GROWTH MARKETING
Growth Marketing That Goes Beyond Clicks and Impressions.
Full-funnel growth strategy and execution for startups and challenger brands tied to revenue, not vanity metrics.
IS THIS YOU
When Growth has Stalled and You're Not Sure Why
Growth problems rarely announce themselves clearly.
These are the signs something in your growth engine needs attention.
These are the signs something in your growth engine needs attention.
- You're acquiring customers but the numbers aren't compounding the way they should
- You're spending on paid channels but CAC keeps climbing and ROI is hard to justify
- Churn is eating into the gains your acquisition work is delivering
- You're running campaigns but not running experiments nothing is being learned
- Your growth team is executing tactics without a clear strategic framework behind them
- You need to demonstrate growth momentum ahead of a funding round
- You have a capable team but no senior growth leader to set direction and own the outcomes
WHAT IS GROWTH MARKETING
Not Just Acquisition.
The Full Engine.
Growth marketing is the discipline of driving scalable, measurable growth across the entire customer journey from the first time someone hears about you through to activation, retention, and expansion. It combines performance channels, content, experimentation, data analysis, and lifecycle marketing into a single, joined-up function.
Done well, growth marketing builds compounding momentum each experiment, each optimisation, each retained customer making the next one easier and cheaper. Done poorly, it's just a collection of tactics with no strategic thread connecting them.
Done well, growth marketing builds compounding momentum each experiment, each optimisation, each retained customer making the next one easier and cheaper. Done poorly, it's just a collection of tactics with no strategic thread connecting them.
WHATS COVERED
Every Stage of The Growth Funnel
Growth marketing work spans the full funnel no stage in isolation, everything connected to revenue.
AWARENESS
Brand
& Demand
& Demand
Getting in front of the right audience through paid, organic, content, and partnerships.
ACQUISITION
Channel
Strategy
Strategy
Identifying and scaling the channels that bring in qualified users at sustainable CAC.
ACTIVATION
Onboarding
& Conversion
& Conversion
Turning signups and leads into active, engaged customers as quickly as possible.
RETENTION
Lifecycle
& Engagement
& Engagement
Keeping customers engaged, reducing churn, and building habits that drive long term value.
REVENUE
Upsell
& Expansion
& Expansion
Identifying and executing the upsell, cross sell, and expansion loops that increase Customer LTV.
EXPERIMENTATION
Test
& Learn
& Learn
Building a structured experimentation culture that generates compounding insight over time.
CHOOSE YOUR ENGAGEMENT
Three Ways to Work Together Matched to Your Stage and Timeline
Growth marketing can be engaged as a focused sprint, an ongoing retainer, or a fully embedded growth leadership function. Each is a distinct engagement model so you can pick the one that fits where you are right now.
Growth Sprint
A focused, time boxed engagement built around a specific growth challenge. Ideal for businesses that need fast traction, want to validate a channel or hypothesis, or need to demonstrate momentum before a raise. Clear start, clear end, clear output.
- Growth audit & opportunity identification
- Channel prioritisation & quick win roadmap
- Weekly reporting & performance analysis
- End-of-sprint findings & recommendations
- Sprint goals & success metrics defined
- Experiment design & execution oversight
- CAC & conversion optimisation
- Handover playbook for your team
OR
Growth Retainer
Ongoing senior growth marketing leadership strategy, execution oversight, experimentation, and monthly reporting. For businesses that need consistent growth expertise without a full-time hire, available on a rolling monthly basis.
- Monthly growth strategy & prioritisation
- Experimentation programme management
- Monthly performance reporting & insights
- Content & SEO strategic direction
- Paid media strategy & budget allocation
- Full-funnel channel oversight & optimisation
- Agency & freelancer briefing and management
- CAC, LTV & cohort analysis
- Lifecycle & retention strategy
- Regular leadership team check-ins
OR
Embedded Growth Lead
The most intensive option a fractional head of growth embedded in your team, owning the full growth function end to end. For scale-ups ready to build a serious growth engine with dedicated senior leadership in place to run it.
