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Job description: Product Manager
Before people can want a product, they must know about it. Once they know about the product, they must want it and that, as a Product Manager, would be your job - to create awareness and demand.
You'd be in charge of planning and developing the right marketing strategy to get the product noticed by the right people and secure their interest. This means you'd have to keep in touch with what your audience wants and know the best ways of speaking to them.
With the market changing every day, you'll have to keep on top of research, checking the market, rival products and the success of your campaign. Your daily routine will be varied and also include overlooking product development and finding potential new customers.
Your role would be key to selling goods and services and, because of this, you would play a vital part in the company. There are few limitations, with positions found in virtually every industry sector, from publishing to retail.
Hours/Environment
With 9 to 5 as your standard hours, it wouldn't be uncommon for you to work over 40 hour weeks, including the occasional evening or weekend in order to keep to deadlines.
Meetings with other managers and clients would be a regular feature of the job, often requiring you to travel across the country or even overseas.
Skills and interests
To be a good Product Manager, you need to:
- Have thorough knowledge of technology relating to the product
- Have the ability to organise everything concerned with the product's development
- Have excellent verbal and written communication skills
- Have good leadership skills to supervise those involved with each stage in the development and manufacturing process
- Possess a creative way of thinking
- Have the ability to focus on specific goals
- Be energetic and passionate about your product
- Be able to work under pressure
Entry
As with many marketing roles, there is no set entry route, but like most Product Managers you will need a degree or HNC/HND in business studies or marketing.
Business experience is one of the most important things to becoming a Product Manager. Employers are likely to look for someone with a good background in a related line of work. For non-graduates there are options which include taking a professional marketing qualification whilst working in a more junior post.
Competition in the field is high and so the more experience you can gain the better your chances. Good business know how will work well, hand in hand with evidence of work experience.
Training
To allow you to provide the most effective strategies, employers usually provide complete on-the-job training on their products and other parts of the company. If you're new to the job it is likely you'll begin in a junior position, working under the supervision of an experienced colleague.
As a Product Manager, there are many training courses available to develop your individual skills and take your career further.
This training runs alongside a number of professional marketing qualifications. There are various options available through the:
- Chartered Institute of Marketing (CIM)
- Institute of Direct Marketing (IDM)
- Institute of Sales and Marketing Management (ISMM)
- Communication Advertising and Marketing Education Foundation (CAM).
Depending on your level of experience and qualifications, these range from introductory certificates to advanced level qualifications.
Opportunities
There is plenty of room for you to follow your interests. Whether it's a particular company or product that grabs you, there is likely to be a Product Manager behind it.
With experience, as a junior Product Manager, you can be promoted to a more senior role, usually to take control of a group of products. The larger the company you work for, the bigger the opportunities are likely to be.
If you're an experienced Product Manager, a great product launch can lead to you becoming head hunted, by companies constantly on the look out for fresh talent.
If you wish to work for yourself, self-employment is an option, but it's limited. You can set up a consultancy or your own specialist agency, or alternatively choose to work freelance.
Annual Income
At entry level you would be looking to earn between £20,000 up to £26,000. As you progress further as a Product Manager, it is possible for you to start earning £50,000 and above.
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