Product Line Manager Job Description, Key Duties and Responsibilities

This post provides in-depth information on the product line manager job description and career, including the key duties, tasks, and responsibilities they typically do.

It also shows how to become a product line manager, the requirements you need to meet to be hired, and the various job positions you can get with a product line manager career.

Please, read on:

What Does a Product Line Manager Do?

The product line manager’s responsibilities covers vital roles in the overall sales and success of a company’s products.

According to the Paris School of Business, the product line manager is responsible for setting the most effective mix of their product line, pricing, places and distribution systems, and the promotional stategy to achieve the sales objective.

Individuals occupying this position need to have analytical mind and business sense.

The product line manager job description entails monitoring the creation and development of a new product, performing ongoing market research, tracking customer satisfaction, participating in company meetings, and measuring product success.

To keep their products competitive in the industry, the product line manager must be aware of customer needs, competitors’ product offerings and customer’s buying preferences.

Therefore, one of the tasks they must always perform is looking at consumer statistics within their industry and creating customer surveys.

The product line manager needs to monitor the creation cum development of a product so as to ensure that it meets consumer demands.

Most times, he/she will be involved in the product creation process from the initial stage all the way to completion stage.

He/she may sometimes supervise the workers that handle the manufacturing process, and if any problem occurs with the manufacturing process, he/she will be responsible for correcting it and keeping everything going.

Consequently, this is a career that requires a person with sound leadership ability and skills.

Another aspect of this position’s job description is attending company meetings in a timely manner.

The product line manager must stay on the same page with other departments since communication is such an integral part of quality products creation.

Among the issues that may be discussed at the meetings that require the presence of the product line manager include advertising ideas, effective distribution techniques and product pricing.

Part of the job also includes tracking customer satisfaction. After a product is introduced into the market, he/she may monitor online customer comments regarding the product or implement questionnaires.

If the feedback from the customer is favorable, the company will probably continue with normal marketing and production.

Alternatively, if customer feedback is not favorable, a product line manager is likely to make changes in the areas of customer dissatisfaction.

To advance your career as a product line manager and enhance your success on the job, you can consider becoming a member of the Product Development and Management Association (PDMA).

The Association provides valuable tools, resources, and opportumnity for networking with professional colleagues.

Product Line Manager Job Description Sample/Example/Template

As a product line manager, below is a sample job description, consisting of tasks, duties, and responsibilities you may be required to perform as part of your job:

• Understand, articulate, and capture customer cum market problems and then translate them into market requirements for product management
• Understand the aspects of a customer’s business which applies to your company’s product
• Create and utilize requirements documents and business plans, and launch plans for your products
• Identify and execute when necessary business development relationships needed to make your product a whole product
• Generate business cases for product extensions and product enhancements
• Review revenue on a monthly basis
• Suggest approaches to marketing and sales in order to drive growth
• Drive business by developing consumer-right products that corresponds with company financial targets
• Responsible for generating market trends, consumer insights, growth opportunities, and idea generation cum product development
• Responsible for developing consumer and channel communication strategies for new product launch
• Responsible for producing business statistics among which are price points, product mix sales history, and competition for product introduction

Product Line Manager Resume Preparation

The job description example given above can be used in creating the work history section of the resume for the post of product line manager.

Product Line Manager Requirements: Knowledge, Skills, and Abilities for Career Success

The following are important skills, knowledge, and abilities required to perform excellently on the job:

• Ability to work independently
• Ability to be innovative in meeting overall goals of the product line
• Strong teamwork skills
• Proven leadership skills
• Excellent presentation, communication and customer skills
• Understanding of specific markets
• Demonstrated experience in planning, budgeting, and developing business strategy.

Product Line Manager Employment

According to data on Zippia, the number of product line managers in employment in the United States is currently 34,940, with 78.8% men and 21.2% women.

White makes up 71.7% of all product line managers, making them the most prevalent ethnic group.

Comparatively, there are 9.6% of Asian ethnicity and 11.7% of Hispanic or Latino ethnicity.

