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Product marketing associate skills for your resume and career

Updated January 8, 2025

4 min read

Quoted experts

Lauren Easom M.Ed, GCDF,

Abhijit Roy

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

15 product marketing associate skills for your resume and career

1. Digital Marketing

Here's how product marketing associates use digital marketing:

Collaborate with outside resources to develop appropriate print and digital marketing and communication campaigns and materials that support business objectives.
Manage the GTM strategy and tactical implementation of digital marketing initiatives, branding & awareness and administration of metric analysis.

2. 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 marketing associates use market research:

Conducted comprehensive domestic and global market research to determine key trends in energy drink product and packaging innovation.
Operated within the utility vehicle product marketing team to develop market research and led marketing initiatives.

3. 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 marketing associates use product management:

Executed marketing projects and competitive analyses under the direction of product management to identify and meet national and regional market needs.
Collaborated regularly with creative, copy, warehouse, operations, merchandising, content, operations, and product management teams.

4. Project Management

Here's how product marketing associates use project management:

Manage technical consulting and project management staff.
Project Management: Organized 3 days Business Meet for 250 exclusive channel partners.

5. Product Development

Product development is the complete procedure of creating a product from concept until release of the final product. Product development has many stages after which a product is released into the market. Identifying the need, creating the opportunity, conceptualizing a product, and providing a solution, all are different stages of product development.

Here's how product marketing associates use product development:

Led product development consumer research efforts including extensive focus groups, online subscriber surveys, sales channel feedback and industry competitiveness.
Designed metrics to analyze product usage and study user profiles used to establish direction of product development

6. PowerPoint

Here's how product marketing associates use powerpoint:

Researched Blue Cross's competition and summarized findings in PowerPoint presentations & dashboards.
Created sales-related tools including PowerPoint presentations, one-sheets and research/ad study information.

7. 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 marketing associates use sales tools:

Produced 7 product marketing videos to be used on the Bullhorn website, at trade shows and as sales tools.
Create sales tools, marketing collateral and strategic planning efforts to support the sales force.

8. 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 product marketing associates use competitive analysis:

Update internal and external marketing efforts, including pricing, positioning, product placement and competitive analysis.
Developed competitive analysis reporting and performed additional online competitive research.

9. Integrated Marketing

Here's how product marketing associates use integrated marketing:

Collaborate with marketing communication to develop integrated marketing programs.
Develop integrated marketing strategies to support organizational goals and objectives to effectively position the company in front of end the user.

10. Go-To-Market Strategy

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

Develop annual marketing plan defining position and go-to-market strategy.
Created go-to-market strategy, developed product positioning, & delivered eDiscovery thought leadership to grow revenues.

11. B Testing

Here's how product marketing associates use b testing:

Analyzed marketing campaign performance and identified A/B testing opportunities to increase magazine subscriptions for 150+ publishers.
Implemented A/B testing on subject lines and PHT to increase opens and click rates.

12. ROI

Here's how product marketing associates use roi:

Managed, tracked, and reported performance using Google analytics, to analyze ROI and set future targets.
Developed relationships with retailers that allowed for data collection, customized ROI calculations and field trial partnerships.

13. Marketing Campaigns

Here's how product marketing associates use marketing campaigns:

Developed presentations and program report-outs for marketing campaigns and initiatives.
Ensured effective delivery of online marketing campaigns and giveaways.

14. Brand Awareness

Here's how product marketing associates use brand awareness:

Coordinate brand awareness campaigns including press releases and media outreach campaigns.
Conducted Google AdWords campaign to increase brand awareness and demo requests.

15. Marketing Collateral

Marketing collateral refers to a collection of media items that a company will use to support the sales of its products and services. This term was used to describe the catalogs, brochures, and other print media, whereas these days the marketing collateral meaning is also used in digital marketing and has been growing given the platform of blogs and other social media platforms.

Here's how product marketing associates use marketing collateral:

Developed content for product marketing collateral that aligned messaging with product positioning.
Create instrumental marketing collateral and presentations.

What skills help Product Marketing Associates find jobs?

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

What skills stand out on product marketing associate resumes?

Lauren Easom M.Ed, GCDF

Director, Georgia College

Two skills that employers are always looking for on a resume is an individual's ability to problem solve and work well in a team.

What soft skills should all product marketing associates 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 hard/technical skills are most important for product marketing associates?

Abhijit Roy

Professor of Marketing, University of Scranton

The Marketing field has undergone a major paradigmatic shift with the growth of digitization. Hence, hard/technical skills in performing data-driven marketing, social media and data analytics, data visualization, Search Engine Optimization (SEO)/Search Engine Marketing (SEM), content creation and storytelling, and omnichannel communication are critical hard skills that are in great demand today.

What product marketing associate 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 marketing associates 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 marketing associate 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 marketing associate skills to add to your resume

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

Digital Marketing
Market Research
Product Management
Project Management
Product Development
PowerPoint
Sales Tools
Competitive Analysis
Integrated Marketing
Go-To-Market Strategy
B Testing
ROI
Marketing Campaigns
Brand Awareness
Marketing Collateral
Sales Support
Content Marketing

Product Line
Web Content
Business Plan
Market Penetration
Demand Generation
Market Analysis
Marketing Mix
Product Strategy
Market Trends
Facebook
Trade Shows
Competitive Landscape
Blog Posts
Sales Training
Client Facing
Email Campaigns
Value Proposition

Press Releases
Product Roadmap
Product Sales
Sales Presentations
Product Demonstrations
Channel Marketing
Customer Support
Competitor Analysis
Linkedin
R
Business Development
Saas
SEO
Product Portfolio
Content Development
B2B Marketing

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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