What does a product marketing manager do?
A product marketing manager is responsible for managing the company's goods and services, promoting brand awareness, developing effective marketing campaigns to attract existing and potential clients, generating more revenues, and achieving its profitability goals. Product marketing managers must have excellent knowledge of the marketing industry, as well as broad ideas on the current industry trends to meet clients' demands and identify business opportunities. A product marketing manager should be highly communicative and display excellent leadership skills to work with other departments and respond to clients' inquiries and concerns timely and efficiently.
Product marketing manager responsibilities
Here are examples of responsibilities from real product marketing manager resumes:
- Manage IP and IPX VPN solutions, including definition of next generation ipsec-base products.
- Manage execution of retail signage (POS) and cross promotions for grocery partners.
- Lead a global team representing the commercial interests of the Americas, Europe and Asia.
- Define, design and manage next generation intranet product incorporating HTML, CGI, and JAVA.
- Define the product and manage the development of a line of switch mode power supplies for the PC & general market.
- Lead product development and business development of emerging mobile and cloud solutions.
- Engage with product, design, and engineering teams to determine product strategy and prioritize features for cloud messaging products.
- Develop positioning, communications, and go to market activities for OEM market.
- Interface with all the major world-wide OEM and ODM participants for product definition refinements and system design-in work.
- Maintain relationships with customers through CRM database and extract feedback for continuous CX optimization.
- Develop marketing strategy for new SaaS workforce profitability product; collaborate with all cross-functional teams for input/buy-in.
- Collaborate directly with state treasury offices to continuously improve reporting processes on PowerPoint while maintaining data integrity.
- Lead global broadband/multimedia strategy and platform product development across business units, including metrics definition and ROI analysis.
- Lead, design, and implement data-driven customer segmentation direct response CRM life-cycle usage and retention direct marketing programs.
- Promote to research target market customers and competitors and develop solution and sales strategies for on-premise and SaaS enterprise applications.
Product marketing manager skills and personality traits
We calculated that 7% of Product Marketing Managers are proficient in Digital Marketing, Product Management, and Project Management. They’re also known for soft skills such as Analytical skills, Communication skills, and Creativity.
We break down the percentage of Product Marketing Managers that have these skills listed on their resume here:
- Digital Marketing, 7%
Contributed to creation and alignment of digital marketing assets for 8 nationally recognized Turner cable networks.
- Product Management, 7%
Supervised a team of marketing specialists, including administrative support and international liaison in execution of project plans and product management.
- Project Management, 6%
Prioritized projects, developed project database and collaborated closely with sales, engineering and project management, focusing on new initiative.
- Marketing Campaigns, 5%
Developed all content and sales support materials for Manufacturing and Financial Service Markets including Primer, Sales collateral and marketing campaigns.
- Market Research, 4%
Conducted general market research, initiate and conduct competitive research, and maintain regular contact with customers to ensure customer satisfaction.
- B2B Marketing, 4%
Strengthened business relationships and increased revenue by creating and managing local B2B marketing events.
Common skills that a product marketing manager uses to do their job include "digital marketing," "product management," and "project management." You can find details on the most important product marketing manager responsibilities below.
Analytical skills. One of the key soft skills for a product marketing manager to have is analytical skills. You can see how this relates to what product marketing managers do because "advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization." Additionally, a product marketing manager resume shows how product marketing managers use analytical skills: "implemented product marketing strategies, including market analysis and identification, which resulted in a significant increase in sales performance. "
Communication skills. Another essential skill to perform product marketing manager duties is communication skills. Product marketing managers responsibilities require that "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." Product marketing managers also use communication skills in their role according to a real resume snippet: "led marketing communications and strategic marketing including positioning, advertising, and market analysis for two business units. "
Creativity. product marketing managers are also known for creativity, which are critical to their duties. You can see how this skill relates to product marketing manager responsibilities, because "advertising, promotions, and marketing managers must be able to generate new and imaginative ideas." A product marketing manager resume example shows how creativity is used in the workplace: "assess inventory availability and update product projections according to product development. "
Organizational skills. A big part of what product marketing managers do relies on "organizational skills." You can see how essential it is to product marketing manager responsibilities because "advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members." Here's an example of how this skill is used from a resume that represents typical product marketing manager tasks: "project management of high visibility projects, utilizing cross organizational teams to effectively drive results. "
The three companies that hire the most product marketing managers are:
- Meta886 product marketing managers jobs
- Micro Focus (US), Inc.214 product marketing managers jobs
- ZOOM+Care195 product marketing managers jobs
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Compare different product marketing managers
Product marketing manager vs. Senior manager of marketing
A senior manager of marketing is responsible for monitoring the organization's marketing staff, reviewing and approving marketing campaigns, and identifying strategies to improve services that would generate more revenues and increase its profitability. The senior manager of marketing evaluates the current market trends to meet consumers' demands and organizes techniques to sell products and services to the target audience. They lead the development of promotional offers and brand awareness, interpret sales data, and monitor the marketing processes' progress.
