Product Marketing Manager Job Description, Key Duties and Responsibilities

Product Marketing Manager job description, duties, tasks, and responsibilities
Product Marketing Managers coordinate marketing efforts for both old and new products. Image source:

This post provides detailed information on the job description of a product marketing manager, to help you learn the key duties, tasks, and responsibilities that they perform.

What Does a Product Marketing Manager Do?

The product marketing manager’s job description entails orchestrating the marketing of existing and new products for his/her company.

Financial firms, information technology and manufacturing companies typically employ a product marketing manager with the responsibility to coordinate employees who are mainly engaged in either outside sales or advertising.

In most firms, the marketing team work hand-in-hand with the product development team in order for sales strategies to be developed for marketing new products before those products are released to the market.

Most companies require their marketing managers to have a college degree in advertising, marketing, business or any other field related.

While in college, many undergraduate students work for marketing firms as interns and these internships sometime lead to permanent job offers.

Members of the marketing team must arrange outside visits to prospective clients or corporate with advertising firms.

Members of the marketing team who are successful often get promoted to a manager position. Some small firms have small marketing budgets, when this happens, product marketing managers may have to work alone.

The manager’s duties also include determining ways to market the new product to the company’s prospective clients; he/she must also develop strategies and ideas for marketing the product to the company’s existing customers.

Ideally, the marketing budget must cover all expenses incurred by the employees during seminars and outside sales call as well as advertising costs.

Some managers have an annual budget that will cover costs of marketing all the company’s new products, whilst others are given a per-item budget.

In many cases, managers would receive bonuses depending on sales, staying within the marketing budget however is usually one of the several factors that can influence the size of the bonuses the product marketing manager as well as the rest of the sales team would receive.

Product marketing managers assign various tasks to marketing employees and send them to different sales territories as sales representatives.

Regular meetings are held between the staff and the manager to discuss marketing strategies and sales results.

The product marketing manager of a large firm will always report to a regional marketing executive or director who oversees a wide geographic area.

Successful product marketing managers often get promoted to executive positions within the same firm.

Product Marketing Manager Job Description Example/Sample/Template

Here is a job description example for the post of product marketing manager, showing major duties, tasks, and responsibilities usually carried out by someone in that position:

  • Identify market opportunities
  • Identify customer problems
  • Define product capabilities and features
  • Forecast Return on Investment (ROI)
  • Recommend distribution strategies
  • Recommend pricing strategies
  • Define product positioning
  • Create market or sales share projections
  • Manage life cycle of the product
  • Manage the product road map
  • Formulate overall marketing strategy
  • Segment and analyze the business and help in formulating a future product development plan
  • Create and execute business plan annually in order to achieve annual sales goals
  • Maintain marketing, develop new product launch campaigns, produce training and sales materials like brochures, competitive database, price listing, sales letters, sales presentation, etc.

Product Marketing Manager Job Description for Resume

Creating a resume for the post of product marketing manager requires necessary information about the functions of the position.

The sample job description shown above provides relevant information for making the work history section of the resume.

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

Here are important qualities product marketing managers are usually required to possess to be considered for employment by employer, and to be effective on the job:

  • 3+ years of sales, marketing or design related experience
  • Ability to interpret and manage financial numbers
  • Must be able to make decisions relating to profitability
  • Strong design sensitivity
  • Problem solver, creative thinker, team oriented
  • Excellent computer skills, especially with Microsoft Office applications
  • Must be willing to travel 40% on a domestic level