Growth Marketing Manager at Lyssna
Owned the end-to-end growth strategy — acquisition, activation, retention and expansion — operating as the primary growth function within a lean marketing team.
The Company
What is Lyssna?
Lyssna is a B2B SaaS user research platform that helps product, UX, and marketing teams run fast, high-quality research studies through participant recruitment, surveys, and usability testing. As a growth-stage startup competing in a crowded research tools market, they needed a senior growth marketer to own the full funnel and build a scalable revenue engine from the ground up.
Visit LyssnaNorth Star Metric (NSM)
My Objective
The mandate was to build a scalable revenue engine across a self-serve and sales-assisted model. I owned paid media across Google Ads, Meta Ads and LinkedIn Ads, drove organic growth through SEO and outbound, ran structured CRO and onboarding A/B tests, and built lifecycle programs in Ortto and HubSpot covering nurturing, activation, upsell and cross-sell. A growth experimentation framework using ICE scoring prioritised initiatives and scaled winners.
Optimised Metrics
Results
Execution
Tasks & Responsibilities
Tasks
- 1Manage paid media budgets across Google Ads, Meta Ads, LinkedIn Ads, Reddit Ads and G2 Ads.
- 2Run structured A/B tests on landing pages, messaging and self-serve onboarding flows.
- 3Build and operate lifecycle programs in Ortto and HubSpot (nurture, activation, upsell, cross-sell).
- 4Partner with Customer Success on retention interventions to reduce churn.
- 5Track performance via GA4 dashboards and custom attribution models.
Responsibilities
- 1Own the full-funnel growth strategy across self-serve and sales-assisted motions.
- 2Drive organic growth through SEO and outbound, alongside paid acquisition.
- 3Define and monitor key growth KPIs: CAC, LTV, MQL→SQL conversion, activation, expansion revenue.
- 4Establish and run a growth experimentation framework using ICE scoring.
- 5Reduce time-to-value and increase activation rates through onboarding optimisation.
Transparency
Successes & Failures
Successes
Failures
Marketing Areas
Areas at Lyssna
Paid Media
Google Ads, Meta Ads, LinkedIn Ads, Reddit Ads and G2 Ads across the funnel.
CRO & Onboarding
A/B testing on landing pages, messaging and self-serve onboarding flows.
Lifecycle Marketing
Nurture, activation, upsell and cross-sell programs in Ortto and HubSpot.
SEO & Outbound
Organic acquisition through SEO and outbound prospecting.
Experimentation
ICE-scored growth experiments tracked via GA4 and custom attribution.
Marketing Technology Stack
Tools at Lyssna
Time Commitment
Time at Lyssna
Full-time growth role within a lean marketing team. Remote-first collaboration with Product, Customer Success and Sales to align growth experiments with the broader GTM strategy.
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