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Senior product marketing manager skills for your resume and career

Updated January 8, 2025

5 min read

Quoted experts

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

Erin Steffes Ph.D.

Senior product marketing manager example skills

Below we've compiled a list of the most critical senior product marketing manager skills. We ranked the top skills for senior product marketing managers based on the percentage of resumes they appeared on. For example, 11.0% of senior product marketing manager resumes contained digital marketing as a skill. Continue reading to find out what skills a senior product marketing manager needs to be successful in the workplace.

15 senior product marketing manager skills for your resume and career

1. Digital Marketing

Here's how senior product marketing managers use digital marketing:

Manage the GTM strategy and tactical implementation of digital marketing initiatives, branding & awareness and administration of metric analysis.
Conducted market research and performed due-diligence on vendor companies, and identified business opportunities in digital marketing landscape.

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 senior product marketing managers use product management:

Improved consistency and efficiency by collaborating on enterprise-level efforts to standardize product management processes through adoption of Pragmatic Marketing principles.
Manage collaboration of large teams across product management, services and sales organizations to drive and deliver demand-generation programs.

3. Cloud

Cloud is a server that is accessed over the internet. There are different programs and software that also run on these servers. These clouds can be accessed from anywhere in the world as they are not present in your computer storage, but have their online servers. Cloud consists of data centers all across the world.

Here's how senior product marketing managers use cloud:

Designed/executed channel marketing programs that increased sales of Microsoft Server & cloud solutions.
Managed the on-boarding of the first MNC to AT&T Mobility's mobile cloud platform.

4. 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 senior product marketing managers use market research:

Implemented engineering and usability market research to determine key insights about product capabilities across competitors and about consumer behavior and preferences.
Conducted market research & product obsolescence procedures, Quantitative research data analysis and ensured products are leveraged based on opportunity.

5. Integrated Marketing

Here's how senior product marketing managers use integrated marketing:

Created and developed successful integrated marketing programs and strategies including messaging, positioning, promotions and program performance metrics.
Defined strategy to develop, execute, and manage comprehensive marketing plan encompassing integrated marketing initiatives.

6. Go-To-Market Strategy

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

Launched software offering within a hardware company, implementing new pricing model, new messaging-naming graphics positioning, and go-to-market strategy.
Lead product marketing, go-to-market strategy, business development, and strategic alliances within Cisco Services organization.

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7. Marketing Campaigns

Here's how senior product marketing managers use marketing campaigns:

Developed innovative marketing campaigns in which content and mobile technology were leveraged to drive awareness, acquisition and lifetime value.
Conceptualized, developed and directed national retail marketing campaigns centered on broadband television and DirecTV offers and services.

8. SR

Here's how senior product marketing managers use sr:

Supplemented New Services Development Team as a Product Manager and Sr.
Have two Sr Product Manager direct reports.

9. Business Development

Business development is the ideas or initiatives that work to make business work better. Selling, advertising, product development, supply chain management, and vendor management are only a few of the divisions involved with it. There is still a lot of networking, negotiating, forming alliances, and trying to save money. The goals set for business development guide and coordinate with all of these various operations and sectors.

Here's how senior product marketing managers use business development:

Acted as Business Development Manager for identifying new business partners worldwide in parallel industries such as in automotive or robotic companies.
Managed a four-person business development team and a sales team of culturally and geographically diverse individuals located around the world.

10. 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 senior product marketing managers use value proposition:

Teamed with engineering to distill product features and benefits into value propositions and marketing messages and develop scenario demos.
Increased market exposure by articulating product value propositions to industry analysts, business partners, and sales representatives.

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 senior product marketing managers use competitive analysis:

Created detailed competitive analysis of customers, focused on ranging considerations, technology requirements, purchasing behavior, and pricing models.
Conduct competitive analysis and create business requirements to work with internal and external integrated team to ensure project delivery as planned.

12. GTM

GTM (Google Tag Manager) lets you manage and deploy marketing tags on your mobile app or website without modifying the code. To be proficient in GTM, you need to have skills in GTM components, GTM data layer, GTM events, HTML/CSS/JavaScript, debugging, and a robust understanding of the advantages/shortcomings of GTM.

Here's how senior product marketing managers use gtm:

Launched Intuit Full Service Payroll, from pilot stage through full GTM roll-out.
Developed world class go-to-market (GTM) plans and overall demand generation for 1st party Xbox 360 titles in the US.

13. Product Strategy

Here's how senior product marketing managers use product strategy:

Developed comprehensive product strategy and gained buy-in of senior executives and regional markets.
Conducted product strategy assessments while monitoring overall financial and operational performance.

14. B2B Marketing

Here's how senior product marketing managers use b2b marketing:

Managed four direct reports, created channel promotions, and developed B2B marketing efforts.
Developed buyer personas and audience segmentations for B2B marketing.

15. Saas

Here's how senior product marketing managers use saas:

Developed revenue generating marketing strategies for SaaS collaboration solution targeting small and medium sized businesses.
Defined learning management SaaS software product requirements based on customer needs and corporate strategy.

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

Erin Steffes Ph.D.

Department Chair and Professor, Towson University

As a science and an art, marketing utilizes both soft skills and technical skills on a daily basis. While some technologies are industry-specific, having an understanding and basic mastery of data analysis, statistics, data visualization, digital marketing, marketing research, and customer relationship management will position a candidate well.

What soft skills should all senior product marketing managers possess?

Abhijit Roy

Professor of Marketing, University of Scranton

These are very important, yet harder to quantify skills, not only for marketing professionals but for business graduates in general. They include the ability to make sound decisions under pressure, having a high emotional intelligence quotient (EQ) as embodied by having empathy towards coworkers and subordinates, delegating appropriately, mentoring, communicating, time management, maintaining positivity despite setbacks and adapting to unforeseen challenges, being flexible, being persuasive and assertive at appropriate moments, yet being collaborative, seeking feedback, and the ability to negotiate and resolve conflicts when needed, amongst others.

Soft skills are typically more instrumental in enabling candidates to fit into an organization's culture and be strong candidates for promotion. Most marketing jobs involve candidates representing their brand initiatives and building strong client relationships, so interpersonal, and other soft skills are often valued more than hard skills. The strongest case for having excellent soft skills is that they are more easily transferable across various jobs and industries.

What senior 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 senior 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 senior 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 senior product marketing manager skills to add to your resume

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

Digital Marketing
Product Management
Cloud
Market Research
Integrated Marketing
Go-To-Market Strategy
Marketing Campaigns
SR
Business Development
Value Proposition
Competitive Analysis
GTM
Product Strategy
B2B Marketing
Saas
Sales Enablement

Competitive Landscape
Sales Tools
Product Line
ROI
Market Trends
Go-To-Market Planning
Marketing Mix
Channel Marketing
Product Roadmap
Emerging Technologies
Web Content
CRM
Product Development
Demand Generation
Java
Sales Training

Content Marketing
Product Portfolio
Develop Go-To-Market
Marketing Collateral
SEO
Competitive Intelligence
Cloud Computing
Business Cases
Manage Cross
Training Materials
Revenue Growth
Client Facing
Trade Shows
Lead Generation
B Testing

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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