These skill sets are where the common ground ends though. The responsibilities of a product marketing manager are more likely to require skills like "competitive intelligence," "product life cycle," "competitive landscape," and "sales enablement." On the other hand, a job as a senior manager of marketing requires skills like "sr," "kpis," "patients," and "salesforce." As you can see, what employees do in each career varies considerably.
Senior managers of marketing really shine in the technology industry with an average salary of $126,981. Comparatively, product marketing managers tend to make the most money in the technology industry with an average salary of $121,046.The education levels that senior managers of marketing earn slightly differ from product marketing managers. In particular, senior managers of marketing are 0.8% more likely to graduate with a Master's Degree than a product marketing manager. Additionally, they're 0.2% less likely to earn a Doctoral Degree.Product marketing manager vs. Manager, field marketing
A field marketing manager oversees a company's field marketing operations, aiming to improve brand awareness and reach sales goals. Their responsibilities primarily revolve around devising marketing strategies, participating in organizing campaigns and trade shows, setting objectives for the team, and monitoring the progress of marketing programs, ensuring they are functioning effectively and efficiently. There are also instances when the manager must address issues and concerns, performing corrective measures when necessary. Furthermore, as a manager, it is essential to lead and encourage the team to reach company goals while implementing the company's policies and regulations.
Each career also uses different skills, according to real product marketing manager resumes. While product marketing manager responsibilities can utilize skills like "product management," "go-to-market strategy," "value proposition," and "competitive intelligence," managers, field marketing use skills like "salesforce," "demand generation," "grass," and "social media marketing."
Managers, field marketing earn a lower average salary than product marketing managers. But managers, field marketing earn the highest pay in the technology industry, with an average salary of $100,565. Additionally, product marketing managers earn the highest salaries in the technology with average pay of $121,046 annually.Average education levels between the two professions vary. Managers, field marketing tend to reach lower levels of education than product marketing managers. In fact, they're 8.9% less likely to graduate with a Master's Degree and 0.2% less likely to earn a Doctoral Degree.Product marketing manager vs. Marketing strategist
The marketing strategist is an executive who works with the members of the marketing team to ensure the implementation of high-quality marketing strategies within a given time frame. Marketing strategists examine data to find out the best way to administer resources to increase revenue and profits. Their responsibilities include performing in-depth research to determine new market prospects and customers' preferences as well as forecasting market trends. Also, they set certain marketing goals that reflect the overall business goal together with developing and managing digital campaigns.
Some important key differences between the two careers include a few of the skills necessary to fulfill the responsibilities of each. Some examples from product marketing manager resumes include skills like "product management," "go-to-market strategy," "value proposition," and "sales tools," whereas a marketing strategist is more likely to list skills in "social media marketing," "content strategy," "healthcare," and "powerpoint. "
Marketing strategists earn the best pay in the technology industry, where they command an average salary of $100,214. Product marketing managers earn the highest pay from the technology industry, with an average salary of $121,046.When it comes to education, marketing strategists tend to earn similar degree levels compared to product marketing managers. In fact, they're 4.5% less likely to earn a Master's Degree, and 0.3% less likely to graduate with a Doctoral Degree.Product marketing manager vs. Marketing lead
A marketing lead is an individual who is responsible for overseeing a team of marketing specialists to help a company achieve its marketing goals. Marketing leads are required to create and manage marketing plans so that they can deliver marketing campaigns on time and escalate issues that may prevent prompt delivery. They can incorporate a mix of different strategies in campaigns such as digital publishing, templates, and training. Marketing leads must work closely with account managers and sales engineers so that they can empower them to effectively position the company's products differently from their competitors.
Types of product marketing manager
Updated January 8, 2025
