Last Updated: August 18, 2023

Companies must constantly introduce new products in order to stay afloat in an increasingly competitive marketplace. Whether they create high-tech phone applications or clothing lines, all companies need successful marketing strategies to ensure the survival of new products.

Product marketing managers help companies spread word of new products, discovering the best ways to present a product’s branding, message, and positive effects. These professionals lead other marketers in helping a product through its life cycle, providing a consistent vision and marketing direction for that product.

What do they do?

Location and Opportunity

According to, several locations are experiencing jumps in demand for product marketing managers. Some of these locations include:

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

With the assistance of researchers, they help to identify target market segments, and brainstorm ways of reaching those market segments through advertising or other outreach strategies. Working with promotions and advertising managers, they create messaging and branding for a product, and assess the impact of that branding on sales.

Many companies assign product marketing managers various responsibilities, but they consistently work across department lines to accomplish their goals. Some other professionals they work with include:


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Product marketing managers usually work for several years in lower-level marketing positions, honing their critical thinking skills. These individuals must have a detailed eye, able to read through marketing research data to implement new strategies for marketing their product.

Most product marketing managers earn at least bachelor’s degrees in marketing, while many others go on to earn master’s degrees. Many companies place preference over candidates who earn master’s degrees, though proven experience is usually the most qualifying indicator of effective product marketing managers.

Become a Product Marketing Manager

Product marketing managers are high-level employees, and companies typically reward them well. The average salary for a product marketing manager in August 2012 was $98,000, with many earning well over $125,000.

If you’re interested in learning more about product marketing management, contact schools offering degrees in marketing.