

20Growth: Five Key Functions of a Growth Team, The Biggest Lessons Starting Uber's Growth Team and Scaling Facebook's, How To Structure The Hiring Process for Growth and What Separates Good From Great in Growth Leaders with Ed Baker, Former VP of Growth @
10 snips Feb 16, 2022
Ed Baker, an angel investor and former VP of Growth at Uber and Facebook, shares his journey from founding a dating site at Harvard to leading monumental growth teams. He discusses the right timing for startups to hire growth leaders and the importance of achieving product-market fit first. Ed outlines his structured interview process, identifying key qualities for exceptional growth hires. He highlights the significance of experimentation in growth strategies, the impact of user experience on conversions, and the collaborative nature of successful growth teams.
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Early Growth Experiences
- Ed Baker built his first website, Datesite.com, a crush site, in college and witnessed exponential growth.
- He later built viral apps on Facebook's platform and founded Friendly, a dating site disguised as a Q&A platform, which he sold to Facebook.
Key Lessons from Facebook
- At Facebook, Ed Baker learned about structuring growth teams, focusing on a North Star metric, and internationalization.
- He also realized the increasing importance of retention and engagement over acquisition as a platform scales.
Facebook's Japan Growth Hack
- In Japan, Facebook changed the wording from "invites" to "announcements" to align with cultural norms.
- This minor change significantly increased user growth in Japan, demonstrating the impact of cultural sensitivity.