Product Marketing Manager Job Description, Skills, and Salary
Are you searching for a product marketing manager job description? Get to know about the duties, responsibilities, qualifications, and skills requirements of a product marketing manager. Feel free to use our product marketing manager job description template to produce your own product marketing manager job description. We also provide you with information about the salary you can earn as a product marketing manager.
Who is a Product Marketing Manager?
A product marketing manager is someone who is in charge of a product’s positioning, messaging, and branding.
Product marketing managers are in charge of introducing new products or improving existing ones to the target market by explaining the benefits of the products.
They are especially curious about how consumers learn that the product they are promoting addresses their concerns. They will create a launch plan and collaborate with the social media team, the PR team, the marketing team, and the sales team to ensure a successful product launch and spread the word about this new or improved product.
Product marketing managers work as members of a company’s marketing team to identify the most appealing features of their products and promote them to current and prospective customers.
Product Marketing Manager Job Description
What is a product marketing manager job description? A product marketing manager job description is simply a list of duties and responsibilities of a product marketing manager in an organization. Below are the product marketing manager job description examples you can use to develop your resume or write a product marketing manager job description for your employee. Employers can also use it to sieve out job seekers when choosing candidates for interviews.
The duties and responsibilities of a product marketing manager include:
- Developing buyer and user personas.
- Carrying out extensive market research and competitor analysis to determine what consumers want from the ideal products.
- Collaborating with the marketing team, creating materials that highlight the product’s features and benefits.
- Teaching sales teams how to explain product benefits to potential customers
- Developing a marketing strategy.
- Defining product launch objectives and metrics in collaboration with product management.
- Determining the type of marketing and advertising content that must be produced and distributed, such as for television, radio, print, digital, or social media.
- Presenting the company at all times and to any audience to discuss the benefits of the product line as perceived by customers.
- Managing the calendar, determining when each piece of content will be created and released, and so on.
- Collaborating with writers and other content creators, both internal and external, to create the desired content.
- Working closely with the product team to educate internal and external stakeholders on the features and benefits of our product.
- Reporting to stakeholders on the progress of marketing initiatives.
- Describing the goals and benefits of new products to the sales team, as well as developing tools to make selling easier.
- Actively participating in decisions about strategies, plans, campaigns, distribution channels, and content types, among others.
- Establishing a product schedule and managing the project’s successful completion.
- Creating and managing the product’s budgets.
- Analyzing psychographics and demographics of target markets to develop successful campaigns by researching new marketing strategies and popular search terms.
- Organizing the plan’s cross-functional implementation, as well as the release of new and existing products.
- Analyzing product campaign analytics data.
- Pricing and forecasting advice to management and cross-functional teams.
- Assessing the marketing campaign’s ongoing support for the product’s effectiveness, as well as informing the company of any changes that are required.
- Maintaining contact with partners, suppliers, and other stakeholders to ensure that all aspects of the product are effectively managed.
- Controlling the planning and execution of trade shows and events, from booth design to on-site logistics, as well as establishing and maintaining relationships with outside vendors whose goods or services the product will require.
- Projecting evaluation based on relevant KPIs and feedback from current and potential customers.
- Assembling a team of product marketing executives from the ground up.
- Maintaining knowledge of industry news, trends, and developments, as well as changes in the competitive landscape.
Qualifications
The qualifications of a product marketing manager include:
- A Bachelor’s degree in marketing, business administration, or a closely related field.
- At least six years of product marketing, product management, or digital marketing experience, preferably in a related industry, is required.
- Familiar with productivity tools such as Microsoft Office, Project, and Basecamp
- Strong project management skills.
- Ability to solve problems and think creatively.
- Basic marketing and campaign management knowledge.
- Analytical and metric-driven project management abilities are required.
- Strong planning and communication skills.
- The ability to evaluate relevant data and make sound decisions.
- The ability to prioritize project tasks and responsibilities.
Essential Skills
Product marketing managers need the following skills to be successful in this job role:
- Creativity
Project marketing managers are inherently creative individuals. This is because it is critical for their products to stand out in a crowded market and compete for customers’ attention. PMMs have numerous opportunities to develop creative, entertaining, and effective campaigns aimed at raising awareness, educating the public, and ultimately converting prospects into customers.
- Market Analysis
If you want to be a successful product marketing manager, you must first understand your target market. The content you create and the various methods you use to market the product are determined by your target market and the actions you want them to take. This entails conducting a market analysis and examining the various customer segments and how they use the product. You should also investigate your competitors’ marketing strategies.
- Ability to Solve Problems
To plan and execute marketing campaigns, product marketing managers frequently work with a team of other experts. This frequently necessitates collaboration with other marketing managers, sales managers, graphic designers, copywriters, and others. The ability to solve problems and collaborate with others to find solutions to problems is a critical competency for product marketing managers.
- Communication Abilities
A high level of writing and speaking ability is required. You will frequently need to introduce new products and write compelling copy that tells the story of the products for various marketing channels. Product marketing managers work with a wide range of stakeholders, including other members of the marketing team, sales representatives, engineers, designers, and others. Effective communication is essential for ensuring that everyone on a project understands their role and how it relates to the roles of others. It is also critical to ensure that everyone is on the same page when it comes to product development and marketing.
- Empathy
Product marketing managers require empathy in order to better understand their customers and their problems. Project marketing managers must be able to imagine themselves in those people’s situations, even if they have never walked in those people’s shoes, in order to craft messages that will resonate with those people.
- Business Acumen
Business acumen refers to the ability to comprehend and evaluate financial data. Product marketing managers with business acumen can use it to make marketing campaign decisions. For example, they may use their business knowledge to determine whether a marketing strategy is effective or whether it is time to change tactics.
