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Product line marketing manager skills for your resume and career

Updated January 8, 2025

4 min read

Quoted experts

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

Erin Steffes Ph.D.

Below we've compiled a list of the most critical product line marketing manager skills. We ranked the top skills for product line marketing managers based on the percentage of resumes they appeared on. For example, 13.8% of product line marketing manager resumes contained product management as a skill. Continue reading to find out what skills a product line marketing manager needs to be successful in the workplace.

15 product line marketing manager 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 product line marketing managers use product management:

Led product management and marketing for all the Vicom storage virtualization products.
Developed and championed a product management discipline leading to effective enhancements of a SaaS lead-generation solution for residential real estate agents.

2. Sales Tools

Sales Tools, especially in today's digital day and age, are diverse and many, and one might find that different tools fit them and their companies differently. Much of sales nowadays is about information, statistics, and research, and those are all respective tools and are both a part of larger Sales Tools.

Here's how product line marketing managers use sales tools:

Created sales tools in support of IP protocol validation, voice quality and contact center applications.
Created demonstration scripts and databases, quality system solutions documents, automated functionality presentations, and target market sales tools.

3. Virtualization

Here's how product line marketing managers use virtualization:

Market virtualization to both Enterprise and service provider customers.
Define next-generation, entry-level virtualization switch.

4. 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 product line marketing managers use market research:

Conducted various pricing market research surveys to estimate customer price elasticity, feature preference, and segmentation.
Analyzed competitive product offerings/ feature analysis and market research that led to product success.

5. Go-To-Market Strategy

Here's how product line marketing managers use go-to-market strategy:

Developed business-to-business Internet go-to-market strategy.
Developed go-to-market strategy, live demonstrations and innovative digital media materials and worked with sales team to leverage accounts and opportunities.

6. ROI

Here's how product line marketing managers use roi:

Performed extensive data analysis including financial forecasting, production planning, promotional ROI modeling and syndicated data review to drive recommendations.
Conducted competitive merchandising marketing analysis and provided consumer insights on shopper environment's impact on merchandising ROI and customer engagement.

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7. Web Content

Here's how product line marketing managers use web content:

Write copy for retirement brochure, sell sheets, web content, and other collateral in partnership with principals.
Authored white papers, ad copy, web content, press releases, PRDs, MRDs.

8. Lifecycle Management

Here's how product line marketing managers use lifecycle management:

Managed product portfolio encompassing multiple product lines including lifecycle management of products and identification and prioritization of new product introduction projects.
Served as a liaison between international manufacturers to tactically develop products, maintain lifecycle management, forecast and ensure quality control.

9. Lead Generation

Here's how product line marketing managers use lead generation:

Implemented email programs that resulted in external open rates above 35% and increased lead generation of 15%.
Implemented and managed lead generation strategy and customer segmentation initiatives designed to communicate product offerings and their value to the customer.

10. Business Development

Business development is the ideas or initiatives that work to make business work better. Selling, advertising, product development, supply chain management, and vendor management are only a few of the divisions involved with it. There is still a lot of networking, negotiating, forming alliances, and trying to save money. The goals set for business development guide and coordinate with all of these various operations and sectors.

Here's how product line marketing managers use business development:

Led team of 18 marketing and business development managers worldwide.
Facilitated business development efforts with major telecommunication providers.

11. Marketing Campaigns

Here's how product line marketing managers use marketing campaigns:

Worked closely with the principals on all marketing campaigns and secured speaking engagements.
Created & implemented content-based marketing campaigns led by multiple viral successes.

12. Product Portfolio

A product portfolio is a collection of all services and products by an enterprise made available to customers and clients. It also features vital areas of the business operations and processes. The product portfolio is a detailed analysis of a company's risk management, leadership, growth, financial prospects, contributions, and income.

Here's how product line marketing managers use product portfolio:

Develop and execute strategic product portfolio plans to achieve long-term product vision and sustainable, profitable growth.
Managed $65M product portfolio in automotive, computing and wireless market segments, exceeding revenue targets.

13. Customer Presentations

Here's how product line marketing managers use customer presentations:

Developed customer presentations outlining product capabilities, value proposition, roadmap and pricing.

14. Market Penetration

Here's how product line marketing managers use market penetration:

Increased market penetration with launch of next generation, higher performance signaling server products and discontinued previous generation.
Established dealer distribution network, increased market penetration, and grew sales from $4 million to $10.5 million.

15. R

R is a free software environment and a language used by programmers for statistical computing. The R programming language is famously used for data analysis by data scientists.

Here's how product line marketing managers use r:

Team of 5 R S M, of the Year, 2 x's.

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What skills help Product Line Marketing Managers find jobs?

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

What skills stand out on product line marketing manager 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 hard/technical skills are most important for product line marketing managers?

Erin Steffes Ph.D.

Department Chair and Professor, Towson University

As a science and an art, marketing utilizes both soft skills and technical skills on a daily basis. While some technologies are industry-specific, having an understanding and basic mastery of data analysis, statistics, data visualization, digital marketing, marketing research, and customer relationship management will position a candidate well.

What soft skills should all product line marketing managers possess?

Abhijit Roy

Professor of Marketing, University of Scranton

These are very important, yet harder to quantify skills, not only for marketing professionals but for business graduates in general. They include the ability to make sound decisions under pressure, having a high emotional intelligence quotient (EQ) as embodied by having empathy towards coworkers and subordinates, delegating appropriately, mentoring, communicating, time management, maintaining positivity despite setbacks and adapting to unforeseen challenges, being flexible, being persuasive and assertive at appropriate moments, yet being collaborative, seeking feedback, and the ability to negotiate and resolve conflicts when needed, amongst others.

Soft skills are typically more instrumental in enabling candidates to fit into an organization's culture and be strong candidates for promotion. Most marketing jobs involve candidates representing their brand initiatives and building strong client relationships, so interpersonal, and other soft skills are often valued more than hard skills. The strongest case for having excellent soft skills is that they are more easily transferable across various jobs and industries.

What product line marketing manager 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 product line marketing managers need?

Dr. Donald Siegel

Foundation Professor of Public Policy and Management and Director, Arizona State University

In our field, computer skills and proficiency with technology and data are in great demand (e.g., data analytics and engineering applications)

What technical skills for a product line marketing manager 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 product line marketing manager skills to add to your resume

The most important skills for a product line marketing manager resume and required skills for a product line marketing manager to have include:

Product Management
Sales Tools
Virtualization
Market Research
Go-To-Market Strategy
ROI
Web Content
Lifecycle Management
Lead Generation
Business Development
Marketing Campaigns

Product Portfolio
Customer Presentations
Market Penetration
R
Product Development
Product Launch
Competitive Analysis
OEM
Product Line Strategy
Trade Shows
Business Cases

Product Roadmap
Press Releases
Market Analysis
Sales Training
Product Life Cycle
SEO
Product Training
PC
IP
Customer Feedback
RFQ

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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