Market manager: What is A Market Manager?

What is A Market Manager?

A marketing manager supervises all marketing operations of the company. It is your job to carry out market research and determine the latest consumer trends. You must also identify new business opportunities, bring in prospective leads and help your organization create a niche for its products. It is almost important that you can decipher the competitor’s edge and optimize current branding strategies and marketing solutions. Branding is a key responsibility of your job as well as you must ensure that your company is portrayed in the best possible light at all times. Your job is to ensure that your brand and products are properly positioned, promoted, advertised, and sold across different marketing channels.

Important skills required for this role are creativity, attention to detail, organizational skills, and communication skills. Other skills are business development, customer service, sales goals, market research, and other skills. The most commonly required educational qualification is a bachelor’s degree. market managers make an average of $47.29 an hour and $98,373 annually

What Does a Market Manager Do

There are certain skills that many market managers have in order to accomplish their responsibilities. By taking a look through resumes, we were able to narrow down the most common skills for a person in this position. We discovered that a lot of resumes listed creativity, interpersonal skills and organizational skills.

Learn more about what a Market Manager does

How To Become a Market Manager

If you’re interested in becoming a market manager, one of the first things to consider is how much education you need. We’ve determined that 71.7% of market managers have a bachelor’s degree. In terms of higher education levels, we found that 10.9% of market managers have master’s degrees. Even though most market managers have a college degree, it’s possible to become one with only a high school degree or GED.

Learn More About How To Become a Market Manager

Top Market Manager Jobs Near You

Market Manager Career Paths

In addition to switching up your job search, it might prove helpful to look at a career path for your specific job. Now, what’s a career path you ask? Well, it’s practically a map that shows how you might advance from one job title to another. Our career paths are especially detailed with salary changes. So, for example, if you started out with the role of regional sales manager you might progress to a role such as director of sales eventually. Later on in your career, you could end up with the title senior sales director.

Market Manager

Regional Sales ManagerDirector Of Sales

Senior Sales Director

11 Years

Regional Sales ManagerSales Vice President

Executive Vice President Of Sales

13 Years

Regional Sales ManagerMarketing Director

Regional Marketing Director

7 Years

Regional ManagerMarketing Director

Executive Director, Marketing

9 Years

Regional ManagerDirector Of Sales

Vice President Of Sales & Operations

11 Years

Business Development ManagerDirector Of Sales

Director Of Global Sales

13 Years

Show More

Top Careers Before Market Manager

Store Manager(446,127 Jobs)

13. 7 %

General Manager(442,690 Jobs)

Sales Representative(205,456 Jobs)

Top Careers After Market Manager

Store Manager(446,127 Jobs)

10.4 %

General Manager(442,690 Jobs)

Manager(1,236,194 Jobs)

Recent Job Searches

• Regional Sales Consultant Jobs

  LocationSouth Daytona

• Sales Consultant Jobs

  ResumeLocationLower Paxton

• Senior Account Executive Jobs

  ResumeLocationWenatchee

• Senior Director Jobs

  ResumeLocationRichland

• Senior Sales Representative Jobs

  ResumeLocationMarkham

• Technical Product Manager Jobs

  LocationOtsego

Market Managers in America make an average salary of $88,058 per year or $42 per hour. The top 10 percent makes over $143,000 per year, while the bottom 10 percent under $54,000 per year.

Average Market Manager Salary

$88,058 Yearly

$42.34 hourly

$54,000

10 %

$88,000

Median

$143,000

90 %

See More Salary Information

What Am I Worth?

How To Become a Market Manager Career Overview

States With The Most Market Manager Jobs

Mouse over a state to see the number of active market manager jobs in each state. The darker areas on the map show where market managers earn the highest salaries across all 50 states.

