Launching a new product in the online age has become and art form. You will need product managers, growth hackers and all sorts of other deep niche digital marketers to get a new product launched depending on the market you are targeting!

Today I want to look at the role of the Product Manager as he or she is the absolute key to getting the product from drawing board to market.

To say the Product Manager is a jack of all trades is to diss the role, but he or she does need to be an expert in many different facets of the digital marketing skillset.

Helicopter View

It is also vital that the modern Product Manager can see the bigger picture. It is their role to ensure the process of getting the product off the drawing board, into production and out to market is properly managed and everything runs smoothly.

This can cover everything from product planning, marketing and management through the lifecycle.

Marketing Based Activities

However, they are also responsbile for gathering, collating and prioritizing product and customer requirements, but more importantly it is their role to define the product vision.

They will then need to work closely with engineering, to deliver the product to the exacting standards required.

You would have thought that would be enough, but moving on the Product Manager still has to be awrae of and involved with ensuring revenue and customer satisfaction targets are met.

Diverse Skillset

This leads to the product manager having a diverse skillset that covers a broad range of subjects including (but not limited to):-

  • Knwoledge of target market
  • Product knowledge
  • Conpettitive knowledge
  • Technical skills
  • Marketing skills (specific and broad)
  • Methodolgy and process driven
  • Skilled negotiator (at all levels to the most senior)
  • Organisational ability in a diverse environment
  • Communication expert
  • Collaborator
  • Analytical
  • Product specialist

So, as you can see a diverse portfolio.

Product ManagerJobs

What’s it like to be interviewed for a Product manager job?


So, definitely a complex job role.

Demand For Product Managers

As wiith all things that have happened in the COVID pandemic the landscape for Product Management has changed massively.

As more and more products go online versus the failing high street the demand for these skills has increased rapidly in 2020. With many high street shops once again closed people have flocked to the online retailers. Amazon are cleaning up as are other major online stores.

Even Aldi and Lidl have decided they have to now compete online. Obviously the likes of Waitrose and Sainsburys have a huge lead in this area with mature operations. But, this is also driving massive demand in the digital space as well.

Finding a good product management recruitment agency is hard enough, but now demand is far higher than supply you’ll need a recruiter that is pro-active in the market, not just reactive.

Finding The Right Recruiter

Ideally you’ll want a recruitment agency that is highy experienced in the digital space generally and the product management space specifically.

They should be able to demonstrate an extensive track record of success in recruiting the skillset and have an extensive database to work from allowing that proactivity.

They should also come on to yyour site to fully understand your environment and understand what is important in your organisation when hiring for such a cucial role.

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