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Become A Product Marketing Manager

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Working As A Product Marketing 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

  • $115,112

    Average Salary

What Does A Product Marketing 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 Marketing 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 Marketing Manager Videos

Work at LinkedIn: Vidya Chandra, Senior Product Marketing Manager

Rick Malins, Product Marketing Manager, Google

Meet a Google Associate Product Manager Program Alumna, feat. Laura

Product Marketing Manager Jobs

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Product Marketing Manager Career Paths

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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
Top Careers Before Product Marketing Manager
Consultant 3.0%
Manager 2.9%
Top Careers After Product Marketing Manager
Consultant 3.6%
Director 2.9%

Do you work as a Product Marketing Manager?

Product Marketing Manager Demographics

Gender

Male

60.1%

Female

37.3%

Unknown

2.6%
Ethnicity

White

58.8%

Hispanic or Latino

14.4%

Asian

12.8%

Black or African American

9.7%

Unknown

4.2%
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Foreign Languages Spoken

Spanish

28.7%

French

13.1%

Mandarin

10.3%

Chinese

9.0%

German

8.3%

Japanese

7.3%

Portuguese

5.3%

Italian

3.9%

Cantonese

3.0%

Hindi

1.7%

Dutch

1.5%

Russian

1.3%

Carrier

1.1%

Korean

0.9%

Turkish

0.9%

Urdu

0.9%

Swedish

0.8%

Vietnamese

0.8%

Arabic

0.8%

Hebrew

0.4%
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Product Marketing Manager Education

Schools

University of Texas at Austin

10.7%

University of Phoenix

10.5%

Santa Clara University

6.7%

San Jose State University

6.7%

Northeastern University

5.7%

University of California - Berkeley

5.1%

University of Southern California

4.9%

Northwestern University

4.7%

Arizona State University

4.7%

Duke University

4.3%

University of Washington

4.2%

Stanford University

4.1%

Brigham Young University

3.8%

Michigan State University

3.5%

Georgia State University

3.5%

Texas A&M University

3.5%

San Diego State University

3.5%

University of Colorado at Boulder

3.4%

Purdue University

3.4%

Babson College

3.3%
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Majors

Business

33.5%

Marketing

25.0%

Management

6.4%

Finance

5.2%

Electrical Engineering

4.6%

Communication

4.4%

Computer Science

2.6%

English

1.9%

Economics

1.8%

Project Management

1.8%

Political Science

1.7%

Journalism

1.7%

Psychology

1.6%

Mechanical Engineering

1.3%

International Business

1.2%

Public Relations

1.2%

Graphic Design

1.1%

Advertising

1.1%

Computer Information Systems

0.9%

Education

0.9%
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Degrees

Masters

44.6%

Bachelors

40.0%

Other

8.5%

Certificate

3.2%

Associate

1.8%

Doctorate

1.4%

Diploma

0.3%

License

0.1%
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Product Marketing Manager Videos