Average Salary: Job Openings:

Number Of Market Manager Jobs By State

Market Manager Education

Market Manager Majors

Business

35. 6 %

Marketing

13.3 %

Communication

Market Manager Degrees

Bachelors

71.7 %

Masters

10.9 %

Associate

10.8 %

Top Colleges for Market Managers

1. University of Georgia

Athens, GA • Private

In-State Tuition

$11,830

Enrollment

29,474

2. University of Wisconsin – Madison

Madison, WI • Private

In-State Tuition

$10,555

Enrollment

30,360

3. University of Minnesota – Twin Cities

Minneapolis, MN • Private

In-State Tuition

$14,760

Enrollment

31,451

4. Purdue University

West Lafayette, IN • Private

In-State Tuition

$9,992

Enrollment

33,495

5. Howard University

Washington, DC • Private

In-State Tuition

$26,756

Enrollment

6,166

6. Ohio State University

Columbus, OH • Private

In-State Tuition

$10,726

Enrollment

45,769

7.

University of Texas at Austin

Austin, TX • Private

In-State Tuition

$10,610

Enrollment

40,329

8. University of Southern California

Los Angeles, CA • Private

In-State Tuition

$56,225

Enrollment

19,548

9. University of Pennsylvania

Philadelphia, PA • Private

In-State Tuition

$55,584

Enrollment

10,764

10. SUNY at Binghamton

Vestal, NY • Private

In-State Tuition

$9,808

Enrollment

13,990

The skills section on your resume can be almost as important as the experience section, so you want it to be an accurate portrayal of what you can do. Luckily, we’ve found all of the skills you’ll need so even if you don’t have these skills yet, you know what you need to work on. Out of all the resumes we looked through, 15.8% of market managers listed customer service on their resume, but soft skills such as creativity and interpersonal skills are important as well.

• Customer Service, 15.8%
• Business Development, 7.6%
• Strong Analytical, 4.9%
• Human Resources, 4.1%
• Strong Time Management, 3.7%
• Other Skills, 63.9%

Choose From 10+ Customizable Market Manager Resume templates

Zippia allows you to choose from different easy-to-use Market Manager templates, and provides you with expert advice. Using the templates, you can rest assured that the structure and format of your Market Manager resume is top notch. Choose a template with the colors, fonts & text sizes that are appropriate for your industry.

Market Manager Demographics

Market Manager Gender Distribution

Female

After extensive research and analysis, Zippia’s data science team found that:

• Among market managers, 33.9% of them are women, while 66.1% are men.

• The most common race/ethnicity among market managers is White, which makes up 71.3% of all market managers.

• The most common foreign language among market managers is Spanish at 52. 8%.

Work Experience Programs For Market Managers

Virtual work experience programs replicate work at top companies and help you gain the skills to be successful when applying and working there. In only a few hours, learn the relevant tools necessary to complete a typical work day at that company. Virtual work experience programs are 100% free, open-access, and self-paced. No experience or application is required!

Introduction to Business Teams Program

Company: Linklaters UK

Cost: Free

Duration: 6-10 hours

See Program Details

Accounting and Business Performance Program

Company: Chartered Accountants ANZ

Cost: Free

Duration: 3-4.5 hours

See Program Details

Project Management Program

Company: Accenture North America

Cost: Free

Duration: 5-6 hours

See Program Details

Client Service Program

Company: Bloomberg

Cost: Free

Duration: 5-6 hours

See Program Details

On-Premise Sales Program

Company: Red Bull

Cost: Free

Duration: 2-3 hours

See Program Details

Omnichannel Marketing Program

Company: lululemon

Cost: Free

Duration: 2-2. 5 hours

See Program Details

Accounting Program

Company: Chartered Accountants ANZ

Cost: Free

Duration: 3 hours

See Program Details

Marketing Analysis Program

Company: Wayfair

Cost: Free

Duration: 3 hours

See Program Details

Commercial Banking Innovation Development Program Program

Company: JPMorgan Chase

Cost: Free

Duration: 8-12 hours

See Program Details

Global Finance and Business Management Program

Company: JPMorgan Chase & Co.

Cost: Free

Duration: 4-5 hours

See Program Details

Online Courses For Market Manager That You May Like

Advertising Disclosure  The courses listed below are affiliate links. This means if you click on the link and purchase the course, we may receive a commission.