- Abilities to Conduct Research
Understanding customer needs and experiences is an important part of product marketing management. This mix will include data analysis, surveys, and customer interviews, so you should be comfortable with these techniques.
- Technical Knowledge
Technical knowledge is required to comprehend and explain complex processes, procedures, and systems. Technical expertise is an important characteristic for a product marketing manager to have because it allows you to understand the product you’re marketing and the strategies you use to market it. You can use this to create more successful marketing strategies and campaigns.
- Product Understanding
Product marketing managers must understand their product or service better than almost anyone else in the company. This is required in order to communicate the benefits to customers. Product marketing managers must carefully consider the impact of new functionality on use cases in addition to using their own product or service on a regular basis. Furthermore, they must communicate with customers on a regular basis in order to maintain a fresh perspective.
- Collaborative Skills
As a product marketing manager, you will collaborate with a variety of teams from various departments within the company. This frequently includes senior executives, the engineering department, the product management department, the press, and the sales and marketing department.
If you want to learn everything there is to know about how a product or feature is used, you must have the interpersonal skills to collaborate across departments.
Not all of the information will be available in one location; you will occasionally need to speak with the product manager and developers.
You’ll frequently need to jump right in, test the product, and take screenshots, so you’ll need access to the necessary settings.
The product marketing manager must also collaborate with design teams to develop creativity, as well as with sales and account management teams to ensure that marketing materials are distributed to the appropriate audiences.
- Organization
Product marketing managers must be well-organized. When you are the product marketing manager, the success of a feature or product is heavily reliant on your marketing initiatives.
You should be aware of all upcoming releases, understand which features and products are most important, and develop a well-organized promotion schedule.
- Research and Analytics
Product marketing managers become acquainted with web analytics and research tools in order to interpret data and use it to guide their efforts. Another aspect of this skill is recognizing trends and potential issues, particularly those that may have an impact on long-term product growth. These skills will also be required to keep track of what your competitors are doing and how it may affect your product.
- Marketing Expertise
Marketing expertise is another critical component of product marketing management. You could be in charge of developing marketing strategies, budgeting for marketing, and designing marketing campaigns. With a solid understanding of marketing tactics and strategies, you can create successful marketing campaigns that increase sales.
- Sales
To determine the needs of their target audience, a product marketing manager should be able to ask good questions. Following that, they will make a product sales pitch and explain why it is the best option for the client’s needs.
- Strategic Planning
A skilled product marketing manager will use this ability to collect data to ensure the success of a product at every stage of development. Setting priorities and creating persuasive messaging that will support the long-term success of your product is also part of this ability.
How to Become a Product Marketing Manager
Aspiring product marketing designers can follow the steps below to get started:
- Earn the Right Credentials
To develop the fundamental knowledge and abilities required for the position and to demonstrate your expertise to potential employers, you’ll need the appropriate credentials.
Some recruiters require a bachelor’s degree in marketing management, business, or a related field, though this isn’t always the case. A master’s degree will undoubtedly provide you with an advantage.
In addition to the foregoing, investing in various product marketing, product management, and sales certification courses will help you build a strong career and stay current with trends.
- Gather Relevant Experience
A product marketing manager is clearly a senior-level position. You cannot become a Pr0duct marketing manager after graduating from college if you do not have any experience in this field.
You must have a certain level of experience to be considered for this position. Recruiters typically ask for 3-5 years of experience in product marketing.
If you have no experience, start with entry-level positions such as product marketing intern. If you are unable to locate any active recruiters in your area, you can also inquire about volunteering.
Furthermore, if you have been working in a more traditional marketing role for some time, there is nothing stopping you from transitioning to the product side.
- Earn Professional Certifications
Product marketing managers can obtain certifications in product management and marketing to advance their careers and gain more theoretical and practical knowledge of their responsibilities.
Earning your certification, in addition to holding a mid-level position, can increase your earning potential. The Association of International Product Marketing (AIPMM) and Management’s Certified Product Marketing Manager (CPMM) designation is most likely the most relevant certification you can obtain.
The well-known Certified Product Marketing Manager (CPMM) certification covers topics such as product pricing and marketing communication.
There are no prerequisites for earning this certification because anyone can access the study materials and take the 120-question exam. However, the AIPMM recommends that those interested in pursuing it have at least an MBA or three or more years of product marketing experience.
- Prepare your Resume.
List your highest level of education, as well as any relevant certifications, honors, and experience, on your resume. Your work history should include the name of the company or organization, the dates you worked there, and an overview of your responsibilities, contributions, and accomplishments while there.
- Complete a Job Application
If you believe you have what it takes to become a product marketing manager, you only need to look for potential recruiters and open positions.
After completing your formal education, obtaining certifications, and gaining experience, examine the current job listings for your preferred industry and location. Apply for jobs for which you are qualified based on your education and experience. In your cover letter, emphasize why you are a good fit for that specific role and company.
Where to Work as a Product Marketing Manager
Product marketing managers work for corporations, advertising agencies, and marketing firms, among others. They typically work full-time, but they may occasionally work extra hours to complete projects on time or to attend weekend or evening events. Product marketing managers may travel to meet with clients or attend conferences. They may also travel to meet with potential clients or to observe how a product is used in practice.
Product Marketing Manager Salary Scale
A Product Marketing Manager with less than one year of experience can expect to earn an average total compensation of $77,927, which includes tips, bonuses, and overtime pay. In their first five years of employment, a Product Marketing Manager earns an average of $87,748 in total compensation. In their mid-career, an experienced Product Marketing Manager earns an average total salary of $99,088. A Product Marketing Manager with 10 to 19 years of experience earns an average total compensation of $106,676. Employees in their late careers (20 years and up) earn an average annual total compensation of $106,973.