You’ll learn faster from channel experts then generalists
Intermediate SQL: Mode Analytics has great free courses
Understand Data Science Models: Don’t need to code a notebook, but will help you talk to a Data Scientist
Learn to wireframe: Your designers will appreciate the visual references.You’re also likely to get better webpages,
apps, and creatives.
Optional
ETL Process & Database Architecture: How data gets into your database and available to you.
Take a Coding Class: Understand how your engineers code.
Product Development Course: Build better product requests. Courses available on Udacity/Udemy.
Considerations
Get Paid More: Technical Growth Marketers earn more [50%+] vs Marketing Generalists
Companies to Consider: Facebook, Robinhood, Pinterest, Blinkist, GetYourGuide, Supercell, Wheels

15. Questions?
david.mausolf@fox.com