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Become A New Product Manager

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Working As A New Product Manager

  • 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

  • $90,000

    Average Salary

What Does A New Product Manager 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 New Product Manager

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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New Product Manager jobs

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New Product Manager Career Paths

New Product Manager
Business Development Manager Director Of Sales And Operations
Director Of Global Sales
13 Yearsyrs
Senior Manager Director Of Sales
Director Of Sales & Business Development
13 Yearsyrs
Senior Product Manager Director Of Sales And Marketing
Director Of Sales, Americas
13 Yearsyrs
Senior Project Manager Business Developer
Director, Strategic Accounts
13 Yearsyrs
Project Manager Program Manager
General Manager
7 Yearsyrs
Sales Manager National Sales Manager
International Sales Manager
7 Yearsyrs
Product Manager Program Manager
Marketing Manager
6 Yearsyrs
Sales Manager Regional Sales Manager
National Accounts Sales Manager
9 Yearsyrs
Product Manager Sales Manager
National Sales Manager
10 Yearsyrs
Program Manager Marketing Manager
Operations Manager
7 Yearsyrs
Senior Manager Director Of Quality
Plant Manager
11 Yearsyrs
Operations Manager Account Executive
Product Manager
7 Yearsyrs
General Manager Territory Manager
Regional Business Manager
10 Yearsyrs
Account Executive Regional Sales Director
Sales Vice President
9 Yearsyrs
Project Manager Senior Project Manager
Senior Product Manager
9 Yearsyrs
Marketing Manager National Sales Manager
Senior Sales Manager
7 Yearsyrs
Operations Manager Director Of Sales
Senior Vice President, Sales
14 Yearsyrs
Marketing Manager Regional Sales Manager
Strategic Accounts Manager
9 Yearsyrs
Program Manager General Manager
Vice President & General Manager
12 Yearsyrs
Senior Project Manager Vice President
Vice President Of Sales & Operations
12 Yearsyrs
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Average Length of Employment
Product Manager 3.4 years
Product Director 3.4 years
Global Manager 3.4 years
Product Developer 3.2 years
Product Lead 2.9 years
Brand Manager 2.7 years
Top Employers Before
Manager 6.2%
Buyer 3.7%
Top Employers After
Manager 4.2%
Consultant 3.8%
Director 3.3%

New Product Manager Demographics

Gender

Male

68.4%

Female

28.8%

Unknown

2.8%
Ethnicity

White

79.0%

Asian

9.8%

Hispanic or Latino

9.0%

Unknown

1.8%

Black or African American

0.5%
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Languages Spoken

Spanish

44.0%

Mandarin

8.0%

Portuguese

6.0%

German

6.0%

Japanese

6.0%

French

6.0%

Chinese

4.0%

Arabic

4.0%

Italian

4.0%

Telugu

2.0%

Vietnamese

2.0%

Romanian

2.0%

Turkish

2.0%

Russian

2.0%

Carrier

2.0%
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New Product Manager Education

Schools

University of Phoenix

14.4%

University of Texas at Austin

8.0%

Northwestern University

5.6%

Rochester Institute of Technology

5.6%

Cleveland State University

5.6%

George Washington University

4.8%

Santa Clara University

4.8%

Cornell University

4.8%

Purdue University

4.8%

Syracuse University

4.0%

Michigan State University

4.0%

Temple University

4.0%

University of Texas at Dallas

4.0%

San Jose State University

4.0%

Columbia University

4.0%

Northeastern University

4.0%

University of Chicago

4.0%

New York University

3.2%

Pennsylvania State University

3.2%

Lamar University

3.2%
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Majors

Business

38.7%

Management

8.6%

Marketing

7.9%

Finance

5.3%

Mechanical Engineering

5.3%

Electrical Engineering

5.1%

Project Management

3.1%

Industrial Engineering

2.9%

Education

2.4%

Psychology

2.4%

Accounting

2.4%

Industrial Technology

2.2%

Communication

2.0%

General Studies

1.8%

Pharmacy

1.8%

Biology

1.8%

Chemistry

1.8%

Engineering And Industrial Management

1.8%

Computer Science

1.5%

Graphic Design

1.5%
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Degrees

Bachelors

37.7%

Masters

35.9%

Other

17.0%

Associate

3.4%

Certificate

2.8%

Doctorate

2.3%

Diploma

0.6%

License

0.3%
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Job type you want
Full Time
Part Time
Internship
Temporary

