Growth Specialist
Don't guess, test: growth that scales through experiments.
- Level
- Advanced
- Duration
- ~35 hours
- Live
- 41/99
- Free
- 1
No credit card required. No marketing experience needed.
Program map
41
41 of 99 workouts live today
One bar per module, in program order.
- Has free workouts
- Pro
- Coming soon
From the fundamentals to your own work.
Shared foundations, a focused specialty, and projects that bring your practice together.
1The Marketing FunnelStart here1 freeThe journey that turns a stranger into a customer, and a customer into a loyal fan, plus the metrics that measure each stage.6 workouts, 35 min
- 1What is a marketing funnel?5 min5 minFree
- 2Awareness: meeting someone who has never heard of you6 min6 minPro
- 3Consideration: the "why you?" question6 min6 minPro
- 4Conversion: from click to sale6 min6 minPro
- 5Loyalty: the hidden bottom of the funnel5 min5 minPro
- 6A metric for every stage: CPM, CTR, CVR, CPA, ROAS7 min7 minPro
2Target Audience and Value PropositionNo ad works until you know who you are selling to: personas, segmentation and a clear value proposition.5 workouts, 29 min
3Marketing Metrics and KPIsKnowing which numbers really matter: choosing KPIs, unit economics, profitability and setting realistic targets.6 workouts, 37 min
- 1Metric or KPI? Numbers tied to a goal6 min6 minPro
- 2CAC, LTV and payback period7 min7 minPro
- 3ROAS is not enough: profit margin and break-even ROAS7 min7 minPro
- 4The North Star metric and the metric tree6 min6 minPro
- 5Vanity metrics: the likes and followers trap5 min5 minPro
- 6Setting realistic targets: past data, seasonality and budget6 min6 minPro
4The Digital Channel MapSearch, social media, marketplaces, email and messaging: what each channel is good for and where your customers actually spend their time.6 workouts, 34 min
- 1Paid, owned and earned media5 min5 minPro
- 2Search: capturing intent (Google, YouTube, AI assistants)6 min6 minPro
- 3Social media: creating demand6 min6 minPro
- 4Marketplaces: where many shoppers start (Amazon, Etsy, eBay)6 min6 minPro
- 5Email, SMS and WhatsApp: reaching your own audience5 min5 minPro
- 6Choosing channels on a tight budget6 min6 minPro
5Ad Copywriting BasicsCopy that grabs attention in the first line, sells a benefit and gets people to act: hook, body, CTA and formulas that work.6 workouts, 34 min
- 1The hook: stopping people in the first line6 min6 minPro
- 2Sell benefits, not features5 min5 minPro
- 3AIDA and PAS: two formulas that work6 min6 minPro
- 4Writing a call to action (CTA)5 min5 minPro
- 5Same message, different platform: Google, Meta, TikTok, marketplaces6 min6 minPro
- 6Ad policies and truth-in-advertising rules6 min6 minPro
6Landing Pages and OffersComing soonThe page the ad sends people to: message match, page structure, offer design, no-code tools and the numbers that tell you if it works.6 workouts, 34 min
- 1Message match: the ad and the page must say the same thing5 min5 minComing soon
- 2Anatomy of a landing page that converts6 min6 minComing soon
- 3Designing the offer: lead magnet, trial, consultation, discount6 min6 minComing soon
- 4Building one with no-code tools: Webflow, Framer, WordPress, Carrd6 min6 minComing soon
- 5Forms, friction and the thank-you page5 min5 minComing soon
- 6Landing page metrics: conversion rate, cost per lead, speed6 min6 minComing soon
Portfolio project: Build a landing page for a local service. A live no-code page or a complete mockup, the matching ad, and a form-to-CRM handoff plan.
7Experiment Design and A/B TestingComing soonTest instead of guessing: writing hypotheses, prioritizing experiments, calculating sample size and reading the result correctly.6 workouts, 36 min
- 1A good hypothesis: because, if, then5 min5 minComing soon
- 2Prioritizing experiments: ICE and PIE6 min6 minComing soon
- 3Sample size and test duration7 min7 minComing soon
- 4Statistical significance: the p-value in plain English7 min7 minComing soon
- 5Common mistakes: stopping early, multiple testing, the novelty effect6 min6 minComing soon
- 6Experimentation culture and the experiment log5 min5 minComing soon
Portfolio project: A quarterly experiment roadmap. A prioritized experiment list, a sample size calculation and a complete experiment doc (hypothesis, metric, duration, decision rule).
