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Become A Principal Product Manager

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Working As A Principal 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

  • $155,784

    Average Salary

What Does A Principal 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 Principal 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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Do you work as a Principal Product Manager?

Principal Product Manager 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
Product Manager 3.3 years
Product Lead 3.0 years
Top Employers Before
Consultant 6.0%
Manager 3.3%
Internship 2.7%
Principal 2.5%
Director 2.3%
Top Employers After
Director 6.7%
Manager 4.6%
Consultant 3.3%

Do you work as a Principal Product Manager?

Principal Product Manager Demographics

Gender

Male

71.0%

Female

25.4%

Unknown

3.6%
Ethnicity

White

52.8%

Asian

20.0%

Hispanic or Latino

12.7%

Black or African American

9.6%

Unknown

4.9%
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Foreign Languages Spoken

Spanish

35.5%

Mandarin

16.1%

Japanese

12.9%

Chinese

6.5%

German

6.5%

Korean

6.5%

Danish

3.2%

Portuguese

3.2%

Ukrainian

3.2%

Carrier

3.2%

Hindi

3.2%
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Principal Product Manager Education

Schools

Santa Clara University

9.5%

Carnegie Mellon University

8.6%

University of California - Berkeley

7.6%

University of Chicago

6.7%

Massachusetts Institute of Technology

5.7%

Babson College

4.8%

Southern Methodist University

4.8%

Pennsylvania State University

4.8%

Columbia University

4.8%

Cornell University

4.8%

North Carolina State University

3.8%

Arizona State University

3.8%

University of Washington

3.8%

Georgia Institute of Technology -

3.8%

University of Colorado at Boulder

3.8%

New York University

3.8%

DePaul University

3.8%

Stanford University

3.8%

University of Phoenix

3.8%

University of Southern California

3.8%
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Majors

Business

30.5%

Marketing

9.5%

Computer Science

8.9%

Finance

8.4%

Electrical Engineering

5.2%

Management

4.6%

Economics

3.2%

Computer Engineering

3.2%

Communication

2.9%

Political Science

2.9%

Accounting

2.9%

Mechanical Engineering

2.6%

Education

2.0%

Business Economics

2.0%

Information Technology

2.0%

Information Systems

2.0%

Engineering

2.0%

Computer Information Systems

2.0%

Graphic Design

1.7%

English

1.4%
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Degrees

Masters

43.8%

Bachelors

34.3%

Other

11.8%

Doctorate

3.7%

Certificate

2.4%

Associate

2.4%

Diploma

1.1%

License

0.4%
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Job type you want
Full Time
Part Time
Internship
Temporary

Real Principal Product Manager Salaries

Job Title Company Location Start Date Salary
Principal Applied Science Manager Microsoft Corporation Bellevue, WA Oct 13, 2016 $232,323
Principal PM Manager Microsoft Corporation Redmond, WA Jul 13, 2016 $227,150
Product Marketing Principal Zebra Technologies Corporation San Jose, CA Jul 14, 2016 $220,251
Principal PM Manager Microsoft Corporation San Francisco, CA Sep 19, 2015 $218,505
Principal Product Manager Wal-Mart Associates, Inc. San Bruno, CA Nov 30, 2016 $214,552
Principal Product Manager, Adobe Media Optimizer Adobe Systems Incorporated San Jose, CA May 25, 2016 $205,000
Principal Product Manager, Cloud Data Integration Informatica LLC Redwood City, CA Sep 19, 2016 $205,000
Principal Product Manager Splunk Seattle, WA Jul 14, 2016 $191,000
Principal Product Manager Alcatel Lucent USA, Inc. Mountain View, CA Nov 25, 2016 $190,000 -
$251,008
Principal Product Manager Alcatel-Lucent USA, Inc. (DBA Nokia) Mountain View, CA Mar 09, 2016 $190,000
Principal PM Manager Microsoft Corporation Redmond, WA Jun 27, 2016 $188,689
Principal Product Manager Nutanix, Inc. San Jose, CA Oct 02, 2016 $185,000 -
$230,000
Principal Product Manager Amazon Corporate LLC Sunnyvale, CA Apr 25, 2016 $185,000
Principal Product Manager EMC Corporation Santa Clara, CA Aug 20, 2015 $183,789
Principal Product Manager Lendingclub Corporation San Francisco, CA Oct 31, 2016 $165,000
Principal Product Manager Veritas Technologies LLC Mountain View, CA Oct 17, 2016 $165,000
Principal Product Manager Amazon Web Services, Inc. East Palo Alto, CA May 09, 2016 $165,000
Principal Product Manager Nsfocus Incorporated Santa Clara, CA Apr 25, 2016 $165,000
Principal Product Manager Ca, Inc. Santa Clara, CA Nov 07, 2016 $164,382
Principal Product Manager Ca, Inc. Santa Clara, CA Apr 28, 2016 $164,382
Principal Product Manager, Cart & Checkout Wal-Mart Associates, Inc. San Bruno, CA Jan 13, 2016 $163,351
Principal Product Manager Wal-Mart Associates, Inc. San Bruno, CA Jun 17, 2015 $160,773
Principal Product Manager Atlassian, Inc. San Francisco, CA Apr 20, 2015 $149,600 -
$202,400
Principal Product Manager Amazon Corporate LLC Seattle, WA Jul 16, 2015 $149,200
Principal Product Manager Amazon Corporate LLC Seattle, WA May 16, 2016 $149,055
Senior Principal Product Manager Ca, Inc. Plano, TX Sep 21, 2016 $148,824
Principal Product Manager Ca, Inc. Plano, TX Aug 16, 2016 $148,824
Principal Product Manager, Partner Accounts Netsuite San Mateo, CA Nov 07, 2016 $144,893 -
$170,000
Principal Product Manager, Latin American Region Netsuite San Mateo, CA Sep 11, 2016 $144,893
Principal Product Manager EMC Corporation Santa Clara, CA Nov 07, 2016 $143,175 -
$194,925

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Top Skills for A Principal Product Manager

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  1. Product Management
  2. Product Strategy
  3. Platform
You can check out examples of real life uses of top skills on resumes here:
  • Created all internal Product Management processes while also collaborating with Development on both Waterfall and Agile delivery models.
  • Initiated new product strategy to meet power quality requirements of new generation of distributed server systems.
  • Introduced comprehensive and specialized directory products across online and wireless platforms for AOL Local and related brands.
  • Web-based Training Designer - Developed online self-paced product training and installation materials for internal and external download and purchase.
  • Lead customer communication project Amplify, develop a comprehensive strategy and project plan for customer communications and cloud services monitoring/reporting.

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Top 10 Best States for Principal Product Managers

  1. New York
  2. Colorado
  3. Washington
  4. Virginia
  5. New Jersey
  6. California
  7. Rhode Island
  8. Delaware
  9. District of Columbia
  10. Pennsylvania
  • (2,399 jobs)
  • (863 jobs)
  • (1,855 jobs)
  • (1,021 jobs)
  • (1,010 jobs)
  • (7,266 jobs)
  • (162 jobs)
  • (76 jobs)
  • (217 jobs)
  • (898 jobs)

Top Principal Product Manager Employers

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