Sales Operations/Management

Sales jobs span nearly every industry, from agribusiness and pharmaceuticals, to telecommunications and property management. And essential to sales is the management of the sales force. This course provides the knowledge and know how required for careers in sales management. Students are exposed to all facets of sales management, including organizing, selecting, training, motivating, supervising and compensating the sales force, territory management and administration and sales and expense…

View Details on Coursera

Salesforce Sales Operations

The Salesforce economy will create more than $1 trillion in new revenue and 4.2 million jobs between 2019 and 2024. Developed in partnership with Trailhead — Salesforce’s official learning platform — this certificate aims to teach you the foundational skills in Salesforce that will prepare you for a variety of entry-level sales roles, including the sales operations specialist position. This certificate is designed for beginners. No previous experience in Salesforce, sales, or CRM is necessary…

View Details on Coursera

Sales and Marketing For Online Businesses

(1,542)

A Beginners Guide To Sales & Marketing For Your Online Business And Ventures. ..

View Details on Udemy

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How Do Market Manager Rate Their Jobs?

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Top Market Manager Employers

We’ve made finding a great employer to work for easy by doing the hard work for you. We looked into employers that employ market managers and discovered their number of market manager opportunities and average salary. Through our research, we concluded that Sherwin-Williams was the best, especially with an average salary of $90,362. Walmart follows up with an average salary of $84,076, and then comes T-Mobile US with an average of $51,557. In addition, we know most people would rather work from home. So instead of having to change careers, we identified the best employers for remote work as a market manager. The employers include Astellas Pharma, Biogen, and UBS

Market Manager Videos

Career Advice on becoming a Marketing Manager by Sarah S (Full Version)

Becoming a Market Manager FAQs

How Long Does It Take To Become A Marketing Manager?

It takes 6-8 years to become a marketing manager of a decent-sized company, combining education and work experience. The title marketing manager typically refers to higher-level management and will take several years of work experience to be considered an ideal candidate.

How Much Do Market Managers Make?

Market managers make $98,000 annually, on average ($47.29 hourly). However, there is a considerable range in how much a market manager can make, starting from as little as $67,000 a year to as much as $142,000 a year. Factors such as the location, the industry, and the company impact just how much a market manager can make.

Where Do Market Managers Work?

Market managers work in an office environment. Most marketing managers typically have their own offices, but they may attend meetings in conference rooms or communal workspaces.

Some marketing managers work from a variety of locations, specifically if they are directly involved with the production of the company. A marketing manager in the retail industry, for example, may have to travel to brick and mortar locations to make sure the store employees are trained on a new promotion.

Have more questions? See all answers to common executive management questions.

Search For Market Manager Jobs

• Zippia Careers
• Executive Management Industry
• Market Manager

Updated September 9, 2022

What Does A Market Manager Do: Job Description, Duties and Responsibilities

A marketing manager is an executive who manages a brand or product’s promotion positioning. Marketing managers analyze the trends in the industry and the demand for certain products and services. Typically, they attract more customers to purchase products and/or services and raise brand awareness through marketing campaigns. They research, identify, examine, and evaluate product demand. Also, they review advertising materials like print ads to boost the marketing strategy of the company and strengthen its campaign.

Take a few minutes to create or upgrade your resume. Browse through our resume examples to identify the best way to word your resume. Then choose from 10+ resume templates to create your Market Manager resume.

Market Manager Responsibilities

Here are examples of responsibilities from real market manager resumes representing typical tasks they are likely to perform in their roles.

• Manage 1K+ mix sector book of securities.
• Manage in-house system implementation of OTC derivatives and swap trades.
• Lead RFP responses and identify and develop team strategy for final interviews.
• Lead the product management effort to assign and integrate vendor (OEM) agreements to the IBM royalty payment processes.
• Manage Americas field marketing with particular attention to event management and regional advertising including Adwords.
• Manage and develop staff consisting of a provider relations manager, a Medicare contractor and provider relations representatives.
• Participate in all avenues of social media as it relates to marketing: Facebook, twitter, you tube, Pinterest.
• Author SEO optimize community website copy and SEM ads.
• Report to Samsung on competitive products, promotions, and services.
• Rank in top three MDM positions for referrals in national force of 30.
• Develop and implement branding, SEO techniques and product material for new technology launch
• Lead annual bidding and strategy process; develop and execute Medicare strategy base on CMS requirements
• Assist in training new and existing MDM’s on various CCR computer programs and processes.
• Organize and execute events to increase brand awareness, such as product giveaways and street campaigns.
• Develop new branding platform, including creative and messaging for patients and physicians, product brand franchise name/design.