Product Line Manager Employment by Industry

Also, the Zippia report shows the industries with the highest number of product line managers in the U.S. to include:

Product Line Manager: Industries with Highest Employments

Product Line Manager Employment by State

The States with the highest number of product line managers in the United States include California and Texas, with 10,207 and 4,600 employments respectively.     

Product Line Manager Salary

The average salary for product line managers in the United States is $97,237 a year, according to Zippia.

However, Glassdoor gives the average yearly salary of product line managers as $218K, Salary.com gives $124,801 per year, and Ziprecruiter gives $113,000 yearly.

Product Line Manager Salary by State

The States with the highest salaries to product line managers in the U.S. according to Zippia include California and Washington, with average yearly salaries of $139,384 and $128,938 respectively.

Product Line Manager Career Opportunities

Here are various career opportunities a product line manager can fit into:

1. Product Manager

A product manager takes responsibility for the design, development, and marketing of a specific product or service.

The role is typically held by a specialist in marketing or another business-related discipline, such as engineering.

The product manager is responsible for all aspects of the overall product life cycle, from concept to end-of-life.

They define and manage the lifecycle, providing leadership and guidance to all departments involved in the new product creation phase.

2. Marketing Manager

Marketing managers research and develop strategies to bring together customer needs, wants, and expectations with a company’s products or services.

They define the features that will meet the customer’s needs.

This includes creating product lines, pricing strategy and distribution.

A marketing manager also has to create a plan to properly sell their products by taking into consideration market changes, costs, competition, new regulations, and clients’ feedback.

3. Product Marketing Director

A product marketing director works to promote a particular product or brand.

They are responsible for defining the scope of the marketing plan, including successful tactics and marketing mix elements.

They also work to create a strategic direction for the product and establish metrics for measuring performance of the marketing plan.

Product directors also need to research trends in the market and understand how these trends will affect their products.

4. Brand Manager

A brand manager supervises, develops, and implements a brand’s advertising and promotional strategy.

They create and implement brand messages, developing integrated marketing campaigns to further expand the brand equity.

A brand manager also works to ensure that marketing activities are consistent with the image of the brand.

5. Product Management Director

A product management director is responsible for leading a group of people in product development, overseeing all aspects of the company’s product line and providing direction for future products development.

They also develop and manage a portfolio strategy as well as define strategies for how to position their company’s products in its market.

They also oversee the product manager and assist in developing a marketing plan for its products.

6. VP Product

The VP of Product is a high-level position within the corporate structure.

It is responsible for the development of strategy and products that are aligned with the organization’s vision.

They also create and manage a portfolio strategy as well as define strategies for how to position their company’s products in its market.

They also oversee the product manager and assist in developing a marketing plan for its products.

7. Head of Marketing

A head of marketing develops a strategic plan for the marketing department, sets the tone for all departmental activities, and builds upon corporate branding efforts.

They work with senior management to review plans and are responsible for reviewing creative advertising ideas from both external agencies and internally produced material.

They also work with senior management to evaluate new opportunities around markets or competitors.

8. Chief Marketing Officer

A chief marketing officer is responsible for managing the entire products and marketing portfolio.

They are responsible for setting product strategy and formulating an overall marketing plan.

They also define the individual product strategies and support the VP of product in assessing risks and setting budgets for each product.

The CMO also works with senior management to evaluate new opportunities around markets or competitors, as well as to develop a new brand identity.

9. Senior Marketing Director

A senior marketing director is responsible for managing the entire products and marketing portfolio.

They are responsible for setting product strategy and formulating an overall marketing plan.

They also define the individual product strategies and support the VP of product in assessing risks and setting budgets for each product.

The CMO also works with senior management to evaluate new opportunities around markets or competitors, as well as to develop a new brand identity.

10. Business Development Manager

A business development manager is responsible for managing the entire businesses sales efforts and providing support to a product manager.

They work with business partners to develop and deliver marketing strategies that meet customer needs and grow the company’s product or service offerings.

Challenges faced by Product Line Managers on the Job

Some of the challenges faced by product line managers on the job include:

1. Deadlines

Deadlines are a part of every manager’s life. A product line manager has to meet deadlines.

Sometimes, these deadlines feel arbitrary.

