Product Manager Job Description & Specification

What product managers and product marketers do varies from company to company. There is no single product manager job description that can cover all the different ways these roles are set up.

The information on this page is here to help you develop a job description or job specification that is right for your situation.

Click on the icon below to download a set of templates.





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Product Manager Job Description

Product management is the job of looking after a specific product within a business.

A product manager is responsible for the overall success of their product. Some people describe it as owning your own business (your product) inside a larger organisation.

There are two parts to the job – developing new products and features, and managing those that are already launched or ‘in-life’.

There’s a lot to do and different skills are needed. The full product management role is often split across different people – which makes the product manager job description tricky. Some product managers work with the development team and others focus on how the product is marketed and sold. Job titles vary and no two companies are set up in exactly the same way.

It’s a role at the very heart of a business that needs to balance the need to make money with what’s technically possible, the demands of customers and the impact on different parts of the organisation.

In summary, the full product manager role is responsible for

  • product planning, delivery, launch and marketing throughout the product lifecycle
  • developing a vision and roadmap for the product based on input from internal stakeholders, customers and the market
  • developing a forecast for the product (Business Case) and managing its delivery
  • working closely with Development/Engineering and other teams to deliver a product that aligns with this vision and meets market needs
  • identifying the key benefits and value proposition of their product to help the sales and marketing teams
  • fixing issues with existing products

Typical candidate attributes include

  • Excellent written, verbal and presentation communication skills
  • Proven ability to work under pressure and deliver
  • Commercial and customer focus
  • Excellent teamwork skills
  • Ability to motivate and drive cross-functional teams without formal authority

Product Manager vs Product Owner

A common question we get asked is “What is the difference between a Product Manager and a Product Owner?”.

You can see our thoughts in this blog post, A Product Owner is not a Product Manager.

You can also listen to our great webinar on the topic Product Manager vs Product Owner – who does what?

Product Management vs Product Marketing

Another question we get asked is “What is the difference between product management and product marketing?”

There are various views on this but you can see our thoughts in this webinar on Product Management vs Product Marketing.

How to make sure everything is covered

Our Product Activities Framework identifies all the product activities that should take place in any company with products.

All these activities should be owned by product management or the other areas that work on the product. Use it to check your job description is complete.

Sign-up for a free copy here.

Product Activities Framework. Use it to work out your ideal Product Manager Job Description

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The course went really well last week – the delegates were very complimentary and found the course really useful, especially those who are newer into their roles.
Hayley Cooke - People Business Partner, Inspired Gaming
After two years of getting punched, kicked and beat down I feel as though you have just taught me karate, and I am looking forward to immediately putting into practice all of the tools, techniques and best practices to fight back. Thank you for an excellent three days of Product Management training.
Richard Fletcher - Product Manager Security Products, Johnson Controls
Overnight after the training it became easier to raise issues and design decisions. I can thank the exercises and discussions in class. In future I look forward to applying a few of the techniques when talking with customers, and gaining their feedback on first release… 
Roy Matthews - Business Analyst, Dunnhumby
Thanks so much for running this course. I cannot even begin to tell you how helpful it was for me. I now feel equipped with the tools I need to do a great job. Many thanks!
Sam Cassidy - Product Manager, John Wiley & Sons
Well structured content and solid theory. Makes a massive difference when the presenters are passionate about their subject. Highly recommended for product managers of all abilities and experience.
Andrew Scarborough - Product Marketing Manager, Bottomline Technologies
The tools, templates and checklists provided are super useful. I love the fact that they’re changeable so I can easily adjust them to my company’s way of working.
Karin Kuster - Product Manager, Iddink Group
We recently used Product Focus to deliver some excellent bespoke training to our Product and Marketing team and the feedback was really great – thank you!
Hanna Smith - HR Director, Madgex
Anyone who would benefit from understanding the role of product management should attend this course. One of the best training courses I have done, the pace was just right, it was very interesting and engaging. Never boring.
Conor Tweed - Product Analyst, Realex Payments
Excellent course, wish I'd done this a year ago when I started as a PM. It would’ve changed my view on leaving product management, but decision already made!
Cheryl Paterson - Product Manager, Allocate Software
Product Focus is one of the best run specialist training businesses I’ve visited. They are clearly positioned as market leaders in their field. They produce high quality output through marketing, sales and training delivery materials and their back office is run in the same high-quality manner.
Doug Shaw - Learning & Performance Institute (LPI)

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