When women do it, it’s marketing. When men do it, it’s growth hacking. The masculine re-branding of marketing work as a technical skill — “hacking”, the implication of a more analytical or mathematical focus — is disingenuous, ahistorical. Marketing has always involved analytical and mathematical skills, and in technology, it has always required technical literacy and competency. Yet the emergence of the “growth hacker” is deeply indicative of a industry desperate to maintain gender inequalities even as women make significant inroads into some of its career paths.