What does a Product Marketing do?

Product marketing managers are responsible for overseeing the comprehensive marketing efforts related to a particular product, brand, or product line. They develop and execute marketing campaigns and promotional initiatives. They play a central role in establishing the brand vision and approving content and messaging. They lead a team of marketing specialists, content developers, and other staff. Their work often involves conducting market research and studying competitor campaigns. They establish metrics for evaluating campaign performance and perform data analysis to monitor ongoing initiatives.

Product marketing managers typically have at least a bachelor’s degree in marketing, and a background in marketing or communications. They should have experience developing and supervising marketing campaigns. These roles require strong leadership and project management skills. Proficiency with Google Analytics and similar tools is helpful.

What responsibilities are common for Product Marketing jobs?
  • Track product usage trends to inform product development, pricing/packaging, content, and collateral.
  • Create competitive positioning, messaging and response for client facing teams to respond to competitive claims.
  • Conduct and support enablement efforts for internal sales teams.
  • Own product pricing and market positioning in relation to key competitors.
  • Act as project manager between marketing, sales and product teams for product-focused initiatives.
  • Understand the product marketplace and formulate relevant positioning tactics.
  • Test and refine new marketing approaches and channels to reach and engage key audiences.
  • Drive and manage product launches including planning, messaging and communication.
  • Conduct customer and market research on current and future market trends/opportunities.
  • Work with senior management and product management to create product plans and roadmaps.
  • Assist in creating materials for proposals, presentations and reports.
  • Structure and optimize A/B and multivariate testing in channel marketing.
  • Drive development of key messages that resonate with target buyers' new releases and campaigns.
  • Develop and execute a marketing campaign that support goals and objectives.
What are the typical qualifications for Product Marketing jobs?
  • Bachelor's Degree in business or computer science.
  • Experience with Google analytics and other cloud software and systems.
  • Has an understanding about current events and trends and uses knowledge in daily interactions.
  • Demonstrated experience writing promotional materials such as web copy or newsletters.
  • Is a critical thinker and problem solver with natural negotiation skills and composure.
  • Can turn to creative thinking when necessary and pay strict attention to detail.
  • Experience leading and collaborate with large groups.
  • Natural fluency with next generation sequencing.
  • Experience with SaaS and search engine capabilities.
EducationBachelor's Degree
Work/Life Balance
4.0 ★
Salary Range--
Career Opportunity
3.9 ★
Avg. Experience2-4 years

Product Marketing Salaries

Glassdoor Estimated Salary

Product Marketing Career Path

Learn how to become a Product Marketing, what skills and education you need to succeed, and what level of pay to expect at each step on your career path.

Product Marketing Manager

Average Years of Experience

0 - 1
2 - 4
5 - 7
Not including years spent in education and/or training
See Career Path

Product Marketing Insights

Read what Product Marketing professionals have to say about their job experiences and view top companies for this career.
Product Marketing Executive
18 Jan 2021

“Everyone on the team is super nice and supportive and I never had any coworker issues.”

Product Marketing Manager
11 Jun 2022

“to a person everyone i work with is super talented at what they do and great to work with.”

Vantage CircleVantage Circle
Product Marketing Manager
17 Jun 2022

“The best part about VC is it gives you ample opportunities to grow and learn.”

Publicis GroupePublicis Groupe
Product Marketing Director
13 Jan 2022

“Work/life balance (I usually end up pulling at least one all nighter a week).”

Senior Product Marketing Manager
29 Jul 2021

“out because there is no career path or anyone to help you get to the next level.”

Loop ReturnsLoop Returns
Product Marketing Manager
16 May 2022

“No real opportunity for professional development or career growth if you are not on the inside track.”

Texas InstrumentsTexas Instruments
Product Marketing Engineer
17 Feb 2020

“Because it is such a large company there are little opportunities to take responsibilities outside of your assigned role.”

Kaiser PermanenteKaiser Permanente
Product Marketing
16 May 2022

“Promotions are not a thing…I’ve received an excellent on my year end review three years in a row and still can’t be promoted.”

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Product Marketing Interviews

Frequently asked questions about the role and responsibilities of a Product Marketing

When working as a Product Marketing, the most common skills you will need to perform your job and for career success are Excellent Communication, Adobe Acrobat, Integrator, SharePoint and Editing.

The most similar professions to Product Marketing are:
  • Product Owner
  • Technical Product Manager
  • Product Manager
  • Digital Marketing

The most common qualifications to become a Product Marketing is a minimum of a Bachelor's Degree and an average of 0 - 1 of experience not including years spent in education and/or training.

Related Careers

Product Owner
No skills overlap
Technical Product Manager
Product Manager
No skills overlap
Digital Marketing
No skills overlap

Product Marketing jobs