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.
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
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.
- Personal development budget
- Healthcare and wellness budget
- Pension plan
- Insurance contribution
- Off-sites or events
Product Marketing Manager job description template — 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 job description template — SkillsList 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
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.