A product marketing manager oversees the marketing of new and existing products, working closely with the product development team to develop sales strategies. They must have extensive knowledge of the product and work within a budget to market it. Marketing managers typically have a college degree and liaise with advertising companies. Successful managers often move into executive positions.
A product marketing manager orchestrates the marketing of new and existing products. Manufacturing companies, information technology companies, and finance companies typically employ a product marketing manager to oversee employees who are primarily involved in advertising or outside sales. In most companies, the marketing team works closely with the product development team so that sales strategies can be developed for marketing new products before those products are officially launched.
Most companies require marketing managers to have a college degree in marketing, advertising, business or a related field. While in college, many grad students work for marketing companies during their summer internships, and these internships often lead to permanent job offers. Marketing team members must liaise with advertising companies or arrange offsite visits for potential clients. Successful marketing team members often move into a manager position. Some small businesses have minimal marketing budgets; in that case, a product marketing manager can work alone.
When a new product is about to be launched, the product marketing manager must meet with the product development team to determine which segment of the public or business world the new product is aimed at. The marketing manager must have an extensive knowledge of the product’s features and benefits, because customers and marketing team members will primarily rely on the manager for information regarding the product prior to its release. In addition to determining ways to market the new product to potential customers, the manager must also develop ideas for marketing the product to the company’s existing customer base.
The manager of a product marketing team must work within an assigned budget to market products. Typically, the marketing budget should cover advertising costs and expenses incurred by employees during outside sales calls and seminars. Some managers have an annual budget that must cover costs related to marketing all of the company’s new products, while others are given an itemized budget. In many cases, managers receive bonuses based on sales, but staying within the marketing budget is often one of many factors that can influence the size of bonuses received by the product marketing manager and the rest of the sales team.
Marketing managers assign different tasks to advertising employees and different sales territories to outside sales representatives. Regular meetings are held between the manager and the team to discuss sales results and marketing strategies. The marketing manager of a large company must report to a regional marketing director or executive who oversees a wide geographic area. Successful managers often move on to executive positions within the same company.
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