Last Updated: November 4, 2020

Between product development and product marketing, companies need individuals who are experts at navigating both areas – able to keep product messaging on track through development, while also devising brilliant marketing campaigns for that product.

Product managers help fill in the gaps between development and marketing teams, sticking with a product through its initial inception until its eventual release. These professionals bring an array of experience and skills to a company, assisting not only in development strategy, but also in marketing tactics.

What do they do?

Location and Opportunity

According to, there are several companies across the nation hiring product managers to implement new campaigns and develop new goods. Some of these companies are located in areas such as:

  • New York, NY
  • Houston, TX
  • Chicago, IL
  • San Francisco, CA
  • Atlanta, GA

Product managers are usually in charge of a single product, taking it upon themselves to manage all aspects of that product. Working with multiple teams, they’re the lead “ideas” people who take responsibility of a product’s success or failure.

They must be able to brainstorm and plan out multiple steps in the product development and marketing cycle, from market research, to branding, to customer feedback and reaction. They work across departments to determine the best times and methods of introducing a new product to the marketplace, and help to translate market objectives for engineers and product developers.

Because their job responsibilities vary widely depending on the product they manage and their company, product managers work with many other professionals, including:


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Product managers must have vision and an overall commitment to coming up with new and creative products that will drive sales for a company. As such, these individuals are typically highly intelligent, and must engage in quick decision making on a regular basis.

Most product managers earn at least bachelor’s degrees in marketing, though many go on to earn master’s degrees. Their programs give them a range of skills they apply in every day life.

Become a Product Manager

The average salary for a product manager in August 2012 was $51,000, with the highest earners making over $88,000. Companies reward their product managers depending on the strength of their ideas and the success of their individual products.

If you’re interested in learning more about designing products and ensuring smooth marketing practices, contact schools offering degrees in marketing.