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Become A Product Line Manager

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Working As A Product Line 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

  • $113,225

    Average Salary

What Does A Product Line 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 Product Line 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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Product Line Manager jobs

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Product Line Manager Career Paths

Product Line Manager
Sales/Marketing Regional Sales Director
Director Of Enterprise Sales
12 Yearsyrs
Operations Director Director Of Sales And Operations
Director Of Global Sales
13 Yearsyrs
Product Marketing Manager Business Developer
Director Of Sales & Business Development
13 Yearsyrs
Marketing Director Director Of Sales
Director Of Sales, Americas
13 Yearsyrs
Marketing Director Business Developer
Director, Strategic Accounts
13 Yearsyrs
Senior Product Manager Marketing Director
General Manager
7 Yearsyrs
Senior Product Manager Senior Manager
Marketing Director
7 Yearsyrs
Business Development Manager Marketing Consultant
Marketing Manager
6 Yearsyrs
Plant Manager Regional Sales Manager
National Accounts Sales Manager
9 Yearsyrs
Product Marketing Manager Regional Sales Manager
National Sales Manager
10 Yearsyrs
Business Developer Senior Business Analyst
Product Manager
7 Yearsyrs
General Manager Territory Manager
Regional Business Manager
10 Yearsyrs
Market Manager Regional Sales Director
Sales Vice President
9 Yearsyrs
Program Manager Marketing Manager
Senior Product Manager
9 Yearsyrs
Business Development Manager Director Of Sales
Senior Vice President, Sales
14 Yearsyrs
General Manager Account Manager
Strategic Accounts Manager
9 Yearsyrs
Program Manager General Manager
Vice President & General Manager
12 Yearsyrs
Product Management Director Vice President, Business Development
Vice President & Sales Manager
9 Yearsyrs
Senior Manager Director Of Sales And Operations
Vice President Of Sales & Operations
12 Yearsyrs
Senior Project Manager Director Of Product Development
Vice President Product Development
12 Yearsyrs
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Average Length of Employment
Product Manager 3.4 years
Product Director 3.4 years
Marketing Manager 3.1 years
Product Lead 2.9 years
Top Employers Before
Manager 4.0%
Top Employers After
Consultant 5.1%
Director 4.4%

Product Line Manager Demographics

Gender

Male

78.0%

Female

19.7%

Unknown

2.2%
Ethnicity

White

78.2%

Asian

11.8%

Hispanic or Latino

7.0%

Unknown

2.3%

Black or African American

0.8%
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Languages Spoken

Spanish

24.8%

German

11.0%

French

11.0%

Mandarin

11.0%

Japanese

9.2%

Chinese

6.4%

Carrier

4.6%

Italian

4.6%

Portuguese

3.7%

Cantonese

3.7%

Swedish

1.8%

Albanian

1.8%

Russian

1.8%

Korean

1.8%

Ukrainian

0.9%

Persian

0.9%

Arabic

0.9%
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Product Line Manager Education

Schools

University of Phoenix

12.1%

Brigham Young University

6.4%

University of Texas at Austin

6.4%

Case Western Reserve University

5.3%

Santa Clara University

5.3%

Northwestern University

4.9%

Stanford University

4.9%

Purdue University

4.9%

San Jose State University

4.5%

University of Washington

4.5%

Arizona State University

4.5%

University of Michigan - Ann Arbor

4.5%

University of California - Berkeley

4.2%

University of North Texas

4.2%

Duke University

4.2%

Northeastern University

4.2%

Michigan State University

3.8%

Portland State University

3.8%

Columbia University

3.8%

Central Michigan University

3.8%
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Majors

Business

40.3%

Electrical Engineering

10.3%

Marketing

10.2%

Management

6.5%

Finance

5.6%

Mechanical Engineering

4.3%

Computer Science

3.8%

Project Management

2.6%

Chemistry

1.8%

Education

1.5%

Communication

1.4%

Computer Engineering

1.4%

Supply Chain Management

1.4%

Specialized Sales And Merchandising

1.3%

Computer Information Systems

1.3%

Industrial Technology

1.3%

Environmental Control Technologies/Technicians

1.3%

Engineering And Industrial Management

1.3%

Physics

1.3%

English

1.2%
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Degrees

Masters

42.7%

Bachelors

36.9%

Other

11.9%

Associate

3.5%

Certificate

2.7%

Doctorate

2.0%

Diploma

0.3%

License

0.1%
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Part Time
Internship
Temporary

