All related (66)
Teresa Haun
Senior Director, Technology Marketing and Communications at Zendesk
For product marketers that want to stay in product marketing, the classic career path I usually see in terms of roles and titles is PMM → Senior PMM → Group or Principal PMM → Director → Senior Director → VP → SVP → CMO. From my experience, I’ve seen managing a report or a team typically starts at the Group or Principal level and then expands each time you progress from there, sometimes it also happens at the Senior level. I haven’t seen a path in PMM to remain an individual contributor past the Principal level. In order to progress further once you do start managing, I think it’s all about...more
Brandon McGraw
Sr. Director, Head of Product Marketing at DoorDash
I think typical is atypical in PMM. I come from a background in brand before and have managed team members that came from consulting, manufacturing, advertising, as well as traditional marketers. Many of those past team members have gone on to careers in other parts of marketing, to product, or to careers in strategy/business line ownership. Many have built careers as leaders of growing PMM teams too. One of the things I love about Product Marketing is how customer-centric it is and I believe that prepares you for a wide-variety of careers. If the path to CMO isn't your end-goal, fear no...more
Daniel Kuperman
Head of Product Marketing, ITSM at Atlassian
That's an especially important question for PMM leaders today. There are a few key components to pay attention to: - Compensation - Work - Growth First is to ensure your people are being paid fairly. This means always keeping an eye on the market rate for people on your team and whether they are below, above, or in the middle range for the base pay. At larger companies, your HR team will be able to provide that, but at smaller companies and startups, you'll have to do some research using third-party sites like Glassdoor, Salary.com, Payscale.com, and others. If you spot someone on you...more
Robin Pam
Product Marketing Lead at Stripe
There’s no one typical path. Product marketers are often utility players, and get into product marketing from a wide range of backgrounds like content, campaigns, sales engineering or enablement, or even product. Once you’re in a product marketing role, you can expect to put in your time as an individual contributor for several years. The next step might be to make the leap to leading a team of product marketers, then a broader team of marketers.   Many VPs of Marketing and CMOs are starting to come from product marketing backgrounds because of the focus on strategy, messaging and positio...more
Carrie Zhang
Product Lead (fmr Head of Product Marketing) at Square
I see 3 ways to grow our career: 1. Continue down the product marketing career path. At some point, you will be capped at a VP or Director of product marketing role 2. Get broader channel marketing experience (the most important one being paid marketing) and become a CMO somewhere. Choose this path if Marketing is your ultimate passion 3. Learn more about product management and other business fundamentals and become a General Manager/ CEO leading a line of business. Choose this path if you love being a P&L owner, and all the glory and stress that comes with it W...more
Brianne Shally
Head of Product Marketing at Nextdoor
It’s difficult to define growth by titles since titles vary greatly by company and company maturity. Also, more and more companies are shying away from title heavy culture. When you consider growth and trajectory, I encourage you to evaluate it based on your goals, what you want to learn, and what you want to do next vs. a title. Focusing on obtaining a title can be short sighted and may result on you being lost after you achieve it. That said, with career progression top of mind, here are some tips:  * Perform at the next level: Companies want to see that you can demonstrate perfor...more
Priyanka Srinivasan
Head of Product & Partner Marketing at Qualia
I think there could be a number of career paths for PMM. In our team, we see everything from Sales (i.e, former AE), to Product Manager, to content marketer to solutions consultant. I think each of these has their ‘edge’ - for example, coming from sales you have a really unique perspective having had to actually sell and deliver messaging on the front lines. An SC has a more technical perspective and they’re a great fit for a technical PMM role. I personally came from a combination of management consulting and operations and, as a result, I’ve been able to carve out a niche for myself more...more
Ryan Van Wagoner
Head of Product Marketing at Forethought
Great question! Product marketing has been getting a lot of attention recently as a top career choice for anyone interested in marketing or strategy, but the truth is everyone's career path is different and product marketing may look different from one role or company to the next.  The product marketing role sits at the intersection of product, sales, customer success, and core marketing, which means: - Some PMMs will specialize more in product: release marketing, product launches, product & feature messaging, etc. - Some PMMs will specialize more in sales: sales enablement, competitive ...more
Carrie Zhang
Product Lead (fmr Head of Product Marketing) at Square
Covered this a bit in another question. PMM can bring a very strong customer perspective when it comes to product development. To have a seat at the table though, you have to do the work. This is what we do to bring customers perspective to our product teams: * Visit, shadow, do work at our customers. No research can compare to the insights you get by actually being in the shoes of our customers - in our case, small businesses * Talk to customer facing teams (Sales, Account Management, Support) and synthesize feedback. They are on the frontline all the time. You will be surpr...more
Francisco M. T. Bram
Vice President of Marketing at Albertsons Companies
Unlike highly specialized roles like Finance, Engineering or even HR that traditionally have vertical careers, I don’t believe Product Marketing has a typical career path. As a generalist role, working as a Product Marketer allows you to gain exposure and experience across different functions, from customer research and product management to marketing and sales. I have friends and former colleagues that recently pivoted from Product Marketing to Product Management.  Nonetheless, I believe the most common career path for a Product Marketer Manager is to develop into the leader of the team...more
Indy Sen
VP Marketing at PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
That's a good question. I think it will vary based on when you start your career as a PMM and where. I've seen PMM leaders go on to be CMOs and founders, or successfully transition over to areas like product management and general management.  In terms of roles/titles, you typically see a progression of the following type:  Product Marketing Manager (PMM) Senior PMM Group PMM Director PMM, Senior Director VP  Bigger firms like Google als have entry-level programs like the associate product marketing manager program (APMM) which are simply amazing and help you figure out whether t...more
Christy Roach
Head of Portfolio & Engagement Product Marketing at Airtable
The most important thing to keep in mind is this: having the product marketing title doesn’t automatically mean you get to influence the roadmap. You have to put in the work and show your value to get a seat at the table. There are three big levers to pull here to help you shift the way product marketing works from a team that’s just responsible for the launch of a product to one that’s involved in the entire product process. 1. Create a partnership with your PM: When you’re thinking about how to influence, you’re probably thinking about managing up and influencing people who are more se...more
Christy Roach
Head of Portfolio & Engagement Product Marketing at Airtable
It’s hard to pinpoint “typical” because product marketing is a field that sets you up for a few different paths depending on what you want to do. Being a product marketer gives you problem-solving, strategy, and execution skills that can help you in so many different careers so I wouldn’t want to say there is one specific path you should take. That said, I’ll talk through the one that I’ve walked, and that I’ve seen many of my peers take as well: Very few people are product marketing managers as their first job out of college. Some large companies have associate product marketing manager (...more
Dana Barrett
Head of Talent Acquisition, Strategy & Operations at Asana
I don’t think there is a typical career path for Product Marketers. I personally started my career in investment banking and consulting and transitioned into a corporate role via Operations. I made the transition to Product Marketing by networking and building relationships while I was working in Operations. I built a relationship with someone who gave me the opportunity to work in product marketing even though I didn’t have experience. From there, I worked on products that I loved (video for many years) and did whatever was required to ensure my products were successful. I did everything ...more
LeTisha Shaw
Director, Product Marketing at UserTesting

