Hacking is not a derogatory term. It simply implies that the person doesn’t really care much about prescribed methods of doing a thing and instead focuses on deliverables and then finds interesting and innovative ways to arrive at that deliverable.
With growth hacking, a term coined by Sean Ellis in 2010, the goal is to grow your business. It doesn’t really matter to the contractor how the business grows, as long as it does. It doesn’t have to be via marketing, or any prescribed methods – as long as there is growth that’s all that matters. Business growth can occur slowly or massively.