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Job outlook for product marketing associates in the United States
Product marketing associate job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected product marketing associate job growth rate is 10% from 2018-2028.
About 33,700 new jobs for product marketing associates are projected over the next decade.
Product marketing associate salaries have increased 8% for product marketing associates in the last 5 years.
There are over 32,537 product marketing associates currently employed in the United States.
There are 148,705 active product marketing associate job openings in the US.
The average product marketing associate salary is $81,820.
Are product marketing associate jobs in demand?
Product marketing associate job and salary trends over time
Product marketing associate jobs over time
Product marketing associate job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 32,537 | 0.01% |
| 2020 | 31,514 | 0.01% |
| 2019 | 30,764 | 0.01% |
| 2018 | 28,093 | 0.01% |
| 2017 | 25,615 | 0.01% |
Average product marketing associate salary over time
Product marketing associate salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $81,820 | $39.34 | +3.9% |
| 2024 | $78,758 | $37.86 | +1.9% |
| 2023 | $77,285 | $37.16 | +1.6% |
| 2022 | $76,099 | $36.59 | +0.8% |
| 2021 | $75,495 | $36.30 | +1.9% |
Product marketing associate jobs by state
Most common states for product marketing associates
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 389 | 56% |
| 2 | Rhode Island | 1,059,639 | 353 | 33% |
| 3 | Vermont | 623,657 | 205 | 33% |
| 4 | Massachusetts | 6,859,819 | 2,096 | 31% |
| 5 | Oregon | 4,142,776 | 1,197 | 29% |
| 6 | Utah | 3,101,833 | 901 | 29% |
| 7 | New Hampshire | 1,342,795 | 380 | 28% |
| 8 | Washington | 7,405,743 | 2,011 | 27% |
| 9 | Virginia | 8,470,020 | 2,201 | 26% |
| 10 | Colorado | 5,607,154 | 1,449 | 26% |
| 11 | Wyoming | 579,315 | 144 | 25% |
| 12 | Minnesota | 5,576,606 | 1,346 | 24% |
| 13 | Delaware | 961,939 | 230 | 24% |
| 14 | North Dakota | 755,393 | 183 | 24% |
| 15 | Nebraska | 1,920,076 | 441 | 23% |
| 16 | South Dakota | 869,666 | 200 | 23% |
| 17 | Maine | 1,335,907 | 290 | 22% |
| 18 | Montana | 1,050,493 | 234 | 22% |
| 19 | California | 39,536,653 | 8,361 | 21% |
| 20 | Pennsylvania | 12,805,537 | 2,750 | 21% |
Most common cities for product marketing associates
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Gloucester | 2 | 7% | $100,280 |
| 2 | Mount Prospect | 1 | 2% | $75,866 |
| 3 | Burbank | 1 | 1% | $92,625 |
| 4 | Wilmington | 1 | 1% | $73,563 |
| 5 | Chicago | 1 | 0% | $75,718 |
| 6 | San Francisco | 1 | 0% | $107,512 |
| 7 | Wichita | 1 | 0% | $55,636 |
Product Marketing Associate job outlook: Expert opinions
Our panel of product marketing associate experts
University of South Florida
Cabrini University
City University of Seattle
North Dakota State University
Siena College
Siena College
Siena College
University of North Georgia
Webster University
University of Scranton
University of Houston - Downtown
University of Houston - Downtown
University of Central Oklahoma
University of West Georgia
Millikin University
What will help Product Marketing Associates increase their earning potential?
Rich Johnson: Digital media covers a lot of mediums and requires many skill sets (print, static online, animation, interactive). The print arm is a lesser component although still valuable in the scope of marketing. Smartphones, tablets and gaming have moved a lot of digital into a customer expectation of interactive and customizable content. The present model of career specialization in a certain aspect of this spectrum of skills is changing. The age of the generalist is becoming more of a reality as design tools are becoming more accessible and A.I. is assisting in the more complex tasks. I would say that someone working in digital media will need to focus more on the big picture of design, predicting trends and developing solutions from a point of view with perspective. It will be even more important to understand the needs of a system from the top down and provide solutions that enhance that system. This might be through partnering with marketing and sales to conceptualize solutions, pitching product ideas and other functions related to creative and art direction. And be curious, all of the time. Keep up to date with everything that is happening. Take classes, watch tutorials, read articles and be obsessed with the breakneck rate of change. Digital media is constantly changing and possibilities are always expanding. It can be near impossible to be a master of all of these trajectories, but you can understand them well enough to bring in a specialist when the challenge requires it. This is where I predict that A.I. will be a major paradigm shift. There will be a time when you will ask the system to solve a problem, and you can choose what parts of the process that you want to control. So to boil it down... Develop a well rounded set of skills Further develop specialist level skills where you excel Keep on top of change and keep a thirst for learning Strengthen your connection to problem solving and creative innovation Keep an eye on the future predicting what might be around the bend
Karen Wallach
What Product Marketing Associate skills would you recommend for someone trying to advance their career?