8Conversion Rate Optimization (CRO)Coming soonMore sales from the same traffic: user behavior analysis, landing pages, checkout, trust signals and the mobile experience.6 workouts, 35 min
- 1The CRO process: research, hypothesize, test5 min5 minComing soon
- 2Heatmaps and session recordings: behavior analysis with Clarity6 min6 minComing soon
- 3The anatomy of a landing page6 min6 minComing soon
- 4Checkout: where orders get lost between cart and purchase7 min7 minComing soon
- 5Trust signals: reviews, clear return terms, secure payment5 min5 minComing soon
- 6Mobile experience and page speed6 min6 minComing soon
Portfolio project: A landing page CRO audit. A CRO audit report, a redesigned page wireframe and two A/B test plans.
9Pricing, Offers and Buying PsychologyComing soonWhy people say yes: anchoring, decoy pricing, scarcity, guarantees and bundles, and how to use them without misleading anyone.6 workouts, 34 min
- 1Anchoring: the first number changes every number after it6 min6 minComing soon
- 2Decoy pricing and three-tier offers6 min6 minComing soon
- 3Scarcity and urgency without burning trust6 min6 minComing soon
- 4Guarantees, trials and risk reversal5 min5 minComing soon
- 5Bundles, price framing and "per day" math6 min6 minComing soon
- 6Where persuasion becomes a dark pattern5 min5 minComing soon
Portfolio project: Redesign a pricing page. A pricing page wireframe, a one-page rationale mapping each element to a principle, and a list of tactics you deliberately avoided.
10Marketing Data Analysis: From Spreadsheets to CohortsComing soonAnalyzing data yourself with Google Sheets, pivot tables and basic SQL, and understanding user behavior with funnel and cohort analysis.6 workouts, 36 min
- 1Pivot tables and core formulas in Google Sheets6 min6 minComing soon
- 2SQL for marketers: SELECT, WHERE, GROUP BY7 min7 minComing soon
- 3Querying GA4 data in BigQuery6 min6 minComing soon
- 4Funnel analysis: where do users drop off?6 min6 minComing soon
- 5Cohort analysis and the retention curve6 min6 minComing soon
- 6Telling stories with data5 min5 minComing soon
Portfolio project: A cohort and funnel analysis report. Funnel and cohort tables (Sheets or SQL queries), a retention chart and an analysis report with 3 recommendations.
11Growth Loops and Channel MixComing soonGrowth that feeds itself instead of one-off campaigns: activation, referral programs, product-led growth, channel mix and a growth model.6 workouts, 36 min
- 1Funnel or loop?5 min5 minComing soon
- 2Activation: finding the "aha moment"6 min6 minComing soon
- 3Referral programs: bring a friend6 min6 minComing soon
- 4Product-led growth (PLG) and freemium6 min6 minComing soon
- 5Channel mix: which channel scales?6 min6 minComing soon
- 6Building a simple growth model7 min7 minComing soon
Portfolio project: A growth model for an app. A spreadsheet growth model, a sensitivity analysis and 3 experiment ideas aimed at the leverage point.
12Affiliate and Partnership MarketingComing soonGrowth through other people's audiences: affiliate programs, referral partnerships, co-marketing, commission models and fraud you need to watch for.6 workouts, 34 min
- 1How affiliate marketing works: links, cookies, commissions5 min5 minComing soon
- 2Choosing a program model: networks, in-house, hybrid6 min6 minComing soon
- 3Recruiting and onboarding partners6 min6 minComing soon
- 4Co-marketing and cross-promotion deals6 min6 minComing soon
- 5Tracking, attribution and affiliate fraud6 min6 minComing soon
- 6Measuring partner ROI and paying out5 min5 minComing soon
Portfolio project: Launch an affiliate program. A program one-pager, a partner outreach list of 20, a commission and terms sheet, and a tracking checklist.
13Customer Segmentation, LTV and LoyaltyComing soonGetting value out of customer data: RFM segmentation, lifetime value, churn analysis and loyalty programs.5 workouts, 30 min
- 1RFM analysis: find your most valuable customers7 min7 minComing soon
- 2Calculating customer lifetime value (LTV)6 min6 minComing soon
- 3Churn analysis and early warning signals6 min6 minComing soon
- 4Loyalty programs: points, tiers, memberships6 min6 minComing soon
- 5Increasing the repeat purchase rate5 min5 minComing soon
Portfolio project: RFM segmentation and a segment plan. An RFM segment table (Google Sheets), segment sizes and values, and a messaging plan for each segment.
