Growth Manager

Role title

Growth Manager

Department

Commercial / Growth and Product Marketing

Location

Accra, Ghana, with travel to Complete Farmer operating markets as required

Grade

Manager-level individual contributor; final internal grade and band subject to the approved job-grading framework

Reports to

Chief Commercial Officer

Direct reports

None; leads cross-functional growth squads and initiatives through matrix authority

Role purpose and strategic context

PRIMARY MANDATE  Own and implement the cross-functional growth plan that acquires, activates and retains the right buyers, growers and partners; accelerates trusted platform adoption; and maintains a healthy balance between verified demand and execution-ready supply across Complete Farmer markets.

Measurable business outcomes

Annual and quarterly numeric targets must be baselined and approved through the company strategy, commercial plan, product goals, market expansion plan, S&OP process and budget. The following outcomes define success and must be tracked by persona, market, crop, channel and cohort where relevant.

Detailed responsibilities

Growth strategy, planning and marketplace balance

Translate company strategy, approved commercial priorities, product goals and market plans into an annual and quarterly growth strategy with targets, assumptions, owners, budgets, dependencies, leading indicators and decision gates.

Build a marketplace growth model that links qualified buyer demand, verified grower supply, activation, retention, transaction conversion, capacity, unit economics and seasonality by market and crop.

Set persona-, market-, crop-, channel- and cohort-specific funnel targets that reconcile to the approved enterprise plan and do not double count users, demand, supply or transactions.

Identify the highest-leverage constraints to growth using quantitative and qualitative evidence and prioritize initiatives by expected impact, confidence, effort, strategic fit, economic value and control risk.

Maintain a balanced portfolio of acquisition, activation, adoption, retention, referral, reactivation and market-liquidity initiatives rather than concentrating effort on top-of-funnel volume.

Own the growth operating cadence and provide the CCO with a clear view of actuals, forecast, variance, causes, decisions, risks, recovery owners and deadlines.

Customer insight, segmentation and growth positioning

Define and continually refine priority buyer, grower, agent and partner segments using need, behaviour, economics, crop, geography, channel, readiness and value-potential evidence.

Build end-to-end journey and funnel maps that identify value moments, trust barriers, friction, drop-off, handoffs, offline dependencies and reasons users fail to adopt or return.

Run structured interviews, surveys, field observation, win/loss reviews, support analysis and behavioural analysis with Product, Sales, Field Operations and Customer Success.

Translate insight into clear segment-specific value propositions, proof points, messages, offers, onboarding paths and calls to action that remain accurate to the product and operating model.

Maintain a documented growth-insight repository and ensure new campaigns and experiments cite the evidence, user problem and expected behaviour they intend to change.

Buyer acquisition and demand growth

Partner with Sales and category owners to define qualified buyer profiles, buying triggers, priority markets, account clusters and demand-generation plays for Complete Farmer's target buyer segments.

Design and execute attributable buyer acquisition through approved digital, content, event, referral, partnership, outbound-enablement and account-based channels.

Build landing, education, proof, enquiry and onboarding journeys that convert target buyers into qualified opportunities while setting accurate expectations about supply, specifications, service and commercial process.

Measure channel and cohort quality through qualification, opportunity progression, conversion, transaction, repeat demand, sales-cycle time and economics, not marketing-qualified lead volume alone.

Work with Sales to diagnose pipeline leakage, improve handoff and follow-up SLAs, test nurture and reactivation sequences and document scalable demand-generation playbooks.

Do not publish or imply unapproved prices, supply availability, product capability, delivery commitments, quality claims or contractual terms.

Grower acquisition, activation and platform adoption

Partner with Field Operations, Agronomy and Product to define target grower cohorts, eligible crop/territory opportunities and the evidence required for registration, verification, mapping, activation and demand matching.

Design channel strategies across digital, assisted, agent, cooperative, community, partnership, IVR, USSD, SMS, WhatsApp and field touchpoints according to approved market capability and product readiness.

Optimize the path from awareness to verified participation by addressing trust, literacy, language, connectivity, identity, land-data, onboarding, training and perceived-value barriers.

Ensure acquisition partners and field teams use approved messages, consent, eligibility, attribution and evidence standards and that duplicate, ghost, inactive or unsupported records receive no growth credit.