- Everything in the growth retainer
- In-house team leadership & upskilling
- Cross-functional alignment with product & sales
- North Star Metric ownership
- PLG opportunity identification
- Full growth function ownership
- Growth team hiring support
- Board & investor growth reporting
- MarTech stack evaluation & optimisation
- OKR setting & quarterly planning
Not sure which tier fits your situation? The discovery call will help identify the right starting point or start with a marketing audit if you need a clear diagnosis before committing to a direction.
HOW IT WORKS
Structured From Day One Regardless of Engagement
01
Growth Audit & Baseline
A review of your current channels, funnel performance, data, and team.
This establishes a clear baseline and identifies the highest leverage opportunities before any work begins.
This establishes a clear baseline and identifies the highest leverage opportunities before any work begins.
02
Strategy & Prioritisation
A clear growth strategy built around your stage, objectives, and constraints with a prioritised roadmap of channels, experiments, and initiatives to focus on first.
03
Execution & Experimentation
Deploying the strategy across channels running experiments, optimising performance, building retention loops, and systematically testing what drives the best returns.
04
Analysis & Scaling
Regular performance reviews that turn data into decisions doubling down on what works, cutting what doesn't, and continuously compounding growth momentum over time.
HOW IT FITS WITH OTHER SERVICES
Works Standalone or Part Of A Wider Engagement
Growth marketing works as a standalone engagement for businesses with a clear growth challenge.
It also connects naturally with the marketing audit, marketing strategy, and fractional CMO services.
It also connects naturally with the marketing audit, marketing strategy, and fractional CMO services.
Audit
Then Growth
Then Growth
Start with a marketing audit to diagnose the growth blockers, then deploy a sprint or retainer to fix them.
Strategy
Then Growth
Then Growth
Build the marketing strategy first to define direction, then engage growth marketing to execute it.
Growth
Alongside CMO
Alongside CMO
The CMO owns overall marketing leadership while the embedded growth lead focuses specifically on the growth function.
PROOF
Growth That Compunds Over Time
A selection of growth outcomes from the portfolio and what building a proper growth engine unlocked.
85%
Reduction in CPA through full funnel channel optimisation and experiment led acquisition strategy
3,167%
Increase in leads year on year after restructuring a misaligned channel and growth strategy
750K
Daily active users reached through a sustained growth marketing programme across acquisition and retention
"Tait would run circles around marketing teams I’ve seen in major global startups.
He knows exactly what he’s doing when it comes to brand, marketing, product and growth. If you want results, you listen to him."
Founder and CEO
InsurTech
ABOUT
15+ Years Building Growth Engines.
Now I Bring That To You.
I'm Tait Lawson a fractional CMO and growth strategist with over 15 years building marketing and growth functions for startups and challenger brands across the UK, US, EU and Australia.
I've taken a company through IPO, supported four acquisitions, and helped businesses at every stage from seed to Series C build the marketing and growth engine that got them there. I work with an exclusive small number of clients at any one time to ensure I'm genuinely embedded.
I've taken a company through IPO, supported four acquisitions, and helped businesses at every stage from seed to Series C build the marketing and growth engine that got them there. I work with an exclusive small number of clients at any one time to ensure I'm genuinely embedded.
FAQS
Common Questions
How do I know which engagement type is right for me?
How is this different from hiring a performance marketing agency?
Can you work alongside our existing marketing team?
What's the minimum commitment for the retainer?
How does the embedded growth lead differ from the fractional CMO?
GET STARTED
Ready to Build a Growth Engine That Compounds?
Two ways to get started, pick whichever works best for you.
GET STARTED NOW
Complete a short questionnaire
Complete a short questionnaire about your business, current growth challenges, and which engagement type you're considering. We'll review and follow up to scope the right fit
Takes about 10 minutes. We'll be in touch within 24 hours.
BOOK A DISCOVERY CALL
Prefer to talk it through first?
Not sure which growth engagement type fits your situation? Book a free 30 minute call to talk through where you are and what growth marketing could look like for your business.
Free, no obligation. I respond to all enquiries within 24 hours.