Yes, this is a pretty standard PMM interview question. When I ask, I am typically looking to see if the candidate understands product launch and go-to-market fundamentals. I'm also interested in which parts of the launch they led (i.e. was it a specific marketing channel or soup-to-nuts?). 

I also like to ask different variations of this question, like "tell me about a product launch that did not go well and you had to get back on track" because let's be honest, not every launch goes exactly the way we plan :)

Feng Hong
Global Product Marketing Manager at TikTok
Well, that depends on the role. If you're writing a lot of content and not driving a lot of strategy, you probably should be a content marketer or a writer. If you own strategy of product marketing, and product marketing is an important marketing function to drive growth, then I'd say there's a clear path to director of product marketing. You can look at a company that's at the forefront of marketing to see how important product marketing is, Hubspot. (you can also look at Salesforce, etc.) A PMM there for three years (Meghan Keaney Anderson) made it to Product Marketing Director and then u...more
Mike Flouton
VP, Product at Barracuda Networks
The PMM part of the typical career is pretty straight forward. Generally, you will start as a PMM. In larger orgs, you may take on a Sr. PMM or Principal PMM title as you become more of a senior individual contributor. Director is next, which may be an IC or your first management role. In larger orgs, the directors may all roll up to a VP of PMM.    What's maybe less obvious is what comes before and after the PMM stage of your career. In terms of getting into PMM, most commonly people are coming from a PM or Sales Engineering background. Occasionally, someone will come out of a tech writi...more
Patrick Cuttica
Senior Product Marketing Manager at Square
This depends heavily on the make-up of your company and your product portfolio. Early on, I thought of our team as product marketing generalists. Each PMM covered a wide range of responsibilites tied to the commercialization of our product straetgy including: core product positioning, product launches and release management, various sales enablement efforts, assisting with in-app copywriting, executing internal product enablement (technical trainings, demo environment, etc.). Over time, we began to further specialize.  I think the key is understanding the core needs of your main stakehol...more