Market Manager Jobs You Might Like

• High Paying Market Manager Jobs – $143K and Up

  Search jobs near in the US

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• Entry Level Market Manager Jobs

  Little to no experience required

• Part Time Market Manager Jobs

  Part Time Jobs Hiring Now

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Need A Perfect Market Manager Resume?

Our AI resume builder helps you write a compelling and relevant resume for the jobs you want.

Market Manager Job Description

Between the years 2018 and 2028, market manager jobs are expected to undergo a growth rate described as “faster than average” at 8%, according to the Bureau of Labor Statistics. So if the thought “should I become a market manager?” Has crossed your mind, maybe you should take the growth rate into account. In addition, the number of market manager opportunities that are projected to become available by 2028 is 21,800.

A market manager annual salary averages $88,058, which breaks down to $42.34 an hour. However, market managers can earn anywhere from upwards of $54,000 to $143,000 a year. This means that the top-earning market managers make $76,000 more than the lowest-earning ones.

Once you’ve become a market manager, you may be curious about what other opportunities are out there. Careers aren’t one size fits all. For that reason, we discovered some other jobs that you may find appealing. Some jobs you might find interesting include a manager, field marketing, business development and marketing manager, associate brand manager, and marketing manager/project manager.

Market Manager Jobs You Might Like

Build a professional market manager resume in minutes. Browse through our resume examples to identify the best way to word your resume. Then choose from 12+ resume templates to create your market manager resume.

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Market Manager Skills and Personality Traits

We calculated that 16% of Market Managers are proficient in Customer Service, Business Development, and Strong Analytical. They’re also known for soft skills such as Creativity, Interpersonal skills, and Organizational skills.

We break down the percentage of Market Managers that have these skills listed on their resume here:

• Customer Service, 16%

  Call Center manager supervising 5 customer service representatives; responsible for Sage CRM enhancements and integration with other systems throughout company.

• Business Development, 8%

  Collaborated with business development in technology review, cultivation of strategic partnerships, acquisition business cases, and product OEM opportunities.

• Strong Analytical, 5%

  Demonstrated strong analytical, organizational, problem solving, and communication skills with all levels of management.

• Human Resources, 4%

  Collaborated with hospital officers to ensure that Human Resources initiatives supported the strategic plans of hospitals and enterprise.

• Strong Time Management, 4%

  Execute three managerial roles simultaneously through strong time management and organizational skills.

• Market Research, 4%

  Conducted primary and secondary market research, SWOT analysis, product marketability, and competitive intelligence for subgroup to maximize profits.

Most market managers list “customer service,” “business development,” and “strong analytical” as skills on their resumes. We go into more details on the most important market manager responsibilities here:

Organizational skills is also an important skill for market managers to have. This example of how market managers use this skill comes from a market manager resume, “advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members.” Read this excerpt from a resume to understand how vital it is to their everyday roles and responsibilities, “leverage excellent process improvement and organizational abilities to drive revenue growth within 25 stores across assigned territory. “

A market manager responsibilities sometimes require “analytical skills.” The responsibilities that rely on this skills are shown by this resume excerpt: “advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization.” This resume example shows how this skill is used by market managers: “directed product marketing activities, analysis and strategic direction for an $18-million product line consisting of hydrocarbon derived specialty chemicals. “

See the full list of market manager skills.

Before becoming a market manager, 71.7% earned their bachelor’s degree. When it comes down to graduating with a master’s degree, 10.9% market managers went for the extra education. If you’re wanting to pursue this career, it may be possible to be successful with a high school degree. In fact, most market managers have a college degree. But about one out of every eight market managers didn’t attend college at all.

The market managers who went onto college to earn a more in-depth education generally studied business and marketing, while a small population of market managers studied communication and management.

Once you’re ready to become a market manager, you should explore the companies that typically hire market managers. According to market manager resumes that we searched through, market managers are hired the most by Pwc, ICF, and Deloitte. Currently, Pwc has 134 market manager job openings, while there are 106 at ICF and 96 at Deloitte.