Karen Wallach: Hi Alex, Just wanted to circle back on this, do you still want me to put something together?
Jay Civitillo
University of South Florida
Business/Commerce
What Product Marketing Associate skills would you recommend for someone trying to advance their career?
Jay Civitillo: Good evening, Attached are my responses. I look forward to reviewing the draft. Have a great weekend!
Professor Cheryl Pilchik
Marketing at Cabrini U.Cabrini University
Business Administration, Management And Operations
What Product Marketing Associate skills would you recommend for someone trying to advance their career?
Professor Cheryl Pilchik: Look at all the benefits offered by the company, such as medical, holidays, 401K, etc. Also, consider using the position as a steppingstone in your field to a second job in the near future.
What will help Product Marketing Associates increase their earning potential?
Barrie Silver M.Ed.: Be nimble! Marketing is a fast-paced, ever-changing field and marketers need to be able to keep up. I encourage my students to take a variety of courses -- both in school and online -- and do as many internships as they can. For example, students in my 'Strategic Online Community Management' class are expected to complete social media certifications from HubSpot or Meta. Students in my 'Integrated Marketing and Communication' class work with local businesses and nonprofits to develop comprehensive integrated marketing campaigns. Along with our other coursework, this gives them hands-on, real-world experience -- and may also give them a leg up on other candidates when they start their job search.
Jennifer D'Angelo PhD
Assistant Professor of MarketingWhat will help Product Marketing Associates increase their earning potential?
Jennifer D'Angelo PhD: A marketing manager is often responsible for planning and implementing a marketing plan. What this marketing plan encompasses can vary, as marketing involves many different things such as branding, product development, sales, advertising, digital and social media, and retailing.
What general advice would you give to a Product Marketing Associate?
Jennifer D'Angelo PhD: The ever-changing landscape of consumer trends and technological advancements in how to market to consumers often makes the job exciting and fast-paced. However, with the increased emphasis on results, marketers must be conscious of how to measure and demonstrate the value of their work.
What Product Marketing Associate skills would you recommend for someone trying to advance their career?
Jennifer D'Angelo PhD: Brands across many product categories are facing an increasing level of competition. Brands may struggle with rising brand parity, where brands and their competitors are seen as similar to one another. Therefore, to stand out from competitors, it has become increasingly important for brands to have marketing managers that create value for consumers and communicate that value to consumers.
What general advice would you give to a Product Marketing Associate?
Ajay Abraham Ph. D.: Earning a fair salary is important, although what exactly is fair might vary based on individual perceptions. More important, think of a job as offering a combination of financial and other non-monetary benefits such as perks (e.g., work culture, work-life balance, self-fulfillment, good colleagues, networking). Try to optimize your benefits across this multi-dimensional perspective rather than by simply focusing on salary. That stated, some job opportunities have scope for negotiation on salary. First, identify if the job that you are applying for has scope for negotiation, in which case, there's no harm in negotiating if done ethically, professionally, and reasonably. If the job is not one in which there's scope for negotiation, don't worry. Instead, focus on performance and making a case for yourself at the time of annual evaluations and/or salary hikes (which should be done even if there were salary negotiations before joining). Similar suggestions apply if you are thinking of switching roles/organizations.
What Product Marketing Associate skills would you recommend for someone trying to advance their career?
Ajay Abraham Ph. D.: Everyone is talking about AI these days, so I will start off by joining the bandwagon, but with some nuance. It's important to know how to use artificial intelligence tools in order to be better or more effective at one's job. This doesn't mean that everyone needs to become an AI expert, but that we should be able to harness the power of AI tools to improve the quality and efficiency of our work. This requires being fluent enough with AI tools to understand, discuss, and make decisions involving AI or about AI output (even if we don't actually use those tools in a hands-on manner). This should be done while also being able to bridge the gap for those who are less fluent (perhaps those in more senior-level roles who are even less hands-on with these tools). That apart, as more of the workforce focuses more of their time on technical and similar skills, "softer" skills such as integrity, professionalism, self-awareness, and team-orientation will become even more important as differentiators.
