Product Marketing Manager Job Description: Top Duties and Qualifications

A Product Marketing Manager, or Solutions Marketing Manager analyses the customer needs and experiences to voice the customer’s concerns effectively. Their duties include developing sales tools, communicating the vision and value of products to the sales team and creating unique selling points for new products.

 

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What does a Product Marketing Manager do?

Product Marketing Managers find and develop effective marketing strategies to communicate the features and benefits of products to their customers. They perform market research on trending products, establish timescales for releasing new products and take part in presentation events.

Product Marketing Managers also act as the voice of customers in an organisation. They analyse the specific customer concerns, needs and experiences. Product Marketing Managers often work in private sector companies that promote and sell products or digital services.

 

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Product Marketing Manager duties and responsibilities

The primary responsibility of Product Marketing Managers is to create demand for products and services through effective marketing strategies. They ensure that products have shorter sales cycles and higher revenue returns. Other duties and responsibilities of Product Marketing Managers include:

  • Crafting product marketing messages and unique selling points that set the product apart from the rest in the market
  • Communicating the vision of a company and the value of new products to the sales team and helping them develop tools that facilitate the sales process
  • Planning and participating in the launch of new products and services in a company
  • Briefing the press, PR teams on new products and services to be launched in the market
  • Presenting products to both internal teams and clients, discussing sales strategy and using market research to establish product pricing
  • Performing surveys, interviews and focus groups for obtaining insights about the customer’s product usage and buyer personas to tap new opportunities
  • Agreeing on timelines and deadlines of new product development with the product management teams to 
  • Recruiting and managing a team of product marketing executives and creating marketing content such as case studies, website copy and blog posts

 

Product Marketing Manager skills and qualifications

Successful Product Marketing Managers focus on using their excellent empathetic skills to understand the mindset of customers. They use this knowledge to improve existing products or devise new strategies for increasing interest and awareness of their products or services. A successful Product Marketing  Manager candidate will have various prerequisite skills and qualifications, these include:

  • Excellent collaborative skills and ability to work with multiple teams and departments across the business
  • Good verbal and written communication skills to create engaging copy and capture unique stories that help sell more products
  • Excellent market research skills and the ability to gain insight into the customers’ needs and experiences
  • Outstanding social media marketing skills for connecting with audiences and growing relationships with them
  • Excellent copywriting and design skills to produce compelling sales material for both online and print media
  • Accurate analytical skills for evaluating and discovering effective marketing strategies
  • A keen eye for detail
  • Ability to work with multi-national companies

 

Product Marketing Manager experience requirements

Employers require Product Marketing Managers to have at least three years of experience in budget management, project management, marketing management or other related fields. Ideal candidates possess proven expertise in strategy development, forecasting and ROI calculations. Those who’ve worked in marketing, sales or public relation also have a good chance of managing the position.

 

Product Marketing Manager education and training requirements

Most employers require Product Marketing Managers to have a bachelor’s degree in Business Management with a major in marketing. They expect candidates to have a basic understanding of marketing principles and project management theories. Employers also consider diplomas in digital strategy or planning and experience as Assistant Marketing Managers. Such candidates can improve their skills by acquiring marketing or product management degrees from online institutes.

 

Product Marketing Manager salary expectations

According to Indeed Salaries, the average salary for a Product Marketing Manager in the UK is £51,325 per year, depending on factors like experience, education, location and company.

 

Job description samples for similar positions

If the Product Marketing Manager is not what you’re looking to for, here are other job description templates that may fit your needs:

 

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Product Marketing Manager job description FAQs

 

What's the difference between a Product Marketing Manager and a Product Manager?

Product Managers are responsible for the creation and improvement of a product by guiding the development teams. They identify the customer needs, focus on the business objectives and rally a team to fulfil these objectives. A Product Marketing Manager, on the other hand, is responsible for leading the go-to-market strategy for the product.

 

How can you make your Product Marketing Manager job description stand out?

To make your Product Marketing Manager job description stand out, ensure that it’s clear and concise. State your expectations from the candidate and any qualification requirements precisely. Utilise copywriting and marketing terms across your job summary. Mention the exact salary and any benefits or bonuses to attract quality candidates.

 

Who does a Product Marketing Manager report to?

Product Marketing Managers often play an intermediary role in their organisations. Therefore, they report to the Directors of Product Marketing, Marketing Directors or the Head of Product Marketing.

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