What Does a Product Marketing Manager Do? Essential Skills and How to Become One in 2025

Have you ever wondered how some products become iconic while others struggle to survive? Take the Bajaj Pulsar, for example. It carved out a niche in a market dominated by fuel-efficient models, all thanks to a skilled product marketing manager who aligned the product with customer needs and crafted its success story.

Every year, 30,000 products are introduced, yet 95% fail due to poor marketing. A product marketing manager plays a crucial role in bridging the gap between a product and its audience, ensuring effective positioning and driving success.

This blog dives into the role of a product marketing manager, the skills needed, and insights into a product marketing manager salary. Let’s explore how you can thrive in this exciting field!

What Does a Product Marketing Manager Do and Why Are They Essential?

A product marketing manager positions products in the market, creates customer-focused messages, and plans launches. They collaborate with teams to ensure successful pre- and post-launch activities, aligning strategies with business goals. 

This section outlines their key responsibilities.

What Does a Product Marketing Manager Do?  

As a product marketing manager, you’ll use market insights for product development, sales strategies, and customer interactions. You’ll make sure that the product aligns with market needs and business objectives. 

In short, a product marketing manager is like a translator, bridging the gap between the product and the market to ensure it meets customer needs while achieving business goals.

Here’s the breakdown of a product marketing manager’s functions in three phases of product management.

Before Product Launch

Conduct market research to understand customer needs and trends. For example, survey Indian consumers to identify preferred smartphone features like battery life and camera quality. Use these insights to align the product with market expectations.

During Product Launch

Develop and execute a marketing strategy to create excitement and drive adoption. For example, launch a new budget smartphone in India using social media marketing tools to design targeted campaigns and TV ads to highlight its features. Oversee materials like posts, videos, and brochures to support the rollout.

After Product Launch

Monitor customer reviews and performance metrics to gauge the product's reception. For example, track feedback on an e-commerce platform about a newly launched skincare product. Use insights to collaborate with the product team for improvements or updates.

Understanding customer feedback and leveraging it for product success is key to marketing excellence. Whether you’re starting fresh, transitioning domains, or enhancing your expertise, upGrad’s Digital Marketing Courses offer the skills and insights you need to excel.

Now that you know the functions of a product marketing manager, let’s understand the skills you’ll need for the job.

What Key Skills Should Every Product Marketing Manager Master?

A product marketing manager needs a mix of technical and interpersonal skills. These skills will help in managing product launches, creating effective marketing, and collaborating with cross-functional teams. Here are the critical skills needed by a product marketing manager.

• Communication

Strong interpersonal communication skills will help you convey messages clearly and persuasively across sales teams, stakeholders, and customers.

• Storytelling

You’ll have to weave a convincing story about the product, making it easy to understand and appealing to the target audience.

• Asset Development

To create marketing assets such as presentations, blog posts, and case studies, you need knowledge of design and content creation tools.

• Project Management

Strong knowledge of the project management process will help to manage timelines, resources, and tasks, leading to successful product launches.

• Collaboration

You’ll be working closely with departments like product, UX, sales, and customer support. A strong collaborative relationship will ensure that everyone is aligned on the product's success.

• Negotiation

Negotiation skills will help you secure funds, manage resources, or shape product positioning to maximize impact.

• Understanding Customer Needs

A deep understanding of customer needs, pain points, and behaviors will allow you to deliver a product that appeals to the target audience.

Take these abilities further by joining upGrad’s Building Successful Celebrity Partnerships course, where you’ll learn to plan partnerships, create branded content, and analyze case studies for success. 

Curious to know what tools are necessary for a project manager? Check the subsequent section.

Which Tools Do Product Marketing Managers Use to Excel?

A product marketing manager is responsible for tasks such as market research, content creation, and gathering user feedback. This requires proficiency with a variety of tools and technologies across different categories.

Here’s a list of tools and technologies commonly used by product marketing managers.

Now that you're familiar with the tools and technologies used by a product marketing manager, let’s take a look at the steps to become one.

How Can You Become a Product Marketing Manager in 2025?

To become a product marketing manager in 2025, you’ll need a combination of the right education, skill set, practical experience, and professional certifications. Here’s a step-by-step guide to help you become a product marketing manager.

1. Education Pathways

The first step is to obtain a relevant degree in this field. An undergraduate degree in marketing or a specialization in product management or market research can make you prepared for the role. For example, an MBA degree from UGNXT.

