The role of product marketing manager is key in translating the product story into value propositions and messaging that resonate with customers and the market at large. Product marketing manager responsibilities include:
- Developing product positioning and messaging strategies
- Creating marketing materials and sales collateral to support product launches
- Conducting market research and competitor analysis
- Collaborating with the product team on product roadmap and features
- Planning and execution of marketing campaigns to drive product adoption
Below is a job description template built specifically for the Product marketing manager role. Feel free to use it and adapt it to your specific needs.
About [Company]
This section convinces candidates to apply for a role at your Company instead of another. Include practical information about the Company, as well as details about its culture and values.
[Company] helps [Target] do [x].
[Company] consists of over [x] employees spanning over [x] countries. We’ve adopted a unified approach that embraces our diverse culture while ensuring that we continually learn and innovate our team and our products.
Our market-leading technology, expertise, and global team are crucial to our success and customer satisfaction. These priorities lay a solid foundation for delivering the best products on the market.
Why should you be part of [Company] success story?
We envision a world of [x].
We offer [Target] all the tools they need.
There’s never been a more exciting time to join [Company]
About the product marketing manager role
Consider whether you need a description of the role or prefer to list duties and responsibilities directly as a bullet-point list.
As our product marketing manager (PMM), you’ll be responsible for developing and executing strategies that promote our products and drive their success forward.
You understand the value of market research, competitive analysis, pricing, positioning, and product messaging — and how these elements combine for successful product launches.
The day-to-day product marketing manager role at [Company] includes the following responsibilities:
- Conducting market research and analyzing customer needs and preferences for an effective go-to-market strategy and establishing strategic buyer personas
- Developing product positioning, messaging, and product strategies that resonate with the new product and the target market
- Creating compelling marketing collateral, including product presentations, whitepapers, case studies, and sales enablement materials that showcase product features and their value proposition
- Planning and executing product launches and promotional marketing campaigns
- Collaborating with the product team throughout the product lifecycle to align the product development roadmap with marketing activities
- Monitoring and analyzing product performance, market trends, and competitor activities to identify opportunities and make data-driven recommendations for product improvements
About compensation
The more openly you talk about compensation and benefits, the more honest and attractive your job listing will be. We suggest a brief introduction about the values behind your compensation package, followed by a bullet-point list with the details of what is offered.
- Salary
- Bonuses
- Equity
- Perks
- PTO
- Personal development budget
- Healthcare and wellness budget
- Pension plan
- Insurance contribution
- Off-sites or events
Use Deel's expertise to make an informed decision.
Product Marketing Manager Qualifications
- Bachelor’s degree in marketing, business, or a related field is valued
- Minimum of 3-5 years of experience in product marketing or a related role
- Proven track record of successfully launching and promoting products in the market
- Strong knowledge of market analysis methods and data analysis techniques
- Proficiency in using marketing tools and platforms, such as CRM software, analytics tools, and project management software
- Familiarity with product management methodologies and processes, such as [Agile, Scrum] is useful for collaborating with product effectively teams
- Marketing experience using various marketing techniques and channels, such as digital marketing, content marketing, copywriting, podcasts, public relations, social media marketing, and more
- Knowledge of SAAS products to streamline market research, product analytics, product management, sales tools, and more
Product Marketing Manager Skills
List the soft skills and personal qualities you are looking for in the perfect candidate.- Strong communication skills - the role demands that you effectively convey complex concepts and ideas to both internal and external stakeholders, such as sales teams, design, and creative teams, market research teams, and customer support
- Creativity - thinking outside the box is essential for developing innovative marketing strategies and product launch campaigns
- Analytical thinking - effective marketing efforts demand an analytical mindset to make informed decisions and optimize marketing efforts
- Collaboration and teamwork - as the go-to-market (GTM) manager, you’ll work closely with cross-functional teams, including the marketing team, to align goals and drive successful product launches
- Adaptability - flexibility plays an essential role in a fast-paced, evolving marketing of product design, and you need to adapt to any changes or obstacles
- Strong management skills - you will guide teams to achieve objectives and established metrics and inspire creativity for the marketing plan through your leadership skills
How much does a Product Marketing Manager make?
Determining the exact salary of a Product Marketing Manager can vary based on factors such as experience, location, industry, and the size of the organization. Here is a general overview of median salaries for Product Marketing Managers:
- North America: In North America, particularly the United States and Canada, Product Marketing Managers typically earn a median annual salary ranging from $90,000 to $120,000 or more. Salaries can vary based on experience, industry, and the region.
- Europe: In Europe, salaries for Product Marketing Managers vary across countries. In Western European countries, median salaries can range from €70,000 to €100,000 or more annually. Eastern or Southern European countries may offer lower salaries but are influenced by economic conditions.
- Asia-Pacific: Product Marketing Manager salaries in the Asia-Pacific region can vary widely. In countries like Australia, Singapore, or Japan, median salaries might range from $80,000 to $110,000 or more. In emerging markets, salaries may be lower but are influenced by the demand for experienced product marketing professionals.
