How to Make the Jump from Senior Manager to Director Level in Product Marketing

Moving up the corporate ladder is a common goal for many professionals, and the transition from senior manager to director level is a significant milestone. However, this transition can be challenging, requiring a combination of skills, experience, and strategic thinking. In this comprehensive guide, we'll discuss the key factors to consider in making the jump to director level, drawing on insights from experienced product marketing professionals.

Understanding the Differences Between Senior Manager and Director Roles

Before diving into the steps to make the jump, it's essential to understand the differences between senior manager and director roles. According to Leandro Margulis, Head of Product at Prove, the main differences between these levels typically include:

• Ability to manage a larger scope
• Strategic view
• Executive presence
• Ability to manage people (if the role requires it)

By understanding these differences, you can better prepare yourself for the challenges and responsibilities of a director role.

Focusing on Skills and Experience

To make the jump to director level, you need to develop the necessary skills and gain relevant experience. Rayleen Hsu, Head of Consumer Product Marketing at Nextdoor, suggests focusing on the following areas:

• Clearly defining your team's purpose and strategy: Align your strategy with the company's objectives and focus on achieving goals that matter to the organization.
• Driving business impact individually: Demonstrate your value by taking ownership of significant initiatives and delivering results.
• Developing executive presence: Cultivate a strong presence, showcasing your leadership qualities, strategic thinking, and ability to make firm decisions.
• Managing people effectively: Help your team grow and succeed by providing support, guidance, and opportunities for development.

By focusing on these areas, you can demonstrate your readiness for a director role and increase your chances of being promoted.

Seeking Opportunities and Advocacy

Pallavi Vanacharla, Vice President Product Marketing at New Relic, emphasizes the importance of seeking opportunities and finding a sponsor within your company to advocate for your promotion. To do this, she recommends:

• Taking on high-visibility projects: Seek out projects that will showcase your skills and make a tangible impact on the organization.
• Performing at the level you want to be at: Demonstrate your ability to handle the responsibilities of a director role before you are promoted.
• Building relationships with influential people: Identify potential sponsors within your company and make sure they are aware of your successes and potential.

By proactively seeking opportunities and building relationships, you can increase your chances of being promoted to director level.

Communication and Self-Advocacy

Hege Thorbjornsen Starling, Director of Product Marketing & Development at hims & hers, emphasizes the importance of communicating your career goals with your direct manager. By discussing your aspirations, you can work together to develop a plan to achieve your desired promotion. Additionally, she suggests:

• Being proud of and celebrating your accomplishments: Make sure key decision-makers are aware of your achievements and contributions.
• Asking for the opportunities you want: Speak up about your interests and work with your manager to create a plan to help you reach your goals.
• Developing advocates among your cross-functional partners: Build strong relationships with colleagues in other departments to gain their support and visibility into your accomplishments.

By communicating your goals and advocating for yourself, you can position yourself for a promotion to director level.

Conclusion

Making the jump from senior manager to director level in product marketing requires a combination of skills, experience, and strategic thinking. By focusing on the key areas outlined in this guide, you can prepare yourself for the challenges and responsibilities of a director role. Remember to communicate your goals, seek opportunities, and build relationships with influential colleagues to increase your chances of being promoted.

With insights from:

• Leandro Margulis, Head of Product at Prove
• Rayleen Hsu, Head of Consumer Product Marketing at Nextdoor
• Pallavi Vanacharla, Vice President Product Marketing at New Relic
• Hege Thorbjornsen Starling, Director of Product Marketing & Development at hims & hers