2. Build Relevant Skills

You’ll need diverse skill sets for this role. Knowledge of data analytics, product management, communication skills, social media marketing, and market research is necessary.

For example, you need experience working with data analysis tools like Google Analytics.

Build the essential skills to excel in product management. Join the free course on Product Management: Understanding the Market to gain a strong foundation to begin your journey.

3. Gain Experience

Start with entry-level roles. Participate in campaign creation and market analysis. Understand market research through consumer behavior and market positioning. For example, you can join as a product marketing associate to gain the necessary experience.

4. Earn Certifications

Certification will validate your credentials and demonstrate your expertise to potential employers, showcasing your commitment to professional growth. For example, upGrad’s Accelerated Management Program provides practical insights and industry-recognized credentials, giving you a competitive edge in the job market.

Now that you’ve learned about becoming a product marketing manager, let’s explore the opportunities for future career progression.

Product Marketing Manager Salary and Career Advancement: What to Expect

Industries seek professionals who can understand competitive markets, effectively position products, and clearly communicate their value to customers. With the right skills and experience, a product marketing manager can advance to roles such as product marketing director in the future.

Here’s a list of job roles you can explore as you progress in your career.

Source: Glassdoor, Ambitionbox

Also Read: Marketing Manager Salary in India 2024 [Based on Various Job Roles]

Now that you know about the various future roles of a product marketing manager, let’s explore the factors that can impact their salary.

Key Factors Influencing Product Marketing Manager Salary

The product marketing manager's salary depends upon factors like experience and type of industry. Understanding these influences will help in planning their career paths and making informed decisions about opportunities in the field.

Here are the factors that can affect the product marketing manager salary.

• Industry
  Industries like technology, finance, and healthcare offer higher pay compared to non-profit or retail sectors due to the products marketed.
• Location
  Major cities and tech hubs, like Bengaluru, often pay higher salaries to account for the cost of living and competitive job markets.
• Experience Level
  Entry-level product marketing managers earn less compared to professionals who have led successful product launches and driven growth.
• Company Size
  Larger organizations with greater resources usually offer higher salaries than smaller companies or start-ups.
• Performance and Results
  Managing successful product launches and achieving increased market share can lead to higher salaries and faster career progression.
• Skill Set
  A diverse skill set, including expertise in data analytics, artificial intelligence tools, and leadership, can increase earning potential. 

Now that you’ve known the essential skills required for a product marketing manager, let’s explore how to begin a career in this field.

How Can upGrad Help You Become a Product Marketing Manager?

A product marketing manager's critical role in product development makes them integral to industries like technology, e-commerce, and healthcare. 

To become a product marketing manager, you don't need traditional marketing. Online education platforms can help you gain the necessary knowledge and skills through flexible and affordable courses.

upGrad is one such platform whose courses can help you excel as a product marketing manager. These courses are ideal for students and working professionals looking to upskill or switch careers.

Here are some of the courses offered by upGrad in product marketing and management.

• Introduction to Product Management
• Advanced Certificate in Digital Marketing and Communication from MICA
• Introduction to Consumer Behavior

Do you need help deciding which course can help you become a product manager? Contact upGrad for personalized counseling and valuable insights. For more details, you can also visit your nearest upGrad offline center. 

Similar Read:

• How To Do Market Research – [Ultimate Guide]
• How to Use Google Analytics: Comprehensive Guide For Beginners
• Top 15 Project Management Tools For Your Business in 2024 [Free & Paid]
• Product Management vs Product Marketing: Which One Should You Choose
• Top 10 Highest Paying Jobs in Marketing in India [A Complete Report]

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References:

https://www.glassdoor.co.in/Salaries/director-product-marketing-salary-SRCH_KO0,26.htm
https://www.glassdoor.co.in/Salaries/chief-marketing-officer-salary-SRCH_KO0,23.htm
https://www.glassdoor.co.in/Salaries/growth-marketing-manager-salary-SRCH_KO0,24.htm
https://www.glassdoor.co.in/Salaries/customer-success-manager-salary-SRCH_KO0,24.htm
https://www.ambitionbox.com/profile/vice-president-marketing-salary
https://professionalprograms.mit.edu/blog/design/why-95-of-new-products-miss-the-mark-and-how-yours-can-avoid-the-same-fate/