Real New Product Manager Salaries

Job Title Company Location Start Date Salary
Manager of New Product Planning Biotronik, Inc. Lake Oswego, OR Oct 02, 2010 $131,367
Manager, New Product Quality Hospira, Inc. Lake Forest, IL Jun 24, 2014 $130,400
New Product Program Manager Cypress Semiconductor Corporation San Jose, CA Sep 08, 2011 $127,174
New Products Operations Manager Apple Inc. Cupertino, CA Oct 01, 2012 $125,000
New Product Program Manager Cisco Systems, Inc. San Jose, CA Apr 01, 2010 $124,200
New Products Operations Manager Apple Inc. Cupertino, CA Jan 16, 2012 $120,000
New Products Operations Manager Apple Inc. Cupertino, CA Sep 20, 2011 $120,000
Product Manager of New Technologies Alivecor, Inc. San Francisco, CA Nov 01, 2012 $118,560 -
$135,000
Manager-New Table Wine Products E. & J. Gallo Winery Modesto, CA Apr 05, 2016 $115,000 -
$122,000
Product Manager-New Product Launches Datasphere Technologies, Inc. Bellevue, WA May 01, 2015 $113,700
Product Manager-New Product Launches Datasphere Technologies, Inc. Bellevue, WA Jan 05, 2015 $113,700
Manager New Product Commercialization Biogen IDEC, Inc. Weston, MA Sep 13, 2013 $113,025
New Product Program Manager Cisco Systems, Inc. Milpitas, CA May 01, 2014 $111,800 -
$147,300
New Product Program Manager 2 Cypress Semiconductor Corporation Lynnwood, WA Oct 01, 2012 $102,294
New Product Manager I Dreyer's Grand Ice Cream, Inc. Bakersfield, CA Jan 01, 2011 $95,888 -
$112,202
Apac New Product Manager Fenwal, Inc. Lake Zurich, IL Oct 01, 2012 $90,000
Manager, New Technologies and Simulation Bosch Rexroth Corporation Bethlehem, PA Nov 01, 2014 $88,655
Innovation Manager, New Technologies Bayer Materialscience, LLC Pittsburgh, PA Aug 21, 2015 $87,000
New Products Sourcing Manager Black & Decker (U.S.) Inc. Towson, MD Apr 17, 2010 $87,000 -
$95,000
New Product Sourcing Manager Charles Bowman and Company Holland, MI Sep 11, 2015 $85,000
New Product Sourcing Manager Charles Bowman and Company Holland, MI Sep 15, 2014 $85,000
Product Manager, New Cinema Technologies Barco, Inc. Rancho Cordova, CA Mar 01, 2013 $85,000 -
$95,000
New Product Manager World Minerals Inc. Goleta, CA Jan 11, 2010 $84,000 -
$126,000
New Product Manager World Minerals Inc. Goleta, CA Sep 10, 2010 $84,000 -
$126,000

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Top Skills for A New Product Manager

NewProductDevelopmentNewProductIntroductionNewProductLaunchesOn-TimeDeliveryProceduresNewProductLinesRCustomerServiceProjectManagementCostReductionMarketResearchSafetyLogisticsWebRegulatoryHardwareCustomerSatisfactionNewTechnologyBuyersCostSavings

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Top New Product Manager Skills

  1. New Product Development
  2. New Product Introduction
  3. New Product Launches
You can check out examples of real life uses of top skills on resumes here:
  • Developed a baseline timeline for new product development process
  • Direct new product introduction programs for manufacturing from product conception, through design, prototyping and into volume production.
  • Received Outstanding Achievement Award (1996) for New Product Launches and Concurrent Engineering initiatives
  • Supported three new design projects resulting in Purchasing meeting its costs, quality and on-time delivery performance targets.
  • Implemented purchasing department policies and procedures.

Top New Product Manager Employers

New Product Manager Videos

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

What skills are needed to be an effective Product Manager?

The Product Manager" explains her role"

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