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Become A Senior Director, Product Marketing

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Working As A Senior Director, Product Marketing

  • 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

  • $179,250

    Average Salary

What Does A Senior Director, Product Marketing 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 Senior Director, Product Marketing

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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Average Length of Employment
Product Director 3.4 years
Top Employers Before
Director 3.2%
Consultant 2.4%
Top Employers After
Principal 5.8%

Do you work as a Senior Director, Product Marketing?

Senior Director, Product Marketing Demographics

Gender

Male

74.4%

Female

24.7%

Unknown

0.9%
Ethnicity

White

58.6%

Asian

13.6%

Hispanic or Latino

13.5%

Black or African American

9.4%

Unknown

5.0%
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Foreign Languages Spoken

French

33.3%

German

22.2%

Vietnamese

11.1%

Hindi

11.1%

Spanish

11.1%

Korean

11.1%
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Senior Director, Product Marketing Education

Schools

Santa Clara University

8.5%

Stanford University

6.8%

Columbia University

6.8%

Carnegie Mellon University

6.8%

Pepperdine University

6.8%

San Jose State University

5.1%

University of California - Berkeley

5.1%

University of Virginia

5.1%

San Diego State University

5.1%

Colorado Heights University

5.1%

Northwestern University

5.1%

San Francisco State University

5.1%

University of Chicago

5.1%

Syracuse University

3.4%

University of Rochester

3.4%

University of California Hastings College of Law

3.4%

University of Michigan - Ann Arbor

3.4%

Harvard University

3.4%

Boston College

3.4%

Brigham Young University

3.4%
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Majors

Business

28.3%

Marketing

20.0%

Management

13.3%

Electrical Engineering

8.3%

Finance

6.1%

Computer Science

6.1%

Communication

2.2%

Economics

1.7%

Fine Arts

1.7%

Small Business Management

1.7%

Computer Information Systems

1.1%

Management Information Systems

1.1%

Business Economics

1.1%

Law

1.1%

Chemical Engineering

1.1%

English

1.1%

Physics

1.1%

Information Technology

1.1%

Education

1.1%

Linguistics

0.6%
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Degrees

Masters

51.7%

Bachelors

30.0%

Other

11.6%

Doctorate

3.9%

Certificate

1.4%

Associate

1.4%
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Real Senior Director, Product Marketing Salaries

Job Title Company Location Start Date Salary
Senior Director, Product Marketing Box, Inc. Redwood City, CA Jun 09, 2016 $240,000
Senior Director, Product Marketing Box, Inc. Los Altos, CA Sep 21, 2015 $240,000
Senior Director-Smartphone Product Marketing Palm, Inc. Sunnyvale, CA Nov 30, 2009 $225,751
Senior Director, Product Marketing Atmel Corporation San Jose, CA Feb 09, 2016 $220,251
Product Marketing Senior Director Applied Materials, Inc. Sunnyvale, CA Aug 03, 2014 $207,709 -
$269,100
Senior Director, Product Marketing Akamai Technologies, Inc. San Mateo, CA Apr 03, 2012 $194,500 -
$202,200
Senior Director, Product Marketing Akamai Technologies, Inc. San Mateo, CA Apr 06, 2012 $194,500 -
$202,200
Senior Director of Product Marketing AUTH0, Inc. Bellevue, WA Nov 14, 2016 $187,000
SR. Director, Product Marketing Push Technology, Inc. Denver, CO Nov 13, 2016 $180,000
SR. Director, Product Marketing Push Technology, Inc. Denver, CO Jun 22, 2015 $180,000
SR. Director, Product Marketing RGB Networks, Inc. Sunnyvale, CA Dec 15, 2010 $177,000
Senior Director, Product Marketing Anaplan Inc. San Francisco, CA May 09, 2016 $170,000
Senior Director, Product Marketing Anaplan Inc. San Francisco, CA Jan 06, 2016 $170,000
Senior Director, Product Marketing Anaplan Inc. San Francisco, CA Jun 13, 2016 $170,000
SR. Director of Digital Product Marketing The Weather Channel, LLC Atlanta, GA Oct 01, 2012 $170,000 -
$190,000
SR. Director of Product Marketing Tealeaf Technologies, Inc. San Francisco, CA Feb 01, 2011 $160,000
SR. Director of Technical Product Marketing Tealeaf Technology, Inc. San Francisco, CA Feb 01, 2011 $160,000
Senior Director, Product Marketing Inquira, Inc. San Bruno, CA May 03, 2010 $153,504 -
$155,000
Senior Director, Product Marketing AOL Adverstising, Inc. San Mateo, CA Jun 01, 2015 $150,000 -
$200,000
Senior Director, Product Marketing AOL Adverstising, Inc. San Mateo, CA Jun 10, 2015 $150,000 -
$200,000
Senior Director, Product Marketing Realnetworks, Inc. Seattle, WA May 18, 2014 $145,000
SR. Director, Product Marketing Marketo, Inc. San Mateo, CA Mar 15, 2011 $145,000
SR. Director, Product Marketing AOL Advertising Inc. San Mateo, CA Jul 28, 2016 $144,893
Senior Director, Global Product Marketing Philips Medical Systems (Cleveland), Inc. Highland Heights, OH Oct 01, 2012 $144,061 -
$225,000

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Top Skills for A Senior Director, Product Marketing

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  1. Product Strategy
  2. Product Management
  3. Product Launches
You can check out examples of real life uses of top skills on resumes here:
  • Collaborated with senior leadership in Product Strategy and Product Development to identify market growth opportunities around existing technology.
  • Improved notification processes to build customer confidence in company product management programs.
  • Integrated marketing planning across four business units, including budgeting, messaging and support for brand re-launch and new product launches.
  • Developed pricing strategies, definition of commercial product offerings, and comprehensive go-to-market plans and processes for all product lines.
  • Developed marketing requirements for SolFocus CPV solution integrating in-depth competitive analysis and market research.

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Top 10 Best States for Senior Directors, Product Marketing

  1. New York
  2. Colorado
  3. New Jersey
  4. Virginia
  5. Rhode Island
  6. Washington
  7. California
  8. Delaware
  9. District of Columbia
  10. Pennsylvania
  • (3,156 jobs)
  • (1,036 jobs)
  • (1,370 jobs)
  • (1,180 jobs)
  • (199 jobs)
  • (2,032 jobs)
  • (8,818 jobs)
  • (93 jobs)
  • (339 jobs)
  • (1,235 jobs)

Top Senior Director, Product Marketing Employers

Jobs From Top Senior Director, Product Marketing Employers

Senior Director, Product Marketing Videos

Work at LinkedIn: Vidya Chandra, Senior Product Marketing Manager

Rick Malins, Product Marketing Manager, Google

What Is Product Marketing?

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