What will help Product Marketing Associates increase their earning potential?
Ajay Abraham Ph. D.: Earning a fair salary is important, although what exactly is fair might vary based on individual perceptions. More important, think of a job as offering a combination of financial and other non-monetary benefits such as perks (e.g., work culture, work-life balance, self-fulfillment, good colleagues, networking). Try to optimize your benefits across this multi-dimensional perspective rather than by simply focusing on salary. That stated, some job opportunities have scope for negotiation on salary. First, identify if the job that you are applying for has scope for negotiation, in which case, there’s no harm in negotiating if done ethically, professionally, and reasonably. If the job is not one in which there’s scope for negotiation, don’t worry. Instead, focus on performance and making a case for yourself at the time of annual evaluations and/or salary hikes (which should be done even if there were salary negotiations before joining). Similar suggestions apply if you are thinking of switching roles/organizations.
What general advice would you give to a Product Marketing Associate?
Jennifer D'Angelo Ph.D.: Brands across many product categories are facing an increasing level of competition. Brands may struggle with rising brand parity, where brands and their competitors are seen as similar to one another. Therefore, to stand out from competitors, it has become increasingly important for brands to have marketing managers that create value for consumers and communicate that value to consumers.
What Product Marketing Associate skills would you recommend for someone trying to advance their career?
Jennifer D'Angelo Ph.D.: The ever-changing landscape of consumer trends and technological advancements in how to market to consumers often makes the job exciting and fast-paced. However, with the increased emphasis on results, marketers must be conscious of how to measure and demonstrate the value of their work.
What will help Product Marketing Associates increase their earning potential?
Jennifer D'Angelo Ph.D.: Brands across many product categories are facing an increasing level of competition. Brands may struggle with rising brand parity, where brands and their competitors are seen as similar to one another. Therefore, to stand out from competitors, it has become increasingly important for brands to have marketing managers that create value for consumers and communicate that value to consumers.
Ahmad Asady
Assistant Professor of Management Faculty Scholar, Challey Institute for Global Innovation and GrowthNorth Dakota State University
Marketing
What general advice would you give to a Product Marketing Associate?
Ahmad Asady: The role of a Marketing professional is as rewarding as it is demanding. On one hand, it offers the chance to unleash creativity, see the direct impact of your work, and enjoy a variety of experiences across different projects and industries. On the other hand, it comes with its fair share of challenges, such as the pressure to perform under tight deadlines and budgets, the constant need to stay ahead in a fast-evolving field, and the stress of quantifying the effectiveness of marketing campaigns. Despite these challenges, the role remains appealing for those drawn to a career that demands both strategic thinking and creative innovation, underscored by the powerful tool of persuasion to shape consumer behavior and drive business success.
What Product Marketing Associate skills would you recommend for someone trying to advance their career?
Ahmad Asady: Now is an exciting time to enter the field of marketing. The digital age has transformed how brands connect with consumers, opening up a plethora of channels and tools for innovative engagement strategies. This digital expansion, coupled with the shift towards a more consumer-centric marketing approach, has made the role of a Marketing professional more crucial and impactful than ever. Professionals in this field enjoy the privilege of working at the intersection of creativity and analytics, where they can make significant contributions to a brand's growth and adapt to new challenges and technologies, ensuring a career that is both stable and filled with opportunities for continuous learning.
What will help Product Marketing Associates increase their earning potential?
Ahmad Asady: A Marketing professional's day is a blend of art and science, filled with the pursuit of understanding and engaging the target audience. Their daily activities revolve around creating and managing content that resonates with consumers, conducting market research to stay ahead of trends, analyzing data to refine strategies, and collaborating with cross-functional teams to ensure a unified brand message. Persuasion lies at the heart of their role, as they must continuously convince both internal stakeholders and external audiences of the value and relevance of their brand's offerings.
S.Sinem Atakan
Assistant Professor of MarketingSiena College
Marketing Department
What skills will help Product Marketing Associates earn the most?
S.Sinem Atakan: The most important skills for marketing graduates, especially given the remote working conditions due to the pandemic, are self-motivation, communication, and digital marketing skills. Creativity and analytical skills are always important in marketing, but pandemic has highlighted the importance of being able to work independently and motivate yourself even when external forces are not directly present. Communication skills are crucial to work remotely and be on the same page with your team members. Digital marketing was big but getting even bigger with this breakthrough changes in consumer behavior. Hence, the rising stars of the marketing job market will be graduates who can combine all these skills seamlessly
Soyoung Joo
Assistant Professor of MarketingSiena College
Marketing Department
What skills stand out on Product Marketing Associate resumes?
