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Become A Director, Product Marketing

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Working As A Director, Product Marketing

  • Communicating with Supervisors, Peers, or Subordinates
  • Establishing and Maintaining Interpersonal Relationships
  • Interacting With Computers
  • Organizing, Planning, and Prioritizing Work
  • Making Decisions and Solving Problems
  • Mostly Sitting

  • Stressful

  • $167,783

    Average Salary

What Does A Director, Product Marketing Do

Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, sales agents, and financial staff members.

Duties

Advertising, promotions, and marketing managers typically do the following:

  • Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media
  • Plan promotional campaigns such as contests, coupons, or giveaways
  • Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media, and billboards
  • Negotiate advertising contracts
  • Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement
  • Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
  • Develop pricing strategies for products or services marketed to the target customers of a firm
  • Meet with clients to provide marketing or technical advice
  • Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities

Advertising managers create interest among potential buyers of a product or service. They do this for a department, for an entire organization, or on a project basis (referred to as an account). Advertising managers work in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in organizations that advertise heavily.

Advertising managers work with sales staff and others to generate ideas for an advertising campaign. They oversee the staff that develops the advertising. They work with the finance department to prepare a budget and cost estimates for the campaign.

Often, advertising managers serve as liaisons between the client and the advertising or promotion agency that develops and places the ads. In larger organizations with extensive advertising departments, different advertising managers may oversee in-house accounts and creative and media services departments.

In addition, some advertising managers specialize in a particular field or type of advertising. For example, media directors determine the way in which an advertising campaign reaches customers. They can use any or all of various media, including radio, television, newspapers, magazines, the Internet, and outdoor signs. 

Advertising managers known as account executives manage clients’ accounts, but they are not responsible for developing or supervising the creation or presentation of advertising. That task becomes the work of the creative services department.

Promotions managers direct programs that combine advertising with purchasing incentives to increase sales. Often, the programs use direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or special events to target customers. Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, or contests.

Marketing managers estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization’s products.

Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations’ customers are satisfied. They work with sales, public relations, and product development staff.

For example, a marketing manager may monitor trends that indicate the need for a new product or service. Then he or she oversees the development of that product or service. For more information on sales or public relations, see the profiles on sales managers, public relations and fundraising managers, public relations specialists, and market research analysts.

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How To Become A Director, Product Marketing

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. These managers typically have work experience in advertising, marketing, promotions, or sales.

Education

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. For advertising management positions, some employers prefer a bachelor’s degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.

Most marketing managers need a bachelor’s degree. Courses in business law, management, economics, finance, computer science, mathematics, and statistics are advantageous. For example, courses in computer science are helpful in developing an approach to maximize online traffic, by utilizing online search results, because maximizing such traffic is critical for digital advertisements and promotions. In addition, completing an internship while in school can be useful.

Work Experience in a Related Occupation

Advertising, promotional, and marketing managers typically have work experience in advertising, marketing, promotions, or sales. For example, many managers are former sales representatives; buyers or purchasing agents; or public relations specialists.

Important Qualities

Analytical skills. Advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization. 

Communication skills. Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process. They must also be able to communicate persuasively with the public.

Creativity. Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.

Decisionmaking skills. Managers often must choose between competing advertising and marketing strategies put forward by staff.

Interpersonal skills. These managers must deal with a range of people in different roles, both inside and outside the organization.

Organizational skills. Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members.

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Director, Product Marketing Videos

Director of Marketing, Career Video from drkit.org

Rick Malins, Product Marketing Manager, Google

Meet a Google Associate Product Manager Program Alumna, feat. Laura

Director, Product Marketing Jobs

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Help others decide if this is a good career for them

Average Length of Employment
Product Director 3.4 years
Top Careers Before Director, Product Marketing
Director 2.9%
Consultant 2.4%
Manager 2.3%
Top Careers After Director, Product Marketing
Director 4.7%
Consultant 4.7%
Principal 3.5%

Do you work as a Director, Product Marketing?

Director, Product Marketing Demographics

Gender

Male

72.5%

Female

25.3%

Unknown

2.2%
Ethnicity

White

60.8%

Hispanic or Latino

14.2%

Asian

10.7%

Black or African American

9.9%

Unknown

4.5%
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Foreign Languages Spoken

Spanish

29.5%

German

15.4%

French

14.1%

Portuguese

6.4%

Japanese

6.4%

Mandarin

5.1%

Italian

5.1%

Chinese

3.8%

Carrier

2.6%

Dutch

1.3%

Hungarian

1.3%

Vietnamese

1.3%

Basque

1.3%

Russian

1.3%

Tagalog

1.3%

Korean

1.3%

Croatian

1.3%

Arabic

1.3%
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Director, Product Marketing Education

Schools

Northwestern University

8.8%

Santa Clara University

6.3%

Babson College

6.3%

University of Phoenix

6.3%

Carnegie Mellon University

5.3%

Cornell University

5.3%

University of California - Los Angeles

5.3%

University of Southern California

4.9%

Duke University

4.9%

George Washington University

4.6%

University of Texas at Austin

4.6%

University of Washington

4.6%

Boston University

4.6%

New York University

4.2%

University of Pennsylvania

4.2%

Northeastern University

4.2%

University of California - Berkeley

3.9%

San Jose State University

3.9%

Southern Methodist University

3.9%

University of Michigan - Ann Arbor

3.9%
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Majors

Business

32.2%

Marketing

22.0%

Finance

8.0%

Management

7.4%

Electrical Engineering

7.2%

Computer Science

4.2%

Communication

3.0%

Political Science

2.1%

Economics

1.9%

Mechanical Engineering

1.6%

English

1.4%

Education

1.1%

Graphic Design

1.1%

Accounting

1.1%

Computer Engineering

1.0%

Psychology

1.0%

International Business

0.9%

Small Business Management

0.9%

Computer Networking

0.8%

Project Management

0.8%
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Degrees

Masters

52.0%

Bachelors

33.6%

Other

9.5%

Certificate

2.4%

Doctorate

1.3%

Associate

1.0%

License

0.1%

Diploma

0.1%
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Director, Product Marketing Videos

