[whiteandnerdy]

Your colleague is dealing with a problem of disaligned incentives. If growth was the top priority for the engineering team, then (assuming her suggestions are good) they would get actioned. I would guess that either the team are busy with features they think management care more about, or with support/bugfix.

I would propose a growth bounty – if teams can show growth _on metrics that are preapproved by the growth team_ they get a bonus linked to the growth in user count / revenue / etc. If this is done right then the growth team just have to make sure people don't game the system.

If leadership aren't willing to put their money where their mouth is, this means they're probably paying lip service to growth and engineers are correctly identifying that these tickets aren't what management really care about – in which case your colleague either needs to convince management to reprioritise, or find another role.