A deep dive into the product manager career path

Product managers (PMs) occupy the intersection between technology and creativity. As the bridge between brilliant ideas and practical implementation, a PM creates products that both delight users and contribute to the success of their organization. But what exactly does the product manager career path entail? And how can you navigate the various opportunities on offer?

In this guide, we’ll dive deep (and we mean deep) into the product manager career path, sharing important definitions, and guiding you through the various responsibilities, titles, promotion routes, and hiring criteria that fall under the broad product manager umbrella. Let’s begin!

What is a product manager? 

As the link between exciting ideas and practical implementation, a PM is responsible for bringing products to life in a way that’s profitable. 

They own the entire life cycle of a product, from conception to launch and beyond. They act as the central hub for product development, connecting the dots between various teams such as engineering, design, marketing, and sales.

A PM’s primary goal is to ensure that the product vision aligns with the needs of the users and the strategic objectives of the organization. We’ll take a closer look at this role, and where it sits within the general product manager career path later on in the article. 

Delivery manager vs. program manager vs. product manager

You may come across various titles that seem similar — and some companies use these interchangeably. While they may have different core responsibilities and areas of focus, these roles often collaborate and complement each other, contributing to the overall success of a product or project. Let’s break things down.

Delivery manager

A delivery manager is primarily responsible for ensuring that a product or project is delivered on time, within budget, and meets the agreed-upon quality standards. 

They focus on managing resources, schedules, and budgets, and often work closely with product managers, ensuring that the product development process runs smoothly and efficiently. While their role might not include defining the product vision or strategy, they play a crucial part in the successful execution of product initiatives.

Program manager

A program manager oversees a group of related projects or products within an organization, ensuring that they align with the company’s strategic goals and objectives. 

Their focus is on the broader picture, coordinating and synchronizing the efforts of multiple project teams, including product managers, to achieve a common goal. Although their role may not be directly involved in crafting product strategy or vision, they are key to ensuring that different projects or products under their purview work together seamlessly and deliver the desired outcomes.

Project manager

A project manager, like a delivery manager, is responsible for the successful execution of a project, typically within a predefined scope, time, and budget. 

They work closely with cross-functional teams, including product managers, to plan, execute, monitor, and close projects. While their primary focus is on project-level activities and ensuring timely delivery, they may also collaborate with product managers to ensure that the project’s goals align with the vision.

Typical product manager roles

In the world of product management, there are various titles floating around, each with its unique responsibilities and focus areas. The following list outlines some of the most common product management roles, ranging from entry-level positions to more senior leadership gigs. Here’s what they all mean. 

Associate product manager (APM)

An associate product manager is an entry-level role, often held by recent graduates or professionals new to the field. 

APMs work under the guidance of more experienced product managers, helping out with things like user research, competitive analysis, and feature prioritization. This role offers an excellent starting point for those looking to gain hands-on experience and develop a strong foundation in product management.

APM responsibilities 

While they might not have the same level of authority as a full-fledged product manager, APMs play a crucial role in supporting the development and launch of successful products. Here are some key responsibilities (and this also doubles up as an typical job description): 

Assisting with user research

APMs work closely with their product manager mentors to understand the needs and preferences of users. They might conduct interviews, surveys, or analyze user behavior data to uncover valuable insights that will inform product decisions.

Analyzing market trends

Staying up-to-date with the latest trends and competitors in the market is essential for APMs. They keep an eye on what’s happening in the industry and use this information to help shape product strategies and identify potential opportunities. They also use diagramming tools to collate and present data to managers and the wider team. 

Supporting the development of product roadmaps

APMs play an active role in creating and maintaining product roadmaps, working with their mentors to prioritize features and set realistic timelines. They help ensure that the product development process stays focused on delivering maximum value to users and the organization. 

Collaborating with cross-functional teams

APMs are the glue that helps bind different teams together. They work closely with engineering, design, marketing, and other departments to communicate the product vision, gather feedback, and ensure that everyone is working towards a common goal.

Tracking and reporting on product performance

APMs assist in monitoring key performance indicators (KPIs) and other metrics to evaluate the success of the product. They help identify areas for improvement and work with their mentors to adjust strategies and priorities accordingly.

Continuously learning and growing

As an entry-level role, APMs are expected to be eager learners, actively seeking opportunities to expand their knowledge and hone their skills. This may involve attending industry conferences, participating in training programs, or seeking mentorship from experienced product managers.

