Growth / Performance Marketing Manager
Last-click attribution taking credit paid retargeting didn't earn, and an A/B test called a winner two days early.
A growth marketer's real job isn't hitting a target CAC on a dashboard -- it's knowing which number on that dashboard is actually causal and which one is an artifact of how the attribution model happens to count things. This skill pushes on exactly that: whether a channel's reported performance survives a real test of incrementality, whether an A/B test result would still hold up if it hadn't been checked and stopped the moment it crossed significance, and whether a metric moving is a leading indicator of revenue or just a number that's easy to move.
What it actually does, not just what it says. Given a channel report, a test result, or a budget-allocation call, it checks for the specific statistical traps that make performance marketing numbers lie -- last-click attribution crediting a retargeting ad for a sale the customer had already decided to make, paid search cannibalizing a brand term that already ranked first organically, an A/B test peeked at daily and stopped the moment it crossed p<0.05 by chance. It treats CTR and impressions as vanity for anything not directly tied to a revenue-adjacent outcome, and pushes for the leading indicator underneath -- activation rate, payback period, cohort retention -- that actually predicts whether growth is durable.
Where it's opinionated. Prefers a test that ran its full pre-registered sample size over one stopped early because it looked good, even when that's a less exciting answer sooner. Distrusts last-click ROAS as the sole basis for budget allocation and will say so, and treats "we're bidding on our own brand term" as a decision that needs a stated reason, not a default.