If you’re interested in companies where market managers make the most money, you’ll want to apply for positions at BP America Inc, VMware, and Accenture. We found that at BP America Inc, the average market manager salary is $175,849. Whereas at VMware, market managers earn roughly $153,424. And at Accenture, they make an average salary of $153,139.

View more details on market manager salaries across the United States.

If you earned a degree from the top 100 educational institutions in the United States, you might want to take a look at ADP, P&G;, and The Coca-Cola Company. These three companies have hired a significant number of market managers from these institutions.

The industries that market managers fulfill the most roles in are the professional and manufacturing industries. But the highest market manager annual salary is in the manufacturing industry, averaging $85,133. In the professional industry they make $84,768 and average about $82,287 in the automotive industry. In conclusion, market managers who work in the manufacturing industry earn a 19.3% higher salary than market managers in the retail industry.

The three companies that hire the most prestigious market managers are:

• Pwc134 Market Managers Jobs
• ICF106 Market Managers Jobs
• Deloitte96 Market Managers Jobs

Market Manager Jobs You Might Like

• High Paying Market Manager Jobs – $143K and Up

  Search jobs near in the US

• Work From Home Market Manager Jobs

  Find Online, Remote, Telecommute Market Manager Jobs

• Entry Level Market Manager Jobs

  Little to no experience required

• Part Time Market Manager Jobs

  Part Time Jobs Hiring Now

• Actively Hiring

  Market Manager jobs added within last 7 days

• No Degree Market Manager Jobs

  Search jobs with no degree required

Create The Perfect Resume

Our resume builder tool will walk you through the process of creating a stand-out Architect resume.

What Manager, Field Marketings Do

A field marketing manager oversees a company’s field marketing operations, aiming to improve brand awareness and reach sales goals. Their responsibilities primarily revolve around devising marketing strategies, participating in organizing campaigns and trade shows, setting objectives for the team, and monitoring the progress of marketing programs, ensuring they are functioning effectively and efficiently. There are also instances when the manager must address issues and concerns, performing corrective measures when necessary. Furthermore, as a manager, it is essential to lead and encourage the team to reach company goals while implementing the company’s policies and regulations.

We looked at the average market manager annual salary and compared it with the average of a manager, field marketing. Generally speaking, managers, field marketing receive $5,238 higher pay than market managers per year.

While the salaries between these two careers can be different, they do share some of the same responsibilities. Employees in both market managers and managers, field marketing positions are skilled in business development, market research, and project management.

There are some key differences in responsibilities as well. For example, a market manager responsibilities require skills like “customer service,” “strong analytical,” “excellent interpersonal,” and “human resources.” Meanwhile a typical manager, field marketing has skills in areas such as “digital marketing,” “integrated marketing,” “salesforce,” and “marketing campaigns.” This difference in skills reveals how truly different these two careers really are.

Managers, field marketing receive the highest salaries in the technology industry coming in with an average yearly salary of $100,565. But market managers are paid more in the manufacturing industry with an average salary of $85,133.

Managers, field marketing tend to reach similar levels of education than market managers. In fact, managers, field marketing are 1. 4% less likely to graduate with a Master’s Degree and 0.2% less likely to have a Doctoral Degree.

What Are The Duties Of a Business Development And Marketing Manager?

The business development and marketing manager is in charge of overseeing a company’s marketing programs and projects. They primarily manage and coordinate teams, set goals and guidelines, organize budgets and timelines, conceptualize plans, and develop strategies to optimize operations. They may also liaise with clients and suppliers, streamline marketing materials, and train staff. Furthermore, as a manager, it is essential to lead and encourage the workforce to reach goals, all while enforcing the company’s policies and regulations.

Now we’re going to look at the business development and marketing manager profession. On average, business development and marketing managers earn a $12,689 lower salary than market managers a year.

Not everything about these jobs is different. Take their skills, for example. Market managers and business development and marketing managers both include similar skills like “business development,” “market research,” and “project management” on their resumes.

While some skills are similar in these professions, other skills aren’t so similar. For example, several resumes showed us that market manager responsibilities requires skills like “customer service,” “strong analytical,” “excellent interpersonal,” and “human resources.” But a business development and marketing manager might use skills, such as, “digital marketing,” “marketing campaigns,” “integrated marketing,” and “strategic partnerships.”

