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Product marketing manager skills for your resume and career

Updated January 8, 2025

5 min read

Quoted experts

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

Dr. Sooho Lee

Product marketing manager example skills

Below we've compiled a list of the most critical product marketing manager skills. We ranked the top skills for product marketing managers based on the percentage of resumes they appeared on. For example, 6.9% of product marketing manager resumes contained digital marketing as a skill. Continue reading to find out what skills a product marketing manager needs to be successful in the workplace.

15 product marketing manager skills for your resume and career

1. Digital Marketing

Here's how product marketing managers use digital marketing:

Contributed to creation and alignment of digital marketing assets for 8 nationally recognized Turner cable networks.
Key accomplishments: Development of first digital marketing campaigns for customer and prospective customers.

2. 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 managers use product management:

Supervised a team of marketing specialists, including administrative support and international liaison in execution of project plans and product management.
Developed standard for software product business tracking within the software product management group resulting in consistent management review of sales performance.

3. Project Management

Here's how product marketing managers use project management:

Prioritized projects, developed project database and collaborated closely with sales, engineering and project management, focusing on new initiative.
Provided cradle-to-grave project management on several initiatives-from project scoping and requirements gathering to deployment, change control and final hand-off.

4. Marketing Campaigns

Here's how product marketing managers use marketing campaigns:

Developed all content and sales support materials for Manufacturing and Financial Service Markets including Primer, Sales collateral and marketing campaigns.
Evaluated technologies and industry direction for wireless operators and device vendors to build and manage marketing campaigns on emerging test solutions.

5. 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 managers use market research:

Conducted general market research, initiate and conduct competitive research, and maintain regular contact with customers to ensure customer satisfaction.
Initiated and managed product development, market research, competitive analysis programs; developed functional and user-interface specifications for new products.

6. B2B Marketing

Here's how product marketing managers use b2b marketing:

Strengthened business relationships and increased revenue by creating and managing local B2B marketing events.
Establish strong relationships with sales and product leadership to align B2B marketing goals with their initiatives and targets.

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7. Market Trends

Here's how product marketing managers use market trends:

Conducted end-user surveys, consulted trade publications and analyzed business developments to monitor market trends and determine market opportunities for product.
Advised executives on strategic marketing recommendations for key product lines based on year-over-year performance, market trends and growth opportunities.

8. Go-To-Market Strategy

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

Developed business-to-business Internet go-to-market strategy.
Directed and managed the overall go-to-market strategy for standardized electronic testing portfolio and adaptive products for nursing and health professions markets.

9. Value Proposition

A value proposition is the moral and the conviction of why and how a business operates. A good value proposition may highlight what sets a business apart from its competitors, but it should always focus on how customers define your value. It summarizes why a customer would choose your product or service.

Here's how product marketing managers use value proposition:

Developed new marketing campaign for the diabetes portfolio which included new messaging, promotional materials, educational resources and value propositions.
Drive messaging and execution of go-to-market product strategies resulting in significant funnel growth/ new customer wins based on value proposition.

10. 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 managers use sales tools:

Created demonstration scripts and databases, quality system solutions documents, automated functionality presentations, and target market sales tools.
Developed a portfolio of sales tools, which improved field effectiveness working in cooperation with complimentary organizations.

11. 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 managers use competitive analysis:

Created target markets for each sales territory through competitive analysis and providing researched potential end users, along with forecasting revenue.
Collaborated with global cross-functional teams to conduct a competitive analysis and develop corresponding strategies for equities, banking and insurance products.

12. Sales Training

Here's how product marketing managers use sales training:

Planned and presented quarterly web-based presentations covering various topics pertaining to new product introduction, sales training and promotions.
Coordinated product announcements, marketing collateral, trade show participation, seminar development and sales training programs.

13. Competitive Intelligence

Competitive intelligence denotes the activity of describing, collecting, analyzing, and spreading intelligence concerning goods or products, services, customers, competitors, and any factor that enables the managers and executives to make a strategic decision for a company.

Here's how product marketing managers use competitive intelligence:

Maintained competitive intelligence on Japanese Patent market, collaborating with quality assurance teams on English to Japanese localization tasks.
Developed detailed, prioritized product development plans based on market needs, competitive intelligence and customer requirements.

14. Product Life Cycle

Product lifecycle is an important concept in marketing that describes the process, phases, and stages that a product goes through from its initial stage to its end, or is withdrawn from the market and is no longer sold.

Here's how product marketing managers use product life cycle:

Extended product life cycle and increased demand by identifying new applications with complementary and companion products.
Managed product life cycle and marketing strategies for an international leader in educational publishing.

15. Competitive Landscape

Here's how product marketing managers use competitive landscape:

Analyzed retail and competitive landscape to identify customer and channel specific opportunities for category growth in existing and new channels.
Performed market assessment and competitive landscape for product viability, industry competitiveness, and development of an entrance strategy.

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What skills help Product 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 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 soft skills should all product marketing managers possess?

Dr. Sooho Lee

Director, Master of Public Administration (MPA) Program, Professor of Public Administration and Policy, University of West Georgia

Communication, networking, and interpersonal skills.

What hard/technical skills are most important for product marketing managers?

Dr. Sooho Lee

Director, Master of Public Administration (MPA) Program, Professor of Public Administration and Policy, University of West Georgia

Quantitative analytical skills, budget and finance skills, and performance assessment skills.

What product 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 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 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 marketing manager skills to add to your resume

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

Digital Marketing
Product Management
Project Management
Marketing Campaigns
Market Research
B2B Marketing
Market Trends
Go-To-Market Strategy
Value Proposition
Sales Tools
Competitive Analysis
Sales Training
Competitive Intelligence
Product Life Cycle
Competitive Landscape
Sales Enablement

Product Strategy
Integrated Marketing
CRM
Facebook
Product Development
Saas
Product Portfolio
GTM
Strong Analytical
Business Development
Customer Service
Product Roadmap
Business Cases
Product Sales
Web Content
Lifecycle Management

Channel Marketing
Marketing Collateral
Go-To-Market Planning
Develop Go-To-Market
ROI
Content Marketing
Emerging Technologies
Data Sheets
Market Analysis
Client Facing
Lead Generation
SEO
Cloud Computing
Revenue Growth
Sales Collateral

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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