Product Marketing Manager Job Description: Top Duties and Qualifications

Last updated: June 22, 2022

A Product Marketing Manager, or Product Promotions Manager, promotes products and their features to an organization’s target audience. Their duties include studying the company’s products, locating key features that will attract customers and creating marketing campaigns for products.

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Product Marketing Manager duties and responsibilities

Product Marketing Managers are responsible for introducing a new product or enhancing an existing product by communicating the product’s value to the consuming public. They often have the following duties and responsibilities: 

  • Determine the type of advertising and marketing content, such as TV, radio, print, digital or social media, that needs to be created and distributed.
  • Manage a calendar scheduling the creation of each piece of content and the planned release of each piece of content.
  • Work with in-house or external Writers and other content creators to create the desired content.
  • Outline a product timeline and oversee the project’s successful execution.
  • Create and manage budgets for the product.
  • Develop and maintain relationships with external vendors whose products or services will be needed for the product.
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What does a Product Marketing Manager do? 

Product Marketing Managers work on a company’s marketing team to determine the most appealing features of their products and promote them to prospective and current customers. They must be experts on the company’s products and features to properly market them and to inform customers of their value and benefits. Product Marketing Managers will conduct thorough research on competitors and will perform market research to understand what consumers look for in their ideal products.

They’ll use this research and their knowledge of products to develop engaging and educational product marketing campaigns that reach a wide target audience. Product Marketing Managers may also collaborate with the sales teams to educate them on the products’ features and to monitor the sales and revenue these products bring in.

Product Marketing Manager skills and qualifications

A Product Marketing Manager should have knowledge and experience with both product management and marketing and should have a combination of hard and soft skills to do their job effectively. Some of their key skills include:

  • Product management skills
  • Marketing expertise
  • Decision-making skills
  • Organizational skills
  • Analytical skills
  • Prioritization skills

Product Marketing Manager salary expectations   

Product Marketing Managers make an average of $122,165 per year. Salary may depend on the candidate’s education, level of experience and geographic location. 

Product Marketing Manager education and training requirements 

Most employers require Product Marketing Managers to have a bachelor’s degree, preferably in business administration or marketing. Some employers may prefer candidates to have a master’s degree with experience in marketing or a related field like advertising or sales. While not a requirement, many Product Marketing Managers obtain professional certifications to better prepare them for their responsibilities. One possible certification could be the Certified Product Marketing Manager (CPMM) designation from the Association of International Product Marketing and Management (AIPMM).

Product Marketing Manager experience requirements 

Most employers prefer Product Marketing Manager candidates with significant proven experience in marketing or a similar field before they market a specific brand or product. Many Product Marketing Managers begin their careers as Marketing Assistants and gain relevant experience to advance to more senior roles. 

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Frequently asked questions about Product Marketing Manager

 

Who reports to a Product Marketing Manager?

The person who reports to the Product Marketing Manager may depend on the size and type of company they work for. If the organization has many products to sell and advertise, a Product Marketing Coordinator may assist and work alongside them to study products, research trends and publish product campaigns. The Product Marketing Manager will assign them their daily responsibilities and will advise and guide them on ways to improve their work performance. 

Other companies may have general Marketing Coordinators or other marketing team members complete both basic marketing and product marketing responsibilities. This means they may report to or collaborate with the Product Marketing Manager to brainstorm and implement engaging product marketing campaigns. 

 

Do Product Marketing Managers have different responsibilities in different industries?

There are a wide variety of industries Product Marketing Managers may work in where they’ll typically hold similar responsibilities of marketing a company’s products. They’ll be expected to have advanced knowledge of both the specific organization’s products and the industry they operate in. Those who work in the software and technology industry should have extensive knowledge of various computer systems, their features and how they operate. 

Some may work in the healthcare industry, promoting various medical products and tools to enhance the efficiencies of medical facilities. Others will market clothing items or merchandise pieces and must know how to target their messaging directly toward consumers. 

 

What's the difference between a Product Marketing Manager and a Product Manager?

While they both must have extensive knowledge of a product’s features and how it operates, there are some key differences between the responsibilities of a Product Manager and a Product Marketing Manager. Product Managers oversee the creation and updates of a company’s products. They’ll research customer’s preferences for a product and will manage its production and release schedule.

Product Marketing Managers only handle the promotional aspect of products, rather than the creation process. When the product is finished, the Product Marketing Manager and the Product Manager will work together to manage, implement and promote its product launch. 

 

What makes a good Product Marketing Manager?

A great Product Marketing Manager should have impressive public speaking and presentation abilities to train both sales and customer support teams on the product’s features and how it operates. They should also have experience in and knowledge of basic marketing, messaging and search engine optimization tactics to ensure a product campaign reaches a wide audience. 

Research and analytical abilities are also impressive for ideal candidates to have to interpret consumer data and use it to improve promotional efforts.

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