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Director, product marketing skills for your resume and career

Updated January 8, 2025

5 min read

Quoted experts

Davide , Ph.D. Bolchini Ph.D.,

James Wilkerson Ph.D.

Director, product marketing example skills

Below we've compiled a list of the most critical director, product marketing skills. We ranked the top skills for directors, product marketing based on the percentage of resumes they appeared on. For example, 7.7% of director, product marketing resumes contained product management as a skill. Continue reading to find out what skills a director, product marketing needs to be successful in the workplace.

15 director, product marketing skills for your resume and career

1. Product Management

Product management is a part of an organization's function that deals with product development, planning, pricing, forecasting, launching, and marketing the product.

Here's how directors, product marketing use product management:

Provided full-scale product management and marketing leadership including research, design, development, packaging, quality and tooling specifications.
Devised product strategy and set policy for recently acquired product lines to streamline portfolio and organize product management team support.

2. Digital Marketing

Here's how directors, product marketing use digital marketing:

Transitioned Global Marketing organization toward Social Media and Digital Marketing media.
Spearheaded significant digital marketing initiative including SEO, SEM, email & social media campaigns, & banner ads.

3. Market Research

Market research is a collective effort to collect information related to a consumer's needs and wants. It is a systematic approach that involves recording and analysis of both qualitative and quantitative data. Market research helps a business to identify a target market correctly and identify the gaps in potential consumer's expectations.

Here's how directors, product marketing use market research:

Managed Distinctive Value Proposition (DVP) initiatives, informed by extensive user communications, market research and competitive analysis.
Managed primary go-to-market research, messaging, content, positioning and programs strategy for SharePoint replication products and services.

4. Market Trends

Here's how directors, product marketing use market trends:

Analyzed market trends and conducted information-gathering sessions to determine product enhancements.
Define and implement company's product strategy based on customer requirements, current technology, market trends, and competition condition.

5. Cloud

Cloud is a server that is accessed over the internet. There are different programs and software that also run on these servers. These clouds can be accessed from anywhere in the world as they are not present in your computer storage, but have their online servers. Cloud consists of data centers all across the world.

Here's how directors, product marketing use cloud:

Performed detailed margin analysis for both on-premise and cloud deployments.
Planned and executed strategic marketing plans for Enterprise Software and Cloud Computing Technology Alliance Partners.

6. Product Line

Product line is a collection of similar or related products that may be under a single brand manufactured by the same company. It may include different varieties of a specific product of a brand which comes in different categories. In other cases, the product line may differ in some characteristics despite being from the same manufacturer.

Here's how directors, product marketing use product line:

Re-invigorated pivotal business segment; developed and implemented comprehensive plan to revitalize Company's oldest and most profitable product line.
Project manager for digital transition of company's entire product line increasing client and customer satisfaction while promoting e-commerce strategy.

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7. Competitive Landscape

Here's how directors, product marketing use competitive landscape:

Worked closely with contract development team in defining and delivering software product requirements based on the competitive landscape.
Initiated business analyses, developed and implemented new product and merchandising strategies and assessed competitive landscape.

8. Go-To-Market Strategy

Here's how directors, product marketing use go-to-market strategy:

Created marketing plan, go-to-market strategy, messaging and positioning for product family with annual revenue of over $50M.
Led team in product design & direction, managed development, sales & marketing and go-to-market strategy.

9. Marketing Mix

Here's how directors, product marketing use marketing mix:

Managed the launch of Good Technology's GMX product; accelerated awareness by introducing viral marketing to the marketing mix.
Created product advisory board to assist in product development and added brand advertising to our marketing mix.

10. Marketing Campaigns

Here's how directors, product marketing use marketing campaigns:

Developed and deployed quarterly sales-driven marketing campaigns, overseeing a national re-branding and several product launches into new segments following acquisitions.
Delivered detailed marketing campaigns and developed two-pronged attack focused on driving demand directly from existing and new consumers simultaneously.

11. Sales Enablement

Sales enablement refers to the information provided to salespeople in order to sell a product or service more effectively. This process is often shared by the marketing and sales departments of a larger corporation. Sales enablement is a marketing strategy that focuses on providing salespeople almost with a script in order to best sell the product or service offered.

Here's how directors, product marketing use sales enablement:

Formulated key messaging for product portfolio, ultimately driving the strategic communication plan for all sales enablement assets.
Created and distributed compelling product marketing and sales enablement initiatives including presentations and solution sheets.

12. Competitive Analysis

Competitive analysis is the process of assessing your competitors to determine their strengths and weaknesses, It is a part of strategic management that enables one to identify the opportunities and threats a business can face in the market.

Here's how directors, product marketing use competitive analysis:

Performed comprehensive market and competitive analysis through industry research and in-depth interviews with key stakeholders.
Partner management, customer relations, competitive analysis, messaging, new product requirements.

13. Value Proposition

A value proposition is the moral and the conviction of why and how a business operates. A good value proposition may highlight what sets a business apart from its competitors, but it should always focus on how customers define your value. It summarizes why a customer would choose your product or service.

Here's how directors, product marketing use value proposition:

Proved superior business value proposition in comparison to competitors and created account retention programs to protect key customers from competition.
Generated market interest and awareness by developing effective product positioning, value propositions and competitive messaging around core products.

14. GTM

GTM (Google Tag Manager) lets you manage and deploy marketing tags on your mobile app or website without modifying the code. To be proficient in GTM, you need to have skills in GTM components, GTM data layer, GTM events, HTML/CSS/JavaScript, debugging, and a robust understanding of the advantages/shortcomings of GTM.

