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Become A Senior Product Marketing Manager

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Working As A Senior 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

  • $130,000

    Average Salary

What Does A Senior 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 Senior 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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Senior Product Marketing Manager jobs

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Average Length of Employment
Product Director 3.4 years
Product Manager 3.4 years
Marketing Engineer 3.2 years
Marketing Director 3.1 years
Marketing Manager 3.1 years
Product Lead 2.9 years
Marketing Officer 2.5 years
Marketing Lead 2.4 years
Head Of Marketing 2.3 years
Top Employers Before
Consultant 2.0%
Top Employers After
Consultant 3.0%
Director 2.1%

Senior Product Marketing Manager Demographics

Gender

Male

63.2%

Female

34.0%

Unknown

2.8%
Ethnicity

White

73.5%

Asian

16.0%

Hispanic or Latino

7.8%

Unknown

2.0%

Black or African American

0.7%
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Languages Spoken

Spanish

25.2%

Chinese

12.6%

Japanese

10.7%

French

8.7%

Mandarin

7.8%

Portuguese

5.8%

German

5.8%

Carrier

3.9%

Cantonese

2.9%

Italian

2.9%

Vietnamese

1.9%

Hindi

1.9%

Korean

1.9%

Tagalog

1.9%

Swahili

1.0%

Dutch

1.0%

Turkish

1.0%

Hokkien

1.0%

Nepali

1.0%

Finnish

1.0%
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Senior Product Marketing Manager Education

Schools

Santa Clara University

10.6%

University of Texas at Austin

8.4%

Northwestern University

8.1%

University of Phoenix

5.5%

University of California - Berkeley

5.2%

George Washington University

5.2%

Northeastern University

5.2%

University of Southern California

4.8%

Boston University

4.8%

San Jose State University

4.5%

New York University

4.2%

Stanford University

4.2%

Purdue University

4.2%

Michigan State University

3.9%

Carnegie Mellon University

3.9%

Thunderbird School of Global Management

3.9%

Cornell University

3.5%

Duke University

3.5%

Babson College

3.2%

University of Washington

3.2%
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Majors

Business

32.3%

Marketing

26.1%

Electrical Engineering

6.3%

Management

6.3%

Finance

5.8%

Computer Science

4.9%

Communication

2.4%

Journalism

1.5%

Mechanical Engineering

1.5%

Economics

1.4%

English

1.4%

International Business

1.3%

Political Science

1.3%

Education

1.2%

Project Management

1.1%

Advertising

1.1%

Accounting

1.1%

Computer Engineering

1.0%

Public Relations

1.0%

Psychology

0.9%
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Degrees

Masters

53.5%

Bachelors

33.8%

Other

7.6%

Certificate

2.2%

Doctorate

1.7%

Associate

0.8%

Diploma

0.4%

License

0.1%
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Job type you want
Full Time
Part Time
Internship
Temporary

Real Senior Product Marketing Manager Salaries

Job Title Company Location Start Date Salary
SR. Product Development and Marketing Manager Aust Development Mountain View, CA Dec 14, 2016 $220,251
Senior Product Marketing Manager-Adobe Stock Adobe Systems Incorporated San Francisco, CA Oct 17, 2016 $180,000
Senior Product Marketing Manager Vmware, Inc. Palo Alto, CA Jul 18, 2016 $170,000
Senior Product Marketing Manager Zeroturnaround USA, Inc. Boston, MA Dec 18, 2015 $169,042
Senior Product Marketing Manager Kaminario, Inc. Needham, MA Aug 04, 2016 $168,667
SR. Product Marketing Manager Symantec Corporation San Francisco, CA May 15, 2016 $167,000
Senior Product Marketing Manager Nutanix, Inc. San Jose, CA May 12, 2016 $165,000 -
$190,000
SR. Product Marketing Manager Rambus Inc. Sunnyvale, CA Jul 29, 2016 $165,000 -
$190,000
Senior Product Manager, MS Franchise Marketing Biogen, Inc. Weston, MA Sep 20, 2016 $164,000 -
$170,000
Senior Product Marketing Manager Cadence Design Systems, Inc. San Jose, CA Jul 20, 2015 $163,431 -
$206,700
Senior Product Marketing Manager Atmel Corporation San Jose, CA Aug 28, 2015 $161,628
Product Marketing Manager Senior Emulex Corporation San Jose, CA Mar 01, 2015 $150,030 -
$160,000
Product Marketing Manager Senior Emulex Corporation San Jose, CA Jan 03, 2015 $150,030 -
$160,000
SR. Competitive Product Marketing Manager Vmware, Inc. Palo Alto, CA Oct 10, 2016 $150,000
Senior Product Marketing Manager Microsoft Corporation Redmond, WA Jul 27, 2015 $148,762
SR. Product Marketing Manager Veritas Technologies LLC Mountain View, CA Feb 11, 2015 $147,393
Senior Product Marketing Manager-Product Marketing or Other Microsoft Corporation Redmond, WA Aug 02, 2016 $147,200 -
$167,200
Senior Product Marketing Manager Microsoft Corporation Redmond, WA Nov 26, 2016 $147,100
Senior Product Marketing Manager Microsoft Corporation Redmond, WA Feb 09, 2016 $146,650 -
$166,650
Senior Product Marketing Manager Microsoft Corporation Redmond, WA Sep 19, 2016 $135,500
Senior Product Marketing Manager Linkedin Corporation Sunnyvale, CA Apr 27, 2015 $135,431 -
$176,600
Senior Product Marketing Manager Workiva Inc. Ames, IA Sep 11, 2015 $135,000 -
$155,000
Senior Product Marketing Manager Ruckus Wireless, Inc. Sunnyvale, CA Jan 02, 2015 $135,000
SR. Product Marketing Manager Symantec Corporation Mountain View, CA Aug 24, 2016 $135,000
Senior Product Marketing Manager Microsoft Corporation Redmond, WA Oct 19, 2015 $134,365
SR. Product Marketing Manager (SR. Business Planner)-Prod. Mktg. or Other Microsoft Corporation Redmond, WA Dec 01, 2016 $133,500 -
$153,500
Senior Subsidiary Product Marketing Manager Microsoft Corporation Bellevue, WA Jul 22, 2016 $133,500

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Top Skills for A Senior Product Marketing Manager

ProductLineProductStrategyNewProductLaunchesWebContentNewProductDevelopmentGo-To-MarketStrategyProductManagementCompetitiveAnalysisMarketResearchValuePropositionOEMROIProductRoadmapMarketSharePSalesToolsBusinessDevelopmentSalesTrainingProductPortfolioSalesEnablement

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Top Senior Product Marketing Manager Skills

  1. Product Line
  2. Product Strategy
  3. New Product Launches
You can check out examples of real life uses of top skills on resumes here:
  • Managed product marketing for UNIX software and workstations products and scanner product line.
  • Conducted product strategy assessments while monitoring overall financial and operational performance.
  • Managed pricing, margins, new product launches and training for a more than $25M division.
  • Developed web content, competitive intelligence, customer success stories and marketing plays.
  • PROCESS: Defined a new product development process highly praised by the executive team and adopted across all corporate product lines.

Top Senior Product Marketing Manager Employers

Senior Product Marketing Manager Videos

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