Business development and marketing managers may earn a lower salary than market managers, but business development and marketing managers earn the most pay in the finance industry with an average salary of $88,175. On the other side of things, market managers receive higher paychecks in the manufacturing industry where they earn an average of $85,133.

In general, business development and marketing managers study at higher levels of education than market managers. They’re 5.1% more likely to obtain a Master’s Degree while being 0.2% more likely to earn a Doctoral Degree.

How an Associate Brand Manager Compares

Associate brand managers are responsible for developing and maintaining a company’s product or brand. They help the brand manager in all brand-related activities. They typically perform various tasks, which include developing marketing plans and strategies, getting involved in the development of marketing ad campaigns, and creating and maintaining a positive brand image. Additionally, associate brand managers may assist in defining product pricing and packaging and monitor both media and competitive activities. They are also expected to design ad campaigns and report the results of these campaigns to the brand manager.

The associate brand manager profession generally makes a higher amount of money when compared to the average salary of market managers. The difference in salaries is associate brand managers making $7,867 higher than market managers.

By looking over several market managers and associate brand managers resumes, we found that both roles utilize similar skills, such as “customer service,” “business development,” and “strong analytical.” But beyond that the careers look very different.

There are many key differences between these two careers as shown by resumes from each profession. Some of those differences include the skills required to complete responsibilities within each role. As an example of this, a market manager is likely to be skilled in “excellent interpersonal,” “human resources,” “strong time management,” and “project management,” while a typical associate brand manager is skilled in “sales floor,” “loyalty programs,” “minimizes risk,” and “pet.”

Additionally, associate brand managers earn a higher salary in the manufacturing industry compared to other industries. In this industry, they receive an average salary of $91,777. Additionally, market managers earn an average salary of $85,133 in the manufacturing industry.

When it comes to education, associate brand managers tend to earn higher education levels than market managers. In fact, they’re 11.0% more likely to earn a Master’s Degree, and 0.4% more likely to graduate with a Doctoral Degree.

Description Of a Marketing Manager/Project Manager

A marketing manager/project manager oversees a company’s marketing programs and projects, aiming to attract more customers and increase the brand value of a business, product, or service. They primarily perform market research and assessments to identify marketing trends and opportunities, gather and analyze data to generate business leads, study the consumer and competitors in the industry, and identify the weaknesses and strengths of existing marketing projects, utilizing information to enhance operations. Additionally, a marketing manager/project manager leads operations and empowers staff while implementing company policies and industry standards.

Marketing manager/project managers tend to earn a lower pay than market managers by about $9,690 per year.

According to resumes from both market managers and marketing manager/project managers, some of the skills necessary to complete the responsibilities of each role are similar. These skills include “business development,” “market research,” and “project management. “

Each job requires different skills like “customer service,” “strong analytical,” “excellent interpersonal,” and “human resources,” which might show up on a market manager resume. Whereas marketing manager/project manager might include skills like “digital marketing,” “marketing campaigns,” “powerpoint,” and “email campaigns.”

In general, marketing manager/project managers make a higher salary in the technology industry with an average of $95,863. The highest market manager annual salary stems from the manufacturing industry.

Marketing manager/project managers reach similar levels of education when compared to market managers. The difference is that they’re 4.1% more likely to earn a Master’s Degree more, and 0. 2% less likely to graduate with a Doctoral Degree.

What a Market Manager Does FAQs

How Much Do Market Managers Make?

Market managers make $98,000 annually, on average ($47.29 hourly). However, there is a considerable range in how much a market manager can make, starting from as little as $67,000 a year to as much as $142,000 a year. Factors such as the location, the industry, and the company impact just how much a market manager can make.

Where Do Market Managers Work?

Market managers work in an office environment. Most marketing managers typically have their own offices, but they may attend meetings in conference rooms or communal workspaces.

Some marketing managers work from a variety of locations, specifically if they are directly involved with the production of the company. A marketing manager in the retail industry, for example, may have to travel to brick and mortar locations to make sure the store employees are trained on a new promotion.

Have more questions? See all answers to common executive management questions.

Search For Market Manager Jobs

Product Marketing Manager. What does he do in a startup?

