Product Marketing Manager Salary [2021 Data]
Status of the Job 2021: Product Marketing Manager
Over the past year, the Covid-19 pandemic has brought unprecedented change to organizations across all industries and sectors. As organizations scrambled to innovate and deliver tools and technologies that enabled digital transformation, Product Marketing Managers moved into the spotlight. By creating effective messaging and marketing programs, they got the word out about product innovations that could help make customers’ lives easier by addressing the challenges of the pandemic.
Despite the eventual widespread availability of vaccines, it will take months to inoculate everyone. Many people will continue to work remotely for some time, which means digital tools for a variety of functions will continue to be critical. Now that the mad rush to deploy them is over, companies will be re-evaluating their choices and looking for best-in-class solutions that offer innovative features and functionality.
As a key partner to product management and product development, Product Marketing Managers will continue to play a critical role in understanding market needs and trends, and generating demand for new products to help organizations remain competitive as the world transitions to a “new normal” in 2021 and beyond.
What is a Product Marketing Manager?
The primary responsibility of a Product Marketing Manager is to create demand for a company’s products. They are a critical partner to product management, collaborating on market dynamics, competitive situation, and customer needs, all to develop a winning product strategy. They analyze brand performance and product trends, and manage and implement marketing activities to maximize awareness and sales. They must demonstrate success with positioning and launching products, strong verbal and written communication skills, copywriting prowess, and a solid understanding of how products are sold across channels.
Product Marketing Managers work to deliver a variety of written documentation to support sales and marketing, such as market strategy documents and launch plans, datasheets, solution briefs, presentations, web copy, and more. They are often tasked with developing buyer personas and providing competitive information and analysis to inform go-to-market strategies. Product Marketing Managers have varying education levels, from bachelor’s degrees to MBAs and additional certifications.
Product Marketing Manager Salary for 2021
Product Marketing Managers are in high demand throughout the U.S., particularly in technology hubs like the San Francisco Bay Area, LA, and New York. But more technology meccas are popping up across the country, giving Product Marketing Managers more options. For example, several companies, including Tesla, HP, and Oracle, announced they’ll be moving some of their operations to Texas. Miami is also becoming a center of tech innovation.
With more options to choose from, Product Marketing Managers will have negotiating power. How much does a Product Marketing Manager make? The answer varies, depending on experience, industry, location, and specialization.
Salary data listed below was reported from Salary.com, Glassdoor.com, and ZipRecruiter.com, and is based on U.S. averages.
Product Marketing Manager Salary Total Compensation $121,690
While the average entry-level product marketing assistant has an average salary of $43,630, Product Marketing Managers with experience can make a base salary of up to $145,323 or higher, depending on the industry and location. The median base salary for a Product Marketing Manager in the U.S. is $111, 890.
However, when calculating the total compensation, you should also consider benefits offered and any potential bonus pay. Benefits can be a substantial part of overall pay, and some companies will offer large bonuses either annually or paid out over the course of the year. Total compensation for Product Marketing Managers ranges from $87,875 to $163,338, with the median at $121,690.
As a Product Marketing Manager moves up the chain of command, total compensation increases. Senior Product Marketing Managers earn between $107,968 to $202,917, with a median total compensation of $135,290.
Director of Product Marketing Management Salary Total Compensation $202,383
The Director of Product Marketing directs and oversees all aspects of product marketing, including understanding trends and analyzing competitors, and managing the strategic product marketing roadmap. Typically reporting to a company’s top leadership team, they work closely with product management leadership, overseeing go-to-market plans and product marketing activities to ensure maximum impact from product launches.
This position requires a minimum of five years of managerial experience and a demonstrated ability to manage Product Marketing Managers and entry-level product marketing staff.
The base salary for Director of Product Marketing Management ranges from $138,348 to $217,173, with a median of $173,233. Total compensation ranges from $152,826 to $268,561, with a median of $202,383.
VP of Product Marketing Salary Total Compensation $291,000
The most senior-level position in Product Marketing is the VP of Product Marketing. A member of the executive team reporting to either the Chief Marketing Officer (CMO) or the CEO, the VP of Product Marketing is responsible for the entire Product Marketing function, making sure the team is successfully building market awareness for a company’s products and doing their part to fill the sales pipeline.
According to Glassdoor salary data, the base salary for a VP of Product Marketing ranges from $136,000 to $239,000, with a median salary of $198,891. (This doesn’t include additional compensation from benefits and bonuses).
Product Marketing Manager Salaries by Location
Depending on the location, salaries for Product Marketing Managers fluctuate quite a bit. In technology hubs like San Jose, CA and other areas where the cost of living is substantially higher than the national average, Product Marketing Managers have greater earning potential than in other areas of the country. Below are the top 10 highest paying cities for Product Marketing Managers, according to ZipRecruiter data.
4 Ways to Increase your Product Marketing Management Salary in 2021
Product Marketing Manager skills are undeniably in high demand. How do you become successful and demand top dollar? Here are four ways to build your skillset, get noticed, and increase your salary as you work your way up the ranks:
- Assess your skills. Product Marketing Manager roles require a vast array of skills, so the more you have the better. First, take a closer look at your skillset and compare it to our in-depth description of the role and skills of a Product Marketing Manager linked above. Next, do a little digging to see what specific skills Product Marketing Managers need in your target industry. If you’re looking at joining a new company, investigate whether there are specific capabilities they’re looking for, as well. Perhaps you’ll discover your experience is solid in a few of the required skills, while others could use a little TLC. Better to prepare ahead, before getting in over your head!
- Brush up on your interview skills. Once you’ve landed an interview, make sure you’re prepared. The way you present yourself will not only make or break your chances of progressing to the next step, it could shape your offer. Do your homework and be ready for any question that comes your way. This blog post is a good resource for learning more about the types of questions you may be asked.
- Keep learning. Did you assess your skills yet? It’s time to fill in the gaps. Online training is a great way to round out your skillset, and you may also discover some new areas of interest you hadn’t thought of. Attending training courses to expand your knowledge is easier than you might think, thanks to new live online and self-study options you can leverage when it’s convenient for your schedule.
- Become certified: One way to really stand out from other applicants is to have a certification under your belt. Becoming a Certified Product Marketing Manager demonstrates that you have proficiency in the skills that matter most to the role, express the dedication to advance in your career, and shows hiring managers you are going beyond just on-the-job work experience to improve your skills.
Never Stop Growing
Regardless of your career and salary aspirations, research shows that being fulfilled in your job is closely linked to ongoing personal and professional development. 280 Group can help you build the knowledge and skills you need to achieve your personal and professional goals and get on a path of continuous learning. Contact us today so we can explore all the ways you can leverage our training courses to expand your options and become more marketable. Or, check out our Optimal Product Management training program, to see how easy it is to become a Certified Product Marketing Manager.