Soyoung Joo: Communication and time management skills are valuable skills for marketing managers.
What soft skills should all Product Marketing Associates possess?
Soyoung Joo: Creativity and intellectual curiosity (willingness to keep learning) can be added to the above soft skills.
What hard/technical skills are most important for Product Marketing Associates?
Soyoung Joo: Being able to interpret the consumer data and identify the true needs and wants of the consumer is imperative for marketers.
What skills will help Product Marketing Associates earn the most?
Soyoung Joo: Being able to work well with people from diverse backgrounds can be added to the above skills.
Allison Lauenstein
Teaching Instructor of MarketingSiena College
Marketing Department
What hard/technical skills are most important for Product Marketing Associates?
Allison Lauenstein: Project Management and being able to connect the dots around the data and insights are critical. You have to analyze a situation and uncover insights from the customer, the competitors, and the industry.
What skills will help Product Marketing Associates earn the most?
Allison Lauenstein: Leadership and collaboration will go a long way. The best ideas can come from anywhere, and it's not always about who has the best idea but who can execute the idea the best. Good marketers must understand that if you cannot successfully execute or effectively communicate a great idea, it may not be so great.
What skills stand out on Product Marketing Associate resumes?
Allison Lauenstein: Skills that stand out show that the candidate has had some experience leading projects and project teams. Marketing is a collaborative effort, and it is critically important for upcoming managers to understand how to manage and motivate a team to achieve its objectives.
What soft skills should all Product Marketing Associates possess?
Allison Lauenstein: Listening and asking questions are some of the most important skills. As Marketers, you not only have to listen to what people say, but you have to try to understand what they are not saying. How do their actions differ from what they are saying?
What hard/technical skills are most important for Product Marketing Associates?
Mary Norman: -Project management skills
-Knowledge of key marketing tools and analytics:
-Social media tools like Hootsuite, Google analytics, etc.
-Design tools like Canva, Photoshop, Illustrator
-Email and Survey tools like Mailchimp and Survey Monkey
-SEO Tools like Google Ads
-Digital/Social Media Marketing Skills in the following areas:
-Email marketing
-Search Engine Marketing and Search Engine Optimization (SEM/SEO)
-Email marketing
-Content marketing - ability to create content for social media and additional formats like blogs, etc.
-Social Media marketing through top platforms: i.e., Facebook, Twitter, Instagram, TikTok, LinkedIn, etc.
-Data Analysis - mining insights into customer behavior based on website and social media analytics
-Trendwatching / Consumer insights
Sung Eun Park
Assistant Professor, Advertising and Marketing CommunicationsWebster University
Communications & Journalism
What skills stand out on Product Marketing Associate resumes?
Sung Eun Park: Companies hiring marketing consultants look for someone with strong communication and leadership skills that can translate to great candidates. In addition, a strong background in data analysis will definitely stand out from other candidates. Unlike many beliefs, people who get jobs as marketing consultant comes from various education backgrounds including advertising and English major. It is an indication that companies are open to people with diverse perspectives that can bring fresh eyes to the team. The resumes showcasing a person with various experiences highlighting strong leadership skills (not just strictly marketing) in a team environment will get noticed.
What soft skills should all Product Marketing Associates possess?
Sung Eun Park: In a marketing team, time management and communication will still be valued a lot, given that a lot of projects are contingent on timeliness. These skills are also tied to social skills within a team that ultimately helps the team's performance. Team members spend a lot of time together working on a project, so it is essential that they work in a team that offers support while encouraged to voice their opinion without prejudice. In sum, strong interpersonal skills are critical.
What hard/technical skills are most important for Product Marketing Associates?
Sung Eun Park: It depends on the type of work the company does but usually marketing department will benefit from having someone with excellent data analysis skills. Understanding where and how to get the data, analyzing the given data, and understanding the significance of the findings will be crucial in marketing. For example, spotting outliers from data and how the outliers should be interpreted regarding the market situation could play a role for the consultant. Any certificates demonstrating their skills in data and trend analysis would help.
What skills will help Product Marketing Associates earn the most?
Sung Eun Park: Although marketing is often viewed as a discipline with hard data, those successful in the field get most of their success by being creative and strategic thinkers. Even with the help of data available, your marketing plan may not generate great success. Often you need to have different and novel perspectives to make things more niche. Those who have a good understanding of data analysis with a creative and strategic approach to the problem will make the most of their career in marketing.