However, developing a quality product is only half the battle. To be successful, companies must present this product in the most favorable light. The product marketing manager is responsible for this and many other tasks. If you want to launch a high-demand product, you need a product marketing manager on your team. In this article, we take a closer look at who product marketing managers are and what they do in a startup. nine0003

What is a product marketing manager?

In short, the Product Marketing Manager (PMM) is a researcher, promoter and salesperson rolled into one. PMM works closely with the product development team, sales team, and other marketers. They are responsible for creating a user-centric product and delivering great business results.

You might think that this description of the PMM role is rather vague, and you’d be right. If you ask different companies what their PMMs do, you will see completely different sets of tasks. Moreover, PMMs may face different areas of responsibility within the same company. This is because the PMM role is very flexible. It depends on the nature of the business, the size of the company, and the maturity of the product. nine0003

In large organizations with well-established processes, PMM has a narrower scope of tasks, since large amounts of work are distributed among different specialists, each of whom is responsible for a certain area of ​​\u200b\u200bactivity.

In start-ups, the role of PMM becomes multifunctional. This requires a proactive approach and includes unexpected responsibilities such as product testing and quality assurance.

In the classical sense, the responsibilities of a product marketing manager lie at the intersection of product, marketing, and sales. nine0003

The Role of the Product Marketing Manager
But why do companies need a position where a little of everything? Isn’t that an extra complication?

Not exactly. If you dig deeper, you will see that the role of a PMM is fundamentally different from the roles of other professionals. Responsible for bringing the product to market, PMM explains the value of the product to the buyer by formulating a value proposition, answering questions and resolving doubts that arise before the purchase.

Consider an example. Let’s say you’re developing a B2B solution that allows employees to open office doors from a smartphone. A buyer who owns a business may have the following questions:

What is the value of this product to my business?

• How much more secure is this solution than using conventional locks?
• What should I do if my phone’s battery runs out?
• What should I do if the application crashes?
• How much will the product and its integration cost?
• Do I need to buy additional equipment?
• Is additional staff training required to use this solution? nine0006
• Can I opt out of this decision later in favor of another (is there a vendor block)?

The business manager can anticipate these questions after interacting with the sales and customer service departments. They can then formulate answers with the help of the product development team. Finally, together with the marketing and sales departments, they can test and validate solutions.

In this way, PMM acts as a client for the product marketing department. PMM can train sales staff, create product marketing materials, and run customer acquisition marketing campaigns. nine0003

What does a product marketing manager do?

The main activity of a product marketing manager is to communicate the value of a product to end users. To do this, they constantly interact with various departments and join forces to achieve a common goal – to give the user what he wants, when he wants and how he wants it.

PMM synchronizes and supports all members of the product development team. They build product launch processes into a single system in which everyone knows what they are responsible for. nine0003

Designers understand what market problem the product is supposed to solve. They can then provide the required features to the product and create a nice user experience.

Marketers know who, where and how to tell about the product. They can then position the product effectively using methods and approaches that are appropriate for the target audience.

Sellers understand what to sell, to whom and how. They have all the necessary materials and in-depth product knowledge to provide users with comprehensive product information. nine0003

Customer service specialists are available to support users with any questions. They know the most common problems and pitfalls and can quickly provide qualified assistance.

Responsibilities of the Product Marketing Manager

Although the Product Marketing Manager is at the center of various marketing positions, he has many tasks that go beyond the scope of other more specialized professionals. These tasks usually include communicating the product strategy to the marketing department and ensuring they take the right steps to implement it. nine0003

However, PMMs are not just mentors. They are also coaches. They actively promote products and take on vague activities. The responsibilities of a product marketing manager typically include four main activities:

• Conduct research and analysis, which involves a detailed study of the environment in which the product will be released.
• Creation of a marketing strategy that describes the positioning and promotion of the product. nine0006
• Compiling a Go-to-Market Plan that defines the steps to bring the product to market.
• Doing business, which means monitoring the product after it has been released.

Each of these activities comes with its own set of responsibilities.

Product Manager Responsibilities List

Let’s see what a product marketing manager job description might look like:

1. Research and Analysis

The product marketing manager analyzes the market, customers and competitors by collecting data through observations, surveys and interviews.

