A product marketing manager must become highly familiar with the products the company sells to construct a strategy on how best to sell the product and generate the highest revenues. The product marketing manager oversees how the product is advertised, discussed in press releases, and seen by the public. Product marketing managers can work on local, regional, national, or international levels.
A product marketing manager must have a high amount of creativity and vision, because usually they are not following a set "plan" and are creating a strategy based on their knowledge of the product, company, and target market. Previous experience in product marketing is critical, so that the individual is already familiar with common marketing practices and techniques. A company also may look for a product marketing manager with expertise in their particular field (such as a children's toy company seeking an expert on children's toys). They may also require a bachelor's degree in marketing or a related field.
Product Marketing Manager Tasks
- Collaborate with design and content staff to ensure project is meeting consumer objectives and expectations.
- Manage various aspects of marketing the product including development, launch, advertising, and pricing.
- Develop market strategies with the goal of maximizing profits while ensuring customers are satisfied with product.
- Conduct research on consumer opinions and marketing approaches to aid in performance measurement.