Abhijit Roy
Professor of MarketingUniversity of Scranton
School of Management
What skills stand out on Product Marketing Associate resumes?
Abhijit Roy: In general, companies will look to see whether or not the candidate can overall market the company's products. Given the depth and breadth of marketing jobs, the specific skill requirements will vary. For example, a sales manager position will require individuals with high interpersonal skills, advertising positions will look for individuals with creativity, while marketing research positions will demand strong analytical skills. Overall, most companies today are looking for individuals with strong digital marketing and social media skills.
Job market candidates must look for the job descriptions in the ads and ensure they have relevant matching skills that they can include in their resumes.
What soft skills should all Product Marketing Associates possess?
Abhijit Roy: 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: 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 skills will help Product Marketing Associates earn the most?
Abhijit Roy: The above skills are in high demand and also currently pay the most. Still, I strongly recommend that students focus not on skills that will help them earn the most but on the skill sets that each individual possesses and think of how they can best leverage that in the marketplace to have a long sustained, and enjoyable career.
Dr. Richard Conde Ph.D.
Assistant ProfessorUniversity of Houston - Downtown
Marilyn Davies College of Business
What skills will help Product Marketing Associates earn the most?
Dr. Richard Conde Ph.D.: It's a combination of skills, plus the patience to build those skills. Great people and leadership skills always seem to trump most other variables. I would encourage individuals to invest in their leadership skills and consider partnering with a leadership coach.
What skills stand out on Product Marketing Associate resumes?
Dr. Richard Conde Ph.D.: Showcasing the balance between people management and analytical skills. Marketing today relies on a substantial amount of data, which requires marketing managers to possess strong analytical skills. At the same time, leaders have to motivate, inspire, and guide employees. In the last 3-5 years, I have seen a greater emphasis on analytical skills.
What soft skills should all Product Marketing Associates possess?
Dr. Richard Conde Ph.D.: Leaders need to lead. A leader who is curious, vulnerable, transparent, and inclusive generally has better success. The challenge is to teach leaders to be authentically curious. That is a big challenge in leadership.
What hard/technical skills are most important for Product Marketing Associates?
Dr. Richard Conde Ph.D.: First, understand A/B experiments. Marketers are consistently comparing different campaigns, and the ability to create thoughtful experiments is critical.
Second, go beyond averages and percentages and learn linear and logistic regression and more advanced analytical tools. The exposure to more complex analytics allows for more thoughtful outcomes and interpretation.
Third, be exposed to a programming language like R or Python. Not that you are going to code, but it allows you to speak the language of data.
Dr. Richard Conde Ph.D.
Assistant ProfessorUniversity of Houston - Downtown
Marilyn Davies College of Business
What soft skills should all Product Marketing Associates possess?
Dr. Richard Conde Ph.D.: The need for soft skills are consistent through time. With our societal focus on social media, texting, emojis, etc. It appears to me companies are looking for the following:
- Active listening skills
- Willingness to be self-reflective and accept feedback
- Accept different perspectives. The collision of ideas creates knowledge
- Communicate to the listener (at their level). Flex communicators
- Cultural intelligence. Demographics changes will require better understanding of team member's, boss', customer's, etc. cultural context
Stacia Wert-Gray Ph.D.
Professor of Marketing, ChairpersonUniversity of Central Oklahoma
Department of Marketing
What soft skills should all Product Marketing Associates possess?
Stacia Wert-Gray Ph.D.: Communication is important in any job but especially in marketing. These professionals must be able to communicate with customers/clients about product/service benefits and must be able to listen and represent the needs of customers/clients to their own company.
Dr. Sooho Lee
Director, Master of Public Administration (MPA) Program, Professor of Public Administration and PolicyUniversity of West Georgia
Department of Civic Engagement & Public Service
What hard/technical skills are most important for Product Marketing Associates?
Dr. Sooho Lee: Quantitative analytical skills, budget and finance skills, and performance assessment skills.
What skills will help Product Marketing Associates earn the most?
Dr. Sooho Lee: It depends on the nature of the job. Generally speaking, analytical competence, communication, strategic planning, and leadership skills will greatly help one earn more.
Dr. Carrie Trimble
Associate Professor of MarketingMillikin University
Tabor School of Business
What soft skills should all Product Marketing Associates possess?
Dr. Carrie Trimble: Communication skills and problem-solving top this list. When less is done face-to-face, businesses and their customers have new problems at hand and fewer communication methods at their disposal. Customers have also been dealing with a high level of stress for over a year now, so applicants who can empathetically, reliably, and efficiently communicate via e-mail and phone will rise to the top.