In these situations, it’s important for a product line manager to take an interest in the reason for the deadline and incorporate that knowledge into the timeline.

2. Managing Multiple Projects

A product line manager also needs to manage a number of projects at the same time.

This includes managing the internal working of each project.

It also includes coordinating different projects, learning new things, and working with different people, which makes this job not a one-man job.

3. Communication between Departments

A product line manager has to understand the communication gap between departments to make sure that they are on the same page at all times.

They have to understand the product and develop the business value of it.

How to Become a Product Line Manager

If you are interested in becoming a product line manager, here are steps you can take:

1. Get an Education

A Bachelor’s degree in Business or a closely related discipline is typically required to start your product line manager career in order to stay a competitive option for employers.

Before entering the profession, you might need to complete a product line manager internship to get your Bachelor’s degree and gain the necessary on-the-job skills.

2. Pick a Field Specialization

You could be asked to select a specialism within your industry as a product line manager.

Decide the area of the profession you are most comfortable in, and then keep taking proactive actions to advance in that area.

3. Obtain a Position as a Product Line Manager at the Entry Level

You’ll normally start your career as an entry-level product line manager once you’ve earned a Bachelor’s degree in Business or in a closely related discipline.

Generally speaking, a four-year Bachelor’s degree in a related field is required to work as a product line manager.

You might want to look into certification in certified scrum product owner certification or certified scrummaster certification, depending on the kind of product line manager career you’re pursuing.

4. Advance your Career as a Product Line Manager

There are various stages in the product line manager career path after entry-level.

To advance to the senior product line manager position from the entry-level role can take two years.

To advance in the product line manager career path, you need roughly 5 years of experience at each level for each advanced job.

To develop your, you might need to complete further coursework, an advanced degree, like a Master’s degree in a related profession, or specialized certifications.

5. Continued Education for Product Line Manager Career

Not all businesses and industries mandate continuing education for product line manager career advancement.

However, increasing your education by obtaining a higher degree can boost your chances of getting higher paying positions more rapidly.

It can take four years to finish a graduate business degree.

Graduate degree holders typically earn $196,876 year compared to non-graduate degree holders who only make $66,450.

Major Benefits of a Product Line Manager Career

Some of the benefits of becoming a product line manager are given below:

1. Developing Long-term Relationships with Customers

The product line manager role requires working with customers directly.

The job also requires getting to know their individual or company needs, which aids in developing long-term relationships with them.

2. New Business Opportunities

While a product line manager develops long-term relationships with existing customers, they also get to know their competitors and the strengths and weaknesses of each of them.

This information can be used to develop new business opportunities for the company.

3. Stable Job and Career

Once a product line manager gains experience in their field, they have a higher degree of job security than many other occupations.

This can boost their confidence, knowing they are able to support themselves and their family financially.

4. Great Salary Range

The product line manager role is highly competitive, with the position generally carrying a salary that is well above the national mean of $45,041 annually as of May 2015.

5. Great Work Environment

Product line managers work in a variety of environments as they travel to meet customers, and they frequently work with different colleagues from other departments.

This can help product line managers to establish a good relationship with them.

Working in this type of environment on a daily basis can keep the job stress at a minimum.

6. Earning Promotions

Promotions in product line manager positions can come from furthering your expertise within the field of product line management, as well as from moving up in your organization’s hierarchy.

The majority of product line manager positions require some degree of management experience, which may also be required for promotion.

7. Learning Opportunities

Product line managers can attend meetings and conferences throughout the year to expand their knowledge and learn more about new trends within their industry that could impact the company’s products or services.

Product line managers can also read industry news and blog posts from executives, managers, and experts within the field to learn how companies are doing and what trends are emerging.

Conclusion

The product line manager is responsible for managing the product line of a company or organization.

He or she may oversee a group of products that fall within one industry or market.

The job may include identifying and understanding the needs of customers as well as making improvements to facilitate these needs.

This post is helpful to individuals interested in becoming a product line manager.

They can learn all they need to know about the role and be able to decide if the product line manager career is what they want.

It is also useful to recruiters/employers in creating a detailed description of the product line manager role in their companies.

They can apply the sample product line manager job description above in making one for their companies.