Here's how directors, product marketing use gtm:

Designed and deployed Go-To-Market (GTM) product plans followed by tracking and reporting outcomes of campaign efforts.
Contracted and implemented all key partners for new global interconnection service agreements and GTM product roll-out.

15. Saas

Here's how directors, product marketing use saas:

Owned solution commercialization for Jasper IoT-based mobile customer engagement/BI SaaS solution.
Key member of marketing team that took on-line marketing SAAS vendor to IPO and delivered 20 x returns to investors.

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What skills help Directors, Product Marketing find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on director, product marketing resumes?

Davide , Ph.D. Bolchini Ph.D.

Professor and Chair, Director, Human-Computer Interaction Program, Indiana University

In my experience, our most successful MS HCI graduates (https://soic.iupui.edu/hcc/graduate/hci/masters/) take the time to put together a compelling online portfolio that showcases their project experience and skill set in action, as applied to specific research opportunities they had with faculty or projects they worked on during their UX internships in the industry. The personal brand of UX junior professional can be greatly enriched when the portfolio includes not only what the student has done, but why and what was the design rationale behind the process and the results, what was the larger context and goal of the project (especially in large collaborative projects), and what was the specific role and contribution of the student. The discussion about the portfolio of a candidate has become a key ingredient of the interview for UX jobs, besides other important activities such as UX design exercises or remote assignments.

What soft skills should all director, product marketings possess?

James Wilkerson Ph.D.

Business Program Coordinator, Project and Supply Chain Management Program Coordinator, The Pennsylvania State University

Verbal skills (both speaking and writing), negotiation skills, unfailing honesty, ability to empathize with clients' wants, and teamwork skills suitable for working collaboratively with sales and operations staff.

What hard/technical skills are most important for director, product marketings?

James Wilkerson Ph.D.

Business Program Coordinator, Project and Supply Chain Management Program Coordinator, The Pennsylvania State University

Spreadsheet (Excel) skills (including graph production from data), basic statistical knowledge, and online information search skills.

What director, product marketing skills would you recommend for someone trying to advance their career?

Matthew Lopresti

Associate professor of Philosophy and humanities, Hawaii Pacific University

Captains of industry are often asked about the traits they look for in new hires. Critical thinking is always a must, as well as excellent written and oral communication skills.

These are the core competencies of the discipline of philosophy. Top-notch communication abilities begin with a depth of ability to understand nuanced, complex details, and then turn around and clearly communicate these complex ideas in easily digestible bits of information. It is no coincidence that students who graduate with philosophy degrees repeatedly dominate graduate and law-school entrance exams like the GRE and LSAT; they are often the sharpest thinkers with the quickest minds

What type of skills will young director, product marketings need?

Dr. Melissa Goodson Ph.D.

Associate Professor, Marketing & Management, The College of St. Scholastica

We embrace a holistic approach to building skills in our graduates. Broadly, the college focuses on five core college learning objectives that we hope graduates will be exposed to in coursework to develop employment-ready skills during their time at The College of St. Scholastica. The five objectives are Inquire Deeply, Solve Complex Problems, Develop Cultural Fluency, Communicate Clearly and Persuasively, and Serve and Lead through Benedictine Values. St. Scholastica degree programs and course objectives map to these overarching objectives.

The Business Management and Marketing degree program courses emphasize skills in managing people, creatively marketing products and services, solving problems, analyzing information using technology, and ethically communicating company change and news internally and externally.

What technical skills for a director, product marketing stand out to employers?

Patrick Lindsay

Assistant Lecturer, Miami University

Most all employers expect full competency in creatively using technology for communications. By that I don't mean mobile devices or social media usgae. I mean a widespread working knowledge of technology tools (apps, software, etc). Employers are seeking those candidates who can convey thoughts, ideas, responses in a multi-faceted way. Basic competency in written correspondence is no longer enough. Employers want to see daily business communication not only contain demonstration of good writing (grammar, syntax, formatting) but also being able to create embedded images, video, and relevant web links to better communicate. And not just for a big fancy client presentation, but consistently in regular communication. Further, they want words supported by data; support words with numerical evidence. As such, advanced excel skills and real experience in data sources and extraction stand out to employers.

Similarly, they expect professional virtual audio-visual communication. It is not enough to just be on the Zoom call. The expectation is to be prepared, to be engaged, to be aware of the audio and video angles and backgrounds. To demonstrate active listening as well as enthusiastic, energetic, even animated talking. Body language and facial expression are even more enhanced in virtual communications.

If there was a positive outcome from being thrust into an academic world that was all virtual, it was the need to learn new technical skills, not only for classwork, but also for social interaction. This will not only be appreciated by employers, but for many, expected.

Do you want to know more?

List of director, product marketing skills to add to your resume

The most important skills for a director, product marketing resume and required skills for a director, product marketing to have include:

Product Management
Digital Marketing
Market Research
Market Trends
Cloud
Product Line
Competitive Landscape
Go-To-Market Strategy
Marketing Mix
Marketing Campaigns
Sales Enablement
Competitive Analysis
Value Proposition
GTM
Saas
Sales Tools

Content Marketing
Business Development
Sales Training
Competitive Intelligence
Product Strategy
Integrated Marketing
Demand Generation
ROI
Product Roadmap
Product Portfolio
CRM
Cloud Computing
Channel Marketing
B2B Marketing
Sales Collateral
Lead Generation

SEO
Product Development
Revenue Growth
Market Analysis
Develop Go-To-Market
Lifecycle Management
Hyperion
Java
Client Facing
Data Sheets
Global Product
Facebook
Competitor Analysis
Marketing Collateral
Brand Marketing
Customer Acquisition

Updated January 8, 2025

Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

Updated January 8, 2025

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