Product Marketing Manager
What's it like to be a Product Marketing Manager?
A Product Marketing Manager analyzes a product’s unique selling points to create and direct a marketing strategy for selling them. They are in charge of creating the narrative of a product that communicates the brand and aligns with consumer identity and needs. Product Marketing Managers work closely with the marketing, sales, public relations, and product development teams to ensure the success of marketing campaigns. They are expected to reach a large audience with their marketing efforts and possess mastery of a company’s products along with years of experience in marketing. Strategic, communication and research skills are essential for the role. Product Marketing Managers work in the retail, food, healthcare, publishing and technology industries.
Tasks and duties
- Mastering characteristics and key features of a company’s products.
- Creating digital and physical marketing campaigns to sell products.
- Managing content strategy and creation for social media marketing.
- Presenting briefs to the content creation team.
- Managing the end-to-end lifecycle of product marketing campaigns.
- Training sales teams on how to present products.
- Benchmarking products with competitors to adjust campaigns.
How to become a Product Marketing Manager
A bachelor degree and years of experience in marketing are required for the role. Employers may prefer Product Marketing Managers with relevant certification, leadership experience, and demonstrated proficiency in research.
Graduate with a bachelor degree in marketing, communications, business administration, or another related field.
Complete an internship in the marketing department of a recognized company.
Seek an entry-level job in marketing, such as Marketing Assistant or Communications Specialist.
Obtain certification such as Certified Marketing Professional.
Attend conventions, seminars and other industry events to expand your network and stay updated on the latest market trends.
Consider completing a master's degree in communication research or business administration.
Pursue promotion to higher positions such as Director or Vice President of Product Marketing.
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Skills and experience employers are looking for