As part of the PMM market analysis detects:

• and the capabilities of
• market needs
• Supply currently on the market

as part of the customer analysis PMM learns:

• Customer needs
• Motivation clients
• Customer attitudes and mindsets
• Barriers to buying or using
• Willingness to pay
• Influencers (how customers learn about new products and brands)

Collects information about: 903 903 MM competitors

PMM then conducts a competitor analysis where they compare their product with competitors’ products and identify tangible attributes and competitive threats.

Note . Material attributes are the basic characteristics that customers require even to consider a product. nine0003

Here is an example of competitor analysis for promotional automation products.

Competitor product overview

2. Marketing strategy
The product marketing manager develops a marketing strategy that includes the following:

Target customer. The target buyer appreciates what you have to offer and doesn’t care about weaknesses. A good PMM is always looking to grow, so they go beyond the core target audience and may have more than one target customer. nine0003

Name. Knowing the market and customers, PMM can suggest naming options for both the product and its individual features, agree on the best options with the client and test them in focus groups.

Product positioning. Product positioning describes the unique value of your product to customers. Product positioning begins with the construction of a positioning statement, which has four components:
Frame of reference (what is being developed)
Target customer (for whom it is designed)
Key benefits
Key evidence

Here is an example of a product positioning statement in a social media application:

Example of a product positioning statement

creates messages to reach target customers.

Point of sale materials (POSM). This may include promotions, special offers and gift cards. nine0003

Pricing. This includes determining the price position, price segment, pricing methods, and price response strategy.

Packaging. In software development, packaging means distributing the functionality of a product into separate packages to satisfy all segments of users.

3. Launch Plan

Product Marketing Manager guides the product through all phases of the launch:

• Proof of Concept Development
• Alpha testing of internal employees
• Beta testing of a selected group of users
• Public availability (when the product is available to all customers)
• They also develop the marketing funnel, acquisition and engagement channels.

Marketing funnel shows the stages of attracting customers who are not familiar with the brand and turning them into potential customers and buyers.

Acquisition and engagement channels show how customers move through the stages of the marketing funnel. nine0003

4. Doing business

Once a product is launched, the job of a product marketing manager does not end. PMM watches how the product develops, interacts with consumers and meets market expectations. At this stage, PMM:

• Collects product metrics (number of downloads and registered users, activation rate, return rate, NPS, etc.)
• Performs behavioral analysis (cohort analysis, segment analysis, inactive user analysis)
• Collects and analyzes customer feedback (from customer support, social media, direct emails, one-on-one call campaigns, etc.) Product Marketing Manager vs Product Marketing Manager
  
  Many non-marketers have a pretty vague idea of ​​what a product marketing manager is and how it differs from a product manager. A famous saying explains this in simple terms:

  Product managers put products on the shelves and marketers get products off the shelves.

  While this is undoubtedly true in theory, this only works in an ideal world. In reality, the responsibilities of the two roles are not always clearly demarcated. Instead, they may overlap. Both PM and PMM have a deep understanding of the target audience and market, work together on a go-to-market strategy, work in cross-functional teams, and communicate with stakeholders.

  Despite this, the critical difference between PM and PMM lies in their presence at different stages of product development. While PM coordinates product creation, PMM takes care of how the product goes to market and communicates its value to customers. You can see how the roles of PM and PMM differ and relate in the image below:

  When you need a Product Marketing Manager
  
  A Product Marketing Manager is needed when a company enters the market with a new product or makes significant changes to an existing one. PMM positions the product favorably and ensures that it reaches the target audience quickly. nine0003

  PMM examines customer pain and advocates for the product development team on behalf of customers. In addition, PMM constantly communicates with customers, monitors their behavior patterns and ensures that they get the most out of the product.

  The role of the PMM is multifunctional and requires knowledge of marketing, sales, promotion and pricing. The versatility of this role in a startup is even greater because the internal processes are less organized and structured than in a large organization. nine0003

  The Product Marketing Manager is a specialist with in-depth knowledge of marketing, business analysis and management. But despite all this, PMM is neither a marketer, nor a business analyst, nor a product manager. PMM understands the resources available and knows how to communicate with different departments to achieve common goals. The main task of PMM is to rally the product team to successfully bring the product to the target market.

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