14Attribution and Measurement StrategyComing soonWhich channel drove the sale? Attribution models, double counting across platforms, attribution windows and the measurement triangle.5 workouts, 31 min
- 1What is attribution, and why does every channel claim the sale?6 min6 minComing soon
- 2Last-click and data-driven attribution6 min6 minComing soon
- 3Why do platform reports add up to more than the total?6 min6 minComing soon
- 4View-through conversions and attribution windows6 min6 minComing soon
- 5The measurement triangle: attribution, incrementality, MMM7 min7 minComing soon
Portfolio project: An attribution gap report. A cross-source comparison table, explanations for each gap and a one-page measurement framework.
15Budget Management and IncrementalityComing soonSplitting budget across channels the right way, spotting diminishing returns and measuring whether ads really bring in extra sales.6 workouts, 36 min
- 1Monthly budget planning and seasonality6 min6 minComing soon
- 2Diminishing returns: what each extra dollar is worth6 min6 minComing soon
- 3Incrementality: would they have bought without the ad?6 min6 minComing soon
- 4Lift tests and geo experiments7 min7 minComing soon
- 5What is marketing mix modeling (MMM) for?6 min6 minComing soon
- 6Pitching a budget request to leadership5 min5 minComing soon
Portfolio project: Reallocate a channel budget. The current and proposed budget split, an incrementality test design and a one-page summary for leadership.
16AI in MarketingMake AI your teammate for content, ad creative, analysis and research, and understand how AI search is changing marketing.6 workouts, 35 min
- 1Writing good prompts: role, context, examples, format6 min6 minPro
- 2Creating content with AI: speed, brand voice and control6 min6 minPro
- 3AI for ad images and video creative6 min6 minPro
- 4AI for data analysis: from spreadsheet to insight6 min6 minPro
- 5AI search: how ChatGPT, Gemini and AI Overviews are changing traffic6 min6 minPro
- 6Risks: hallucinations, copyright, privacy and brand safety5 min5 minPro
17Portfolio, Resume and InterviewsProve what you have learned to a recruiter: a project portfolio, an ATS-friendly resume, a LinkedIn profile and case interview practice.6 workouts, 35 min
- 1Portfolio: turning your projects into case studies6 min6 minPro
- 2A marketing resume: write results, not duties6 min6 minPro
- 3Setting up your LinkedIn profile for recruiters5 min5 minPro
- 4The case interview: "How would you spend this budget?"7 min7 minPro
- 5Take-home assignments: structure and presentation6 min6 minPro
- 6Job offers: salary research and negotiation5 min5 minPro
41 of 99 workouts in this program are live today, across 17 modules. Workouts take 5 to 7 minutes; projects need a longer, focused session.
What you'll be able to practice
On top of the digital marketing fundamentals, you add experiment design, A/B testing statistics, conversion rate optimization and funnel and cohort analysis. With growth loops, channel mix, attribution and incrementality, you learn to find which levers really drive growth and to run a quarterly experiment roadmap.
Roles it prepares you for
Job titles you'll see in listings for this work. Titles differ from company to company, so read the duties in the listing, not just the title.
- Growth Marketing Specialist
- Growth Specialist
- Growth Marketing Manager
- CRO Specialist
- Growth Marketer
What the work looks like day to day, pay by level and country, and how the role grows: Growth Marketer
- Prioritize 10 experiment ideas with ICE and write an experiment doc with a calculated sample size.
- Audit a landing page with heatmap and form data and design two A/B tests.
- Run funnel and cohort analyses on user data and find the biggest retention opportunity.
- Build a growth model with acquisition, activation, retention and referral assumptions.
- Reallocate channel budget based on attribution and incrementality findings.
Work you can explain.
A portfolio project at the end of every module.
Example portfolio direction
Map a brand's funnel
Using the ad and sales data of a fictional brand, map every stage of its funnel, pick one metric for each stage and find the stage where the most customers drop off.
What you hand in: A one-page funnel map: stages, metrics, the weakest stage and two improvement ideas.
How the project is judged
- Accuracy
- Diagnosis
- Ideas
- Clarity
A clear place to begin.
Built for complete beginners and career switchers. You don't need a client account or your own ad budget: you work with realistic, fictional-brand scenarios.
Start with one decision.
Your first workout is ready when you are.
No credit card required. No marketing experience needed.
