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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