Additional salary-related considerations
While these figures provide a general indication, consider other factors when assessing Product Marketing Manager salaries:
- Industry: Salaries may vary based on the industry. Product Marketing Managers in sectors with high competition or specialized products may receive different compensation.
- Geographic location: Cost of living in different regions can significantly influence the real value of a salary.
- Experience level: More experienced Product Marketing Managers or those with a proven track record may command higher salaries.
Individuals considering a career as a Product Marketing Manager should focus on gaining practical marketing experience, developing strategic thinking skills, and staying informed about industry trends to excel in this crucial role.
How to become a Product Marketing Manager
Becoming a Product Marketing Manager typically involves a combination of education, practical experience, and the development of key skills. While there isn't a rigid, standardized path to becoming a Product Marketing Manager, several common steps can guide individuals aspiring to this role.
Common pathways to becoming a Product Marketing manager
Professional experience
To build a strong foundation, aspiring Product Marketing Managers should actively seek hands-on experience in roles related to marketing, product management, or a combination of both. Starting with entry-level positions, individuals can progressively take on responsibilities that involve understanding market dynamics, target audiences, and the overall product life cycle.
Industry and product knowledge
Developing a comprehensive understanding of the industry or domain and the specific products they aim to market is essential. Aspiring Product Marketing Managers should acquire in-depth knowledge about market trends, customer behaviors, and competitive landscapes.
Cross-functional collaboration
Successful Product Marketing Managers often collaborate closely with various departments, including product development, sales, and customer support. Individuals should actively seek opportunities to work cross-functionally, gaining insights into different aspects of the business.
Networking
Building a professional network within the marketing community and related industries is key. Actively engaging with other marketing professionals, attending industry conferences, and participating in marketing associations contribute to professional growth. Networking provides opportunities to stay updated on industry trends and collaborate with like-minded individuals.
Product Marketing Manager education and training
Education
A strong educational background in marketing, business, or a related field is typically beneficial for individuals aspiring to become product marketing managers. Many product marketing managers hold a bachelor's or master's degree in areas such as:
- Marketing
- Business administration
- Communications
- Journalism
- MBA with a marketing focus
Certifications
While not always mandatory, obtaining relevant certifications can enhance a product marketing manager's credibility and demonstrate expertise. Certifications include:
- Product Marketing Core (PMC) from Pragmatic Institute
- Google Analytics Individual Qualification (GAIQ)
- HubSpot Content Marketing Certification
- Facebook Blueprint Certification
Role-relevant skills
Beyond formal education and practical experience, there are several other fields aspiring Project Managers should gain a solid understanding of to excel in the role. These include:
- Marketing strategy and planning
- Market research and analysis
- Brand management
- Content marketing
- Digital marketing
- Product launch planning
- Public Relations and Communication:
- Customer Relationship Management (CRM):
Alternative career paths
In some cases, individuals transition into the role of Product Marketing Manager from different professional backgrounds. Understanding which roles align well with a transition to product marketing can help plan a successful career switch.
Roles that fit well with a transition to Product Marketing Manager generally fall into these fields:
Product Management
Professionals with experience in product management may transition into product marketing, leveraging their understanding of product features and customer needs.
Content Marketing
Individuals with a background in content marketing or copywriting may transition into product marketing, using their skills to craft compelling product narratives.
By following these pathways, gaining relevant education and experience, developing key skills, and staying engaged with the marketing community, individuals can work towards achieving a successful career as a Product Marketing Manager.
What does a product marketing manager do?
A product marketing manager is in charge of promoting and positioning a product within the market. They collaborate with cross-functional teams to build marketing strategies, messaging, and campaigns that effectively communicate the product’s value proposition to the target audience. Product marketing managers conduct market research, competitor analysis, and customer feedback analysis to ensure the product’s success in the market.
Do you need an MBA to be a product marketing manager?
No, while an MBA can be beneficial for career advancement, it is not a strict requirement for becoming a product marketing manager. Relevant work experience, strong communication skills, creativity, and a deep understanding of the product and market are key factors. Many successful product marketing managers have diverse educational backgrounds, ranging from business and marketing degrees to technical and creative disciplines.
What is the difference between a product manager and a product marketing manager?
Product managers focus on developing and managing the product’s overall strategy, features, and roadmap. They work closely with development teams to ensure the product meets customer needs. Product marketing managers, on the other hand, concentrate on creating and executing marketing plans to promote the product. They define target audiences, create messaging, and work on positioning the product to drive its adoption and success in the market.
Is product marketing a creative job?
Yes, product marketing is often a creative job. Product marketing managers are responsible for crafting compelling messaging and developing creative marketing campaigns that resonate with the target audience. They work on positioning the product in unique and engaging ways, creating content, visuals, and other materials that effectively communicate the product’s value and benefits. Strong creative skills are essential for success in this role.
