TGK Product Manager Description
(AKA Product Experience Manager, Product Development Manager)
- Identify new market segment opportunities (keto, clean eating, business travelers, etc.). Clone and mold existing product lines to new markets. Propose and launch new product configurations for new markets.
- Adapt and optimize existing product lines to target market to reduce friction and increase product/market fit as measured by retention metrics. Work directly with customer support and customers themselves to gain feedback and shape decisions.
- Work in tandem with product marketing team to communicate product value proposition to market for new and existing products.
- Work with Food Manufacturing staff to generate new product lines, adapt existing product lines, and plan timely manufacturing and delivery of product around marketing efforts.
- Take initiative. Utilize a data driven approach to strategize and execute product management objectives. Bridge departments to maximize the product experience for all customers.
What does the Product Manager Do?
- Identify profitable opportunities that meet market needs
- Launch products into markets
- Oversee products already in the market
- Wind down products that no longer meet market needs
A product manager analyzes market data to make intelligent decisions, chart the course, and captain a product towards its intended destination.
Reference: Product Manager 101: What Does a Product Manager Do?
What are the core aspects of product leadership that a product manager should be accountable for?
Strategy
The product manager is responsible for setting a product vision and strategy. Their job is to clearly articulate the business value to the product/manufacturing team so they understand the intent behind the new product or product release. They own the strategy behind the product along with its roadmap and must work with engineering/manufacturing to build what matters.
Releases
PMs must plan for what their teams will deliver and when they will deliver it. This holds true no matter which development methodologies product teams use. The product manager owns the release aspect of product.
Ideation
Every organization wants better ideas — but it is tough to manage and prioritize them. Product managers own ideation — the creative process of generating, developing, and curating new ideas. They collect, curate, and promote the most relevant ideas into features. They know which ideas should be promoted to features — the ones that will achieve key objectives for the product line and business. They also ensure that key feedback and requests are seamlessly integrated into their product planning and development processes.
Features
The product manager defines the features and requirements necessary to deliver a complete product to market and lead the product team to success. They are responsible for articulating the ‘what’ and working with engineering/manufacturing to determine the ‘when.’
Go-to-market
The product manager is typically seen as the CEO of a product. For the product manager, this means they are responsible for making product decisions and often is the lead resource for the rest of the organization when deep product expertise is required. This includes supporting the organizations that help bring the product to market and work directly with customers — namely marketing, sales, and support.
Reference:
What is the Role of a Product Manager?
Product Management vs Product Marketing
| Product Management | Product Marketing |
| Fits products to markets | Fits products to channels |
| Inbound – Develops core value proposition to solve target market problems | Outbound – Communicates core value proposition to market via a hook |
| Minimizes product time to value | Communicates time to value to audience |
| Bakes in “stickiness” and retention to product. Develops onboarding and support materials. | Omni channel publishing of support materials. |
| Coordinates team to build product | Coordinates team to engage audience |
| Product Strategy – what market segments to go after, what order to go after them, what customer/user types to prioritize | Marketing Strategy – Campaign structure to build and retain audiences |
| Shared Responsibilities | |
| Market Research: Develops target market personas, analyzes target market problems, and defines target market motivations | |
| Pricing | |
| Launch Strategy and Execution | |
| Product Packaging | |
Reference:
Product Marketing vs. Product Management
Product Management vs. Product Marketing. The struggle is real.
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