Hiring Guide

Product Marketing Manager

Specific duties of a Product Marketing Manager can vary from business to business — along with factors like company culture, work environment, and team dynamics — it’s vital to tailor any job description and interview content to your company’s needs and expectations.

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Product Marketing Manager interview templates

Why you should hire a Product Marketing Manager

Product Marketing Managers help companies achieve success by creating demand for products through marketing strategy roadmaps. They work at the intersection of marketing, sales, and product development to coordinate and execute product launch campaigns to ensure a business’ products reach its target audience and benefits its users.

In this hiring guide, we'll provide everything you need to hire a great Product Marketing Manager.

Top 12 skills for Product Marketing Managers

Market and Customer Research

User Research
Market Research
Critical/Analytical Thinking

Messaging and Positioning

Storytelling
Creativity
Marketing

Sales Enablement

Training Sales Teams
Product Knowledge
Strategic Sales Planning

Product Launches

Business Acumen
Influencing
Project Management

Sample Product Marketing Manager job description

Product Marketing Managers are responsible for the messaging, positioning, and demand for a company’s products by designing and executing marketing strategy roadmaps. They are primarily responsible for conducting market research to develop a deep understanding of the customer and identify current trends, identifying key product features that will attract customers, and planning product launches by creating marketing campaigns focusing on these features. Effective Product Marketing Managers tend to also have strong project management skills in order to plan, coordinate, and deliver product launches effectively. 

Product Marketing Managers also collaborate cross-functionally with the marketing, sales, and product teams to ensure a company’s products reach its target audience and benefit its users. Some of these specific tasks include training sales forces to sell products effectively, creating marketing materials for products, and developing tools to create new demand for products or feature releases. This role requires strong leadership and communication skills, marketing knowledge and expertise, and a deep understanding of business operations to achieve success.

Sample questions for Product Marketing Managers

Question 1

Part of your job as a Product Marketing Manager is conducting user research to inform marketing strategies for product and feature launches. Walk me through the steps you would take to effectively conduct user research.

Scott Parish Portrait image
Scott Parish
CEO, Sr Product Marketing Manager - 16 years professional experience

What does this question reveal?

Candidate has the ability to prioritize the target customer’s needs/wants in marketing campaigns

Answer tips

  • Explains the goals/vision of the campaign and why it was relevant for the business
  • Explains how they used customer/market data to inform their strategy
  • Emphasizes the importance of targeting the relevant customer to achieve campaign success
  • Notes the importance of aligning all teams on the messaging and campaign objectives
  • Shares specific campaign metrics/KPIs as evidence of the campaign’s success

Question 2

Tell me about some best practices you’ve used in the past to effectively position the narrative for a product or feature release. Why were these effective?

Scott Parish Portrait image
Scott Parish
CEO, Sr Product Marketing Manager - 16 years professional experience

What does this question reveal?

Candidate has the ability to create simple and memorable messages using a storytelling arch to position products/features effectively

Answer tips

  • Shares a structured approach for creating a story/message about the product (e.g. Minto Pyramid Principle)
  • Uses a storytelling arch to hook the audience
  • Recounts pains and presents solution with supporting evidence
  • Keeps messages simple and concise
  • Ensures message is tailored to a particular product/feature