If you are looking for a Head of Product Marketing job role and would like to find out more about what the position involves, read the guide below.
If you’re an employer looking to recruit a Head of Product Marketing, please see our marketing recruitment page.
What is a Head of Product Marketing?
A Head of Product Marketing is a senior leadership role responsible for overseeing all aspects of product marketing strategy and execution. This individual typically leads a team of product marketers and works closely with cross-functional teams such as product management, sales, and marketing to ensure alignment on product positioning, messaging, and go-to-market strategies.
The Head of Product Marketing is tasked with defining the overall product marketing vision, setting goals, and driving initiatives to promote the company’s products effectively in the market. They also play a key role in market research, competitive analysis, pricing strategies, and product launches.
Head of Product Marketing job role
The top 8 responsibilities of a Head of Product Marketing are typically:
- Product positioning and differentiation: Leading efforts to define and refine the unique value propositions of the product, ensuring they stand out in the market and resonate with target customers.
- Competitive analysis: Conducting in-depth analysis of competitors’ products, pricing strategies, and marketing tactics to identify areas of opportunity and inform product positioning and messaging.
- Product launch strategy: Developing strategies for successful product launches, including setting launch timelines, coordinating with internal teams, and implementing go-to-market plans to drive adoption.
- Customer insights and feedback: Gathering and analysing customer feedback, market research data, and user insights to understand customer needs, preferences, and pain points, and use this information to inform product marketing strategies and product roadmap decisions.
- Sales enablement: Creating sales enablement materials such as product collateral and sales decks to hand over to the Sales teams.
- Pricing strategy: Collaborating with pricing teams to develop and refine pricing strategies to ultimately improve revenue and profitability.
- Product messaging: Crafting clear, compelling, and consistent messaging across all marketing channels and materials to effectively communicate the product’s value proposition.
- Tracking performance: Establishing key performance indicators (KPIs) and metrics to track the effectiveness of product marketing efforts. Using this data to inform future tweaks to strategies.
Head of Product Marketing objectives
Although the specific objectives of a Head of Product Marketing will vary business to business, the top five objectives will broadly include these 5 areas. The metrics included are examples and will vary depending on the needs of the specific employer.
Strategic product positioning
Develop and refine the company’s product positioning strategy to achieve a 10% increase in market share within the next fiscal year. Measure success through market share analysis, customer perception surveys, and competitive benchmarking.
Market leadership
Establish the company as a thought leader within the industry by publishing 10 industry-leading whitepapers or research reports annually, resulting in a 10% increase in brand awareness and a 15% increase in inbound leads. Track metrics such as website traffic, lead generation, and social media engagement.
Revenue growth
Drive revenue growth by implementing pricing strategies that result in a 10% increase in average deal size and a 15% increase in annual recurring revenue (ARR). Measure success through sales revenue data, customer acquisition metrics, and customer lifetime value (CLV) analysis.
Customer engagement and loyalty
Increase customer satisfaction and loyalty by achieving a Net Promoter Score (NPS) of 50 or higher and reducing customer churn rate by 10% within the next fiscal year. Monitor NPS scores, customer retention rates, and customer feedback surveys to gauge progress.
Cross-functional collaboration
Ensure effective collaboration across departments and influence decision-making. Measure alignment through regular cross-functional meetings, feedback sessions, and post-launch evaluations.
Head of Product Marketing salary
A Head of Product Marketing salary would reach £80,000 – £100,000.
To achieve the top end of this salary bracket, a Head of Product Marketing would need to show employers:
- their extensive experience in product marketing, within previous businesses and industries
- their proven track record success, including case studies and associated metrics
- their strong leadership capabilities and influencing skills
Head of Product Marketing job description
Review our recently placed Head of Product Marketing job description.
Candidates typically need 8-10 years or more of experience in marketing, with a focus on product marketing, brand management, or related areas to achieve a Head of Product Marketing job. This experience should include progressively increasing responsibilities, with demonstrated success in developing and executing marketing strategies, driving revenue growth, and leading cross-functional teams. Some employers may prefer candidates with advanced degrees or certifications in marketing or business as well.
What skills employers looking for in Product Marketing?
Employers typically seek a combination of hard and soft skills when hiring a Product Marketing Manager, coupled with specific traits and characteristics.
Hard skills:
- Market research and analysis
- Product positioning and messaging
- Go-to-Market strategy experience
- Sales enablement
- Data Analysis and focus on metrics
- Content development and marketing
- Project management
- Digital marketing
- Presentation skills
- Technology experience
Soft skills
- Leadership:
- Communication
- Strategic thinking
- Creativity
- Adaptability
- Empathy
- Customer centric
- Resilience
- Emotional Intelligence
Traits
- Results driven
- Visionary
- Analytical
- Influential
- Entrepreneurial
- Ethical
- Passionate
Other Product Marketing roles we recruit for
Head of Product Marketing FAQs
- What does product marketing do?
- Product marketing involves researching the market, understanding customer needs, and positioning products effectively to stand out from competitors. It focuses on crafting compelling messaging, devising go-to-market strategies, setting pricing, enabling sales teams, gathering customer feedback, and orchestrating product launches. Ultimately, product marketing ensures that products meet customer needs, communicate value effectively, and achieve business objectives.
- Is product marketing a good career?
- Product marketing is a rewarding career path for candidates who thrive on creativity, strategic thinking, and collaboration. It provides opportunities to shape product strategies, work closely with diverse teams, and make a tangible impact on the success of products in the market.
- What is the salary of a Head of Product Marketing?
- A Head of Product Marketing should expect to receive a salary of £80,000 - £100,000 in today's market in London and the wider UK.