Measure downstream quality through verification, mapped land, demand match, protocol or workflow adoption, productive use, retained participation, supply realization and farmer outcomes.

Coordinate targeted education, nudges, assisted adoption and reactivation for users who stall at high-value funnel stages, without substituting incentives for unresolved product or operating failures.

Lifecycle growth, retention, referral and reactivation

Define persona-specific lifecycle stages, activation events, health indicators, churn risks, next-best actions and re-engagement triggers with Product, Customer Success, Sales and Field Operations.

Build coordinated in-product and out-of-product journeys for onboarding, education, milestone completion, repeat use, crop-cycle continuity, cross-sell, referral and reactivation.

Segment communication and interventions by behaviour, crop cycle, value, readiness and risk rather than using undifferentiated broadcasts.

Diagnose retention and repeat-use gaps using cohort data, transaction history, complaints, user research and operational failure reasons; assign root causes to the accountable owner.

Design referral and advocacy mechanics with fraud, incentive, consent and quality controls, rewarding verified value rather than invitation volume.

Track whether incentives create durable behaviour after removal and stop programmes that attract low-quality users, encourage gaming or exceed approved economics.

Growth experiments and high-leverage growth hacks

Maintain a ranked experiment backlog with a defined user problem, hypothesis, target segment, intervention, success metric, guardrail, sample or exposure logic, cost, owner and decision date.

Run rapid but controlled tests across messaging, channel, onboarding, product prompts, offers, pricing presentation, partnerships, referrals, sales enablement and operational handoffs within approved authority.

Use appropriate experimental or quasi-experimental methods, baselines and comparison groups to distinguish incremental impact from seasonality, selection bias, channel overlap and normal commercial activity.

Protect users, brand, data, margin, quality and operations through pre-agreed stop conditions and do not scale a test until downstream quality and economics are understood.

Record results, limitations, segment effects, unintended consequences and scale/iterate/stop decisions, including failed experiments, in a searchable learning repository.

Convert winning experiments into documented playbooks, product requirements, standard journeys or channel programmes with accountable owners and ongoing performance monitoring.

Product-led growth and go-to-market execution

Partner with Product to define activation, meaningful use and retention events for each persona and ensure the event taxonomy reflects real marketplace value.

Quantify product friction and growth opportunities, write evidence-backed problem briefs and recommend roadmap or workflow changes without promising features or overriding Product prioritization.

Contribute segment, market, message, onboarding, education, channel, commercial and operational requirements to launch plans before development or release commitments are locked.

Own the cross-functional growth portion of go-to-market plans, including audience, proposition, channel, adoption journey, enablement, launch measurement and post-launch optimization.

Verify that releases are discoverable, understood and used by target cohorts; distinguish a shipped feature from successful adoption and escalate product or operating barriers early.

Build feedback loops that connect user behaviour, field insight, sales evidence and support issues to Product and connect release decisions back to Commercial and field teams.

Channel, partnership and campaign economics

Select and manage the approved channel mix using segment reach, trust, conversion, speed, downstream quality, attribution, cost and operational capacity rather than popularity or impressions.

Create clear campaign and partnership briefs with objective, audience, proposition, journey, creative requirements, budget, tracking, owner, SLA, control and decision criteria.

Develop growth partnerships with associations, cooperatives, ecosystems, distributors, institutions, platforms, referral sources and communities where they improve qualified access or trust.

Evaluate partner performance through verified users, activation, retention, transaction outcomes, economics, data quality and conduct; renegotiate, suspend or exit weak relationships through approved processes.

Control agency, media, event, incentive and partner spend against approved budgets, purchase and contracting rules; reconcile commitments and results with Finance.

Maintain channel saturation, fraud, duplication, brand, privacy and dependency controls and diversify acquisition where concentration creates material risk.

Growth analytics, attribution and performance visibility

Own the business definition of the growth funnel and partner with Product, Data, Finance and Commercial owners to maintain a governed metric dictionary and source-of-truth dashboard.

Define tracking requirements for campaigns, landing journeys, product events, assisted channels, referrals, partners and offline handoffs before launch and verify implementation after release.

Build dashboard views for acquisition, activation, adoption, retention, referral, reactivation, matching, transaction conversion, unit economics and experiment performance by relevant segment and cohort.

Use attribution models carefully, disclose limitations and triangulate platform, CRM, finance, field and experiment evidence before reallocating material spend.