Real Product Line Manager Salaries

Job Title Company Location Start Date Salary
Product Line Manager Vmware, Inc. Palo Alto, CA Aug 17, 2016 $220,251
Product Line Manager Alcatel-Lucent USA, Inc. (DBA Nokia) Mountain View, CA Mar 28, 2016 $220,000
Product Line Manager Vmware, Inc. Palo Alto, CA Dec 12, 2016 $190,000
Product Line Manager Vmware, Inc. Palo Alto, CA Jun 15, 2016 $187,970 -
$216,757
Product Line Manager Texas Instruments Incorporated Santa Clara, CA Oct 20, 2016 $187,907
Product Line Manager Vmware, Inc. Palo Alto, CA Aug 29, 2016 $187,000
Product Line Manager Fireeye, Inc. Milpitas, CA Jul 23, 2015 $185,000 -
$200,000
Product Line Manager Vmware, Inc. Palo Alto, CA Sep 12, 2016 $185,000
Product Line Manager Vmware, Inc. Palo Alto, CA Oct 17, 2016 $181,000
Product Line Manager-Chemistry C&J Spec-Rent Services, Inc. Houston, TX Jul 31, 2015 $178,500 -
$194,250
Product Line Manager Texas Instruments Incorporated Santa Clara, CA Aug 13, 2015 $170,000
Product Line Manager Viavi Solutions Inc. Milpitas, CA Oct 31, 2016 $152,880 -
$192,000
Product Line Manager Broadcom Corporation Irvine, CA Oct 08, 2016 $150,000
Product Line Manager Gerdau Ameristeel Tampa, FL Dec 21, 2016 $146,786
Product Line Manager Ameriforge Group, Inc. Houston, TX Sep 05, 2015 $145,000
Product Line Manager Semiconductor Components Industries, LLC San Jose, CA Oct 28, 2015 $144,762
Product Line Manager Netgear, Inc. San Jose, CA Jun 28, 2016 $142,500
Product Line Manager Knowles Electronics, LLC. Itasca, IL Jan 15, 2016 $141,000
Product Line Manager High Speed Solutions National Oilwell Varco, L.P. Houston, TX Aug 25, 2016 $140,400
Product Line Manager Panasonic Avionics Corporation Lake Forest, CA Apr 13, 2015 $117,842
Product Line Manager Tejas Tubular Products Inc. Houston, TX Jun 19, 2015 $117,125
Product Line and Market Manager, Active Optical Cables Corning Optical Communications LLC Hickory, NC Aug 29, 2015 $115,670
Product Line Manager National Oilwell Varco, L.P. Houston, TX Feb 11, 2015 $114,192
Product Line Manager National Oilwell Varco, L.P. Houston, TX Oct 01, 2015 $113,420
Product Line Manager National Oilwell Varco, L.P. Houston, TX Jan 10, 2015 $113,420
Assistant Product Line Manager Corning Incorporated Corning, NY Aug 28, 2016 $110,000
Technical Product Line Manager Alcatel Lucent USA, Inc. Mountain View, CA Jan 22, 2015 $110,000 -
$133,100

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Top Skills for A Product Line Manager

NewProductLineProductStrategyNewProductDevelopmentRevenueGrowthPOEMMarketShareProductManagementBusinessPlanSafetyBusinessUnitMarketResearchRBusinessDevelopmentProductLaunchProductRoadmapCompetitiveAnalysisCustomerServiceAnnualRevenueProductPortfolio

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Top Product Line Manager Skills

  1. New Product Line
  2. Product Strategy
  3. New Product Development
You can check out examples of real life uses of top skills on resumes here:
  • Team achieved objectives, developing 1,700 pages of technical documentation and marketing literature supporting new product line.
  • Manage over all product strategy, Research and development requirements, and analysis of America's snow market.
  • Managed new product development from inception to prototype.
  • Managed P&L for product line including gross margin improvement, revenue growth, and manufacturing cost reductions.
  • Communicated the needs of sales and marketing to supply management and manufacturing ensuring maximum service levels were attained.

Top Product Line Manager Employers

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