Work at LinkedIn: Vidya Chandra, Senior Product Marketing Manager

Rick Malins, Product Marketing Manager, Google

Meet a Google Associate Product Manager Program Alumna, feat. Laura

Job type you want
Full Time
Part Time
Internship
Temporary

Real Product Marketing Manager Salaries

Job Title Company Location Start Date Salary
Product Marketing Manger Google, Inc. Mountain View, CA Dec 28, 2015 $258,000
Product Marketing Manager Google Inc. Mountain View, CA Aug 22, 2015 $244,400
Manager, Product Marketing Broadcom Corporation San Jose, CA Mar 23, 2016 $220,251
Product Marketing Manager Facebook, Inc. Menlo Park, CA Nov 21, 2016 $207,000
Product Manager, Marketing Cloud Platform Adobe Systems Incorporated San Jose, CA Jan 09, 2016 $205,000
Product Marketing Manager Facebook, Inc. Menlo Park, CA Jul 20, 2015 $200,000
Product Marketing Manager Ancestry.Com Operations, Inc. San Francisco, CA Jan 05, 2016 $190,000
Product Marketing Manager Vmware, Inc. Palo Alto, CA Jun 17, 2016 $187,907 -
$220,251
Product Marketing Manager Ever Curious Corporation Palo Alto, CA Sep 17, 2016 $187,907
Product Marketing Manager Vmware, Inc. Palo Alto, CA Apr 30, 2015 $183,789
Product Marketing Manager Google Inc. San Francisco, CA Nov 29, 2016 $180,000
Product Marketing Manager Xilinx, Inc. San Jose, CA Sep 10, 2015 $180,000
Product Marketing Manager, Ynext Data Yodlee, Inc. Redwood City, CA Jul 24, 2015 $137,140 -
$140,000
Product Manager, Marketing Cisco Systems, Inc. San Jose, CA Dec 21, 2015 $137,073 -
$167,500
Product Marketing Manager Sandisk Corporation Milpitas, CA Aug 12, 2015 $137,009 -
$157,009
Cloud Product Marketing Manager Informatica Corporation Redwood City, CA Feb 20, 2015 $137,000
Product Marketing Manager Vmware, Inc. Palo Alto, CA Mar 14, 2015 $136,500
Technical Product Marketing Manager Nvidia Corporation Santa Clara, CA Jan 12, 2015 $136,208 -
$160,742
Product Marketing Manager Adobe Systems Incorporated San Francisco, CA Jun 08, 2015 $136,032
Product Marketing Manager (Business Planner) Microsoft Corporation Redmond, WA Jun 07, 2016 $115,565 -
$135,565
Product Marketing Manager KLA-Tencor Corporation Malta, NY Jul 17, 2015 $115,315
Product Marketing Manager Google Inc. Mountain View, CA Jun 17, 2015 $115,200
Product Marketing Manager Google, Inc. Mountain View, CA Aug 19, 2015 $115,200
Product Marketing Manager Microsoft Corporation Redmond, WA Jun 20, 2016 $115,137
Product Marketing Manager Google Inc. Mountain View, CA Sep 12, 2016 $115,000
Product Marketing Manager Google, Inc. San Bruno, CA Apr 27, 2015 $115,000
Product Marketing Manager Appdirect, Inc. San Francisco, CA Jun 08, 2015 $115,000

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Top Skills for A Product Marketing Manager

  1. New Product Development
  2. Product Strategy
  3. New Product Lines
You can check out examples of real life uses of top skills on resumes here:
  • Provided leadership and directly participated in New Product Development Projects as well as continual current product enhancements.
  • Implemented and managed overall product strategy, research and development, feature requirements and assists with manufacturing coordination and planning.
  • Developed strategy and managed execution of voice of the customer and consumer focus groups to support strategy for new product lines.
  • Developed strategy for internal and external communication materials driving brand consistency, industry expertise, and revenue growth.
  • Partnered with global product managers and communications specialists to create effective marketing materials for regional product launches.

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Top 10 Best States for Product Marketing Managers

  1. Colorado
  2. California
  3. Washington
  4. Virginia
  5. Rhode Island
  6. Delaware
  7. Pennsylvania
  8. District of Columbia
  9. New York
  10. Oregon
  • (1,053 jobs)
  • (8,722 jobs)
  • (2,189 jobs)
  • (1,176 jobs)
  • (175 jobs)
  • (107 jobs)
  • (1,099 jobs)
  • (282 jobs)
  • (3,071 jobs)
  • (524 jobs)

Top Product Marketing Manager Employers

Jobs From Top Product Marketing Manager Employers

Product Marketing Manager Videos

Work at LinkedIn: Vidya Chandra, Senior Product Marketing Manager

Rick Malins, Product Marketing Manager, Google

Meet a Google Associate Product Manager Program Alumna, feat. Laura

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