Director of Marketing, Career Video from drkit.org

Rick Malins, Product Marketing Manager, Google

Meet a Google Associate Product Manager Program Alumna, feat. Laura

Job type you want
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Part Time
Internship
Temporary

Real Director, Product Marketing Salaries

Job Title Company Location Start Date Salary
Director, Product Marketing Twitter, Inc. San Francisco, CA Jan 19, 2015 $225,000
Director of Technical Product Marketing Salesforce.Com, Inc. San Francisco, CA Dec 15, 2014 $223,000
Director of Product Marketing Salesforce.Com Inc. San Francisco, CA Dec 15, 2016 $214,552
Product Marketing Director-Automotive Innovation Center SONY Electronics Inc. San Jose, CA Mar 10, 2016 $210,000
Director of Product Marketing Duo Security, Inc. San Mateo, CA Dec 21, 2015 $200,000
Director, Product Marketing Adobe Systems Incorporated San Francisco, CA Oct 01, 2013 $194,986
Director, Product Marketing Atmel Corporation San Jose, CA Apr 22, 2015 $192,000
Director, Product Marketing Marketo, Inc. San Mateo, CA Feb 15, 2016 $190,000 -
$215,774
Director, Product Marketing Datera, Inc. Sunnyvale, CA Oct 06, 2016 $190,000
Director of Product Marketing XERO, Inc. San Francisco, CA Aug 10, 2015 $190,000
Director, Product Marketing Atmel Corporation San Jose, CA Sep 06, 2015 $187,650 -
$192,000
Director, Product Marketing Siemens Medical Solutions USA, Inc. Malvern, PA Nov 08, 2016 $186,840
Director, Product Marketing EMC Corporation Menlo Park, CA Jan 12, 2015 $173,826 -
$200,000
Director of Product Marketing Intercom, Inc. San Francisco, CA Mar 24, 2014 $172,000
Director, Product Marketing Salesforce.Com, Inc. San Francisco, CA May 06, 2013 $170,000
Director of Product Marketing-Capital Markets Co Actimize Inc. New York, NY Apr 24, 2014 $170,000
Director of Product Marketing Siemens Industry, Inc. Austin, TX Jan 26, 2016 $169,437
Director of Product Marketing & Learning Services The Nielsen Company (Us), LLC Waltham, MA Aug 23, 2016 $168,667
Director of Product Marketing Ravello Systems, Inc. Palo Alto, CA Jun 10, 2013 $165,000
Product Marketing Director, Analytics Salesforce.Com, Inc. San Francisco, CA Sep 22, 2014 $165,000
Director, Product Marketing App Annie Inc. San Francisco, CA Sep 27, 2016 $145,000
Director of Product Marketing Nlyte Software Americas Limited San Mateo, CA Sep 08, 2015 $145,000 -
$165,000
Director of Product Marketing Nlyte Software Americas Limited San Mateo, CA Jul 25, 2016 $145,000 -
$175,000
Director of Product Marketing Duo Security, Inc. San Mateo, CA Nov 10, 2016 $144,893 -
$200,000
Director of Product Marketing KLA-Tencor Corporation Milpitas, CA Nov 04, 2015 $142,331
Director, Product Marketing (Technical) Seachange International, Inc. Milpitas, CA Sep 26, 2013 $142,265
Director, Product Marketing EMC Corporation Santa Clara, CA Nov 18, 2013 $140,525 -
$188,400

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Top Skills for A Director, Product Marketing

  1. Product Management
  2. Product Strategy
  3. Revenue Growth
You can check out examples of real life uses of top skills on resumes here:
  • Provide competitive intelligence to sales force Critical link between product management and marketing to ensure correct product positioning
  • Devised product strategy and set policy for recently acquired product lines to streamline portfolio and organize product management team support.
  • Launched, increased internal sales awareness, and promoted data/IP revenue growth in Midwest BCS sales/AD channels for assigned products.
  • Managed cross-functional product teams responsible for $150M product line supporting international business.
  • Implemented a new web based enterprise security policy compliance software solution.

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Top 10 Best States for Directors, Product Marketing

  1. Colorado
  2. California
  3. New Jersey
  4. Virginia
  5. Rhode Island
  6. Washington
  7. New York
  8. Delaware
  9. Pennsylvania
  10. District of Columbia
  • (1,148 jobs)
  • (9,394 jobs)
  • (1,491 jobs)
  • (1,344 jobs)
  • (227 jobs)
  • (1,958 jobs)
  • (3,443 jobs)
  • (91 jobs)
  • (1,380 jobs)
  • (366 jobs)

Top Director, Product Marketing Employers

Jobs From Top Director, Product Marketing Employers

Director, Product Marketing Videos

Director of Marketing, Career Video from drkit.org

Rick Malins, Product Marketing Manager, Google

Meet a Google Associate Product Manager Program Alumna, feat. Laura

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