Monitor data completeness, event health, identity resolution, duplicates, bot or fraud signals, latency and cross-system reconciliation and escalate material measurement failures.

Produce concise weekly and monthly growth narratives that explain what changed, why, commercial impact, confidence, decisions, learning and next action rather than reporting charts without interpretation.

Cross-functional execution, markets and operating discipline

Form and lead time-bound growth squads across Commercial, Product, Data, Field Operations, Agronomy, Customer Success, Brand, Finance and Supply Chain with explicit outcomes, decision rights and deadlines.

Represent growth in commercial planning, product planning, S&OP, launch and market reviews and ensure demand and supply initiatives are reconciled before execution.

Localize growth plays for each market using language, culture, trust, channel access, crop calendar, payment behaviour, regulation, product readiness and operating capacity evidence.

Define launch and expansion readiness criteria and recommend scale, pause or redesign when product, supply, service, measurement or economics cannot support responsible growth.

Manage external agencies, freelancers and partners to approved briefs, service levels, budgets, data-access rules, intellectual-property terms and performance standards.

Model Complete Farmer's leadership standards of Clarity, Ownership and People-First leadership while operating as a multiplier of Commercial and Product teams without direct reports.

Risk, ethics and growth controls

Maintain a growth risk register covering misleading claims, privacy and consent, bias, fraud, duplicate identity, incentive gaming, channel conflict, brand harm, vulnerable-user treatment, acquisition quality and operational overload.

Ensure campaigns, experiments and partner journeys comply with approved data-protection, consent, brand, commercial, procurement, finance, safeguarding and regulatory requirements.

Do not use dark patterns, fabricated urgency, hidden terms, unverified testimonials, unsafe advice or incentives that pressure users into unsuitable commitments.

Stop or escalate activity that lacks approved measurement, exceeds authority or budget, creates material customer harm, attracts persistently low-quality users or produces uneconomic growth.

Surface adverse results, broken tracking, channel manipulation and unintended consequences promptly; preserve evidence and never alter definitions or attribution to protect reported performance.

Required experience, qualifications and technical capabilities

Required experience

Three to five years of progressively responsible growth, product growth, product marketing, marketplace, digital acquisition or lifecycle experience, with direct evidence of scaling technology-enabled platforms across more than one market.

Demonstrated ownership of acquisition, activation, adoption, retention, referral or transaction outcomes rather than campaign delivery alone, including clear before-and-after metrics and personal contribution.

Experience managing both sides of a marketplace, platform or ecosystem is strongly preferred, including the practical challenge of balancing demand, supply, liquidity, quality and operating capacity.

Proven ability to design and evaluate experiments, distinguish correlation from incremental impact, scale validated growth loops and stop activity that is low-quality or uneconomic.

Hands-on experience with product analytics, CRM and marketing automation, digital channel measurement, cohort analysis, attribution, dashboards and unit-economics decisions.

Experience acquiring and enabling users in markets with trust, literacy, language, connectivity, identity or assisted-adoption barriers; African emerging-market experience is strongly preferred.

Evidence of leading cross-functional initiatives across Commercial, Product, Data and Operations without relying on formal authority or direct reports.

Experience managing agencies, channel partners, communities, referral programmes or ecosystem partnerships against measurable outcomes, budgets and conduct standards.

Exposure to agritech, agriculture, B2B trade, supply chains, fintech, logistics or other operationally complex platforms is advantageous, but does not replace proven technology-adoption results.

Qualifications

Bachelor's degree or equivalent demonstrated capability in marketing, business, economics, analytics, technology, product, communications, agriculture or a related discipline.

Recognized training or certification in growth, product marketing, digital analytics, experimentation, CRM/automation, performance marketing or product management is advantageous but not a substitute for demonstrated outcomes.

Strong numerical and analytical capability, including funnel mathematics, cohort analysis, experiment interpretation, budget management and commercial unit economics.

Excellent written, verbal and visual communication, with the ability to turn evidence into precise briefs, value propositions, test designs, dashboards, executive updates and field-ready messages.

Fluent professional English; French and relevant Ghanaian or regional language capability are advantageous according to assigned markets and channels.

Ability and willingness to work from Accra and travel to operating markets, rural communities, partner locations, field activities and customer engagements as required.