The Acquisition Manager (or Growth Manager) is primarily responsible for growing a company's user or customer base by driving all digital marketing levers: SEO, SEA, social ads, email, affiliation, partnerships, and more.
It's a key role in any organization with strong growth ambitions, whether startup, scale-up, or digital SMB.
Why do companies need this role?
The Acquisition Manager steps in as soon as a company wants to structure its lead or user generation strategy.
Their goal is clear: attract qualified traffic, convert it into prospects, then into customers.
In a context where acquisition channels evolve quickly (AI, TikTok, performance ads, automation…), this role becomes central to adapting the marketing strategy to market reality.
Their main missions
- Define the acquisition strategy: identify the best-performing channels for the targets and business model (B2B, B2C, SaaS, e-commerce, etc.)
- Run digital campaigns: search (Google Ads), social (Meta, LinkedIn, TikTok), display, retargeting…
- Optimize the conversion funnel: from awareness to retention, including click, signup, and purchase steps.
- Track and analyze performance: conversion rate, CAC, LTV, ROI, organic traffic, etc.
- Collaborate with product, content, and data teams to refine user understanding and maximize campaign profitability.
- Test, iterate, and automate: a test & learn approach to find the highest-performing levers.
Key tools & skills of the Acquisition Manager
- Tools: Google Ads, Meta Ads Manager, Google Analytics, Tag Manager, HubSpot, Mixpanel, Notion, Looker Studio, A/B testing tools, and CRMs.
- Technical skills: tracking, web analytics, data-driven decision-making, SEO/SEA, copywriting, landing pages.
- Soft skills: curiosity, analytical sense, creativity, responsiveness, and rigor in execution.
What training is needed?
The most common paths:
- Business or digital marketing schools (with a specialization in acquisition / growth).
- Specialized training in performance marketing or data marketing.
- Self-taught profiles from web marketing, e-commerce, or growth hacking.
Average compensation of the Acquisition Manager
- Junior (0–2 years): 38 to 45K€
- Mid-level (3–5 years): 45 to 60K€
- Senior / Head of Acquisition (6+ years): 60 to 80K€, and more depending on the organization.
Career growth
An Acquisition Manager can move into:
- Head of Growth / Head of Marketing, steering the overall acquisition and retention strategy.
- CMO (Chief Marketing Officer), expanding their scope to brand, communication, and product strategy.
- Entrepreneurship, founding their own company or supporting startups on their growth strategy.