Product Manager
The Product Manager manage the product line life cycle from strategic planning to tactical activities, acting as a liaison to support product positioning and customer demand. He/She guides product development from conception to launch, evaluating product functionalities and performance, and proposing enhancements and/or improvements to products based on market feedback. He analyses potential partner relationships for the product, and generate innovative ideas to grow market share, improve customer experience and drive growth. He works with various teams across the organisation. He is familiar with product development life cycles and management tools, as well as various product positioning approaches. He is also knowledgeable of new and emerging consumer trends in the market. The Product Manager is able to see inter-connections and anticipate issues across all phases of the product life cycle and develop creative strategies to address them. He is an articulate and influential communicator to both internal and external stakeholders and is able to work well in a team environment.
What Does a Product Manager Do?
Key Responsibilities & Tasks
Formulate and implement product development strategy and plans
- Manage the product line life cycle from strategic planning to tactical activities
- Prepare and maintain the organisation’s product roadmap
- Coordinate internal and external product launches
- Analyse reports on revenue and profitability to meet revenue and profitability goals
- Act as a liaison to support product positioning and customer demand
Drive product development
- Guide product development from conception to launch
- Evaluate product functionalities and performance based on market feedback
- Propose enhancements and/or improvements to products based on market feedback
Develop and grow business
- Conduct market research to determine market requirements for current and future products
- Analyse potential partner relationships for the product
- Draft a feature roadmap based on business opportunities and market research
- Drive volume and value from specific markets in collaboration with the sales and marketing team
- Draft business proposals for new opportunities
- Generate innovative ideas to grow market share, improve customer experience and drive growth
Do You Have the Skills for This Role?
A Product Manager needs 3 core competencies. Here's what's required and at what level.
Supporting Skills
Communication
IntermediateInteracting with Others
Global Perspective
IntermediateStaying Relevant
Collaboration
IntermediateInteracting with Others
SkillsFuture Skill Levels
3 levelsBasic
Recognise and understand fundamental concepts. Apply skills in routine situations with guidance.
Intermediate
Apply skills in varied situations independently. Analyse problems and adapt approaches as needed.
Advanced
Lead and innovate in complex situations. Evaluate strategies, guide teams, and drive improvements.
Technical Skills & Competencies (TSC) Levels
6 levelsFollow
Carry out routine tasks under close supervision. Follow established procedures and guidelines.
Assist
Perform tasks with some independence. Assist in non-routine situations and apply established techniques.
Apply
Apply skills and knowledge independently in varied situations. Analyse problems and adapt approaches.
Analyse
Analyse complex situations and develop solutions. Guide and mentor junior colleagues.
Strategise
Set strategic direction and drive innovation. Evaluate trade-offs and make high-impact decisions.
Transform
Lead industry transformation. Establish standards, shape policy, and provide expert advisory.
Technical Skills & Competencies
A Product Manager requires 21 technical skills at specific proficiency levels.
Portfolio Management
Level 4Business and Project Management
Develop IT project plans and analyse their costs and benefits, based on the portfolio objectives and framework
Budgeting
Level 3Business Finance
Prepare business unit’s operational budgets
Business Development
Level 3Sales and Marketing
Conduct research on critical or emerging markets and identify potential leads
Business Environment Analysis
Level 3Business and Project Management
Utilise research instruments, quantitative and qualitative data to gather information on the business environment, evaluate data to draw out meaningful inferences that impact the organisation's market positioning and provide feedback to management
Business Needs Analysis
Level 3Business and Project Management
Elicit and analyse business requirements from key stakeholders and assess relevant solutions and their potential impact
Business Performance Management
Level 3General Management
Monitor performance of the department
Customer Experience Management
Level 3Sales and Marketing
Analyse implications of customer profiles, requirements and buying patterns on organisation's marketing strategy, and propose customer engagement initiatives
Data Analytics
Level 3Business Development
Develop, apply and evaluate algorithms, predictive data modelling and data visualisation to identify underlying trends and patterns in data.
Demand Analysis
Level 3Business and Project Management
Manage activities to carry out demand analysis and analyse market characteristics of products or services to assess its demand outlook
Design Concepts Generation
Level 3Sales and Marketing
Research and evaluate existing information that informs new concept development as well as analyse concepts in terms of their suitability for the target audience or purpose, their feasibility and their commercial potential
Design Thinking Practice
Level 3Design and Architecture
Apply design thinking methodologies and execute design thinking processes to challenge norms and conventions in the organisation
Emerging Technology Synthesis
Level 3Business and Project Management
Conduct research and identify opportunities for new and emerging technology to support the business
Market Research
Level 3Sales and Marketing
Plan market, competitor and customer research activities and analyse trends and dynamics through information gathered
Partnership Management
Level 3Stakeholder and Contract Management
Support the development and coordination of partnerships with external stakeholders and organisations
Pricing Strategy
Level 3Sales and Marketing
Analyse trends to assess impact of internal and external factors on pricing and the effectiveness of pricing policies against competitors
Product Management
Level 3Business and Project Management
Identify competitor, consumer and technology trends impacting the product, and manage the product lifecycle and performance
Project Management
Level 3Business and Project Management
Oversee small projects or programmes, managing timelines, resources, risks and stakeholdersOversee small projects or programmes, managing timelines, resources, risks and stakeholders
Stakeholder Management
Level 3Stakeholder and Contract Management
Serve as the organisation's main contact point for stakeholder communications, clarifying responsibilities among stakholders, and engaging them to align expectations
Strategy Implementation
Level 3Strategy Planning and Implementation
Analyse strategies for critical business functions to ensure plans are within risk mitigation factors
User Experience Design
Level 3Design and Architecture
Analyse and understand the desired experience from target users of IT products and/or services, and develop solutions to address gaps in the overall user experience
User Interface Design
Level 3Design and Architecture
Identify functionalities and information flows to develop components of user interface prototypes, making tweaks to graphical user interfaces
European Skills Framework
ESCOSkills and knowledge areas required for this occupation based on European classification.
Essential
Career Paths from Product Manager
Explore related roles in Infocomm Technology that share similar skill requirements.
Will AI Threaten Your Job?
74Most at risk
Most resilient
Quick Facts
Is Product Manager right for you?
Take the free 10-minute Career Portrait to see which career direction fits your motivations and strengths.
More in Infocomm Technology
Explore all career paths in the Infocomm Technology sector.
View all Infocomm Technology roles