Qualifications and skills

1. A bachelor’s degree in a related field (e.g., computer science, engineering, or business) is preferred, but not always necessary. 
2. Strong analytical and problem-solving skills, with the ability to synthesize data and draw meaningful insights.
3. Excellent communication and presentation skills, with the ability to effectively articulate ideas and influence stakeholders.
4. A collaborative mindset, and an ability to work well with cross-functional teams and adapt to changing priorities.
5. A basic understanding of software development processes and Agile methodologies.
6. A passion for creating exceptional user experiences and a keen interest in technology and product development.

Do PMs always start out as an APM?

While starting as an associate product manager can be an excellent way to break into the field of product management, it’s not the only path. 

Many professionals transition into product management from other roles within their organization or industry. Some might come from backgrounds in engineering, design, marketing, or even business analysis, bringing with them unique perspectives and expertise. A genuine passion for creating enjoyable user experiences and a keen understanding of the market are essential qualities for anyone looking to excel in the role.

Hiring managers typically look for candidates who possess a combination of technical aptitude, problem-solving skills, and excellent communication abilities. A strong analytical mindset and the ability to work well in a team environment are also highly valued. 

What is the next step in a career for an APM?

Typically, APMs progress to the role of a product manager, taking on increased responsibility for product strategy, decision-making, and cross-functional team leadership. This transition often occurs after a few years of experience, or once you’ve demonstrated your ability to consistently deliver results and contribute to the success of your product.

Develop your skills, network with other professionals, and stay current with industry trends and best practices via industry conferences, enrolling in professional development courses, or seeking out mentorship opportunities with experienced product managers. By showing your commitment to growth and excellence, you’ll be well-prepared to take on new challenges and advance your career in the world of product management.

Product manager (PM)

Product managers are responsible for defining the product vision, as well as guiding cross-functional teams throughout the entire product lifecycle — from ideation and development to launch and beyond. 

In their day-to-day work, they focus on creating and maintaining product roadmaps, prioritizing features based on user needs and market trends, and using data to boost the product’s performance.

Collaboration is key here, as product managers work closely with a range of people, from engineers, to designers, marketers, and other stakeholders to ensure that everyone is aligned on the product’s goals and objectives. They also serve as the primary point of contact for their product, communicating updates and gathering feedback from both internal and external stakeholders.

PM responsibilities 

As a driving force behind the development and success of a product, PMs have a wide range of duties that require them to wear many hats. Here are some of the key responsibilities:

1. Defining product vision and strategy

Product managers are responsible for setting the overall direction for their product. They create a vision that aligns with the company’s goals and user needs, and then develop a strategy to bring that vision to life.

2. Creating and managing product roadmaps

PMs develop roadmaps that outline the planned features and enhancements for their product, along with timelines for delivery. They regularly update and refine these roadmaps as priorities shift and new information becomes available.

3. Prioritizing features and requirements

They have to make tough decisions about which features to develop and when. They use data, user feedback, and market research to help prioritize their product backlog and ensure they’re focusing on the most valuable improvements.

4. Leading cross-functional teams

PMs work closely with various departments, including engineering, design, and marketing, to ensure everyone is working towards the same product goals. They facilitate communication, address concerns, and help resolve any issues.

5. Conducting user research and gathering feedback

Understanding user needs is crucial for product managers. They actively seek feedback from users through interviews, surveys, and other methods, and use this information to inform product decisions and improvements.

6. Analyzing product performance

PMs track key metrics and analyze data to determine how their product is performing. They use this information to make informed decisions about product strategy, feature prioritization, and areas for improvement.

7. Managing product launches and updates

They play a critical role in the launch of new products or updates. They coordinate with various teams to ensure a smooth release, and may also be involved in crafting messaging, training materials, and other launch-related activities.

8. Staying up-to-date with industry trends and competitor insights

PMs need to be aware of what’s happening in their industry. This knowledge helps them make better-informed decisions and identify new opportunities or potential threats.

Qualifications and skills

1. Bachelor’s degree in a related field (e.g., Computer Science, Engineering, Business) or equivalent experience.
2. Proven experience in product management or a related field, with a track record of successful product launches and cross-functional team leadership.
3. Strong analytical and problem-solving skills, with the ability to synthesize data and draw meaningful insights.
4. Excellent communication and presentation skills, with the ability to effectively articulate ideas and influence stakeholders.
5. Demonstrated leadership and team management abilities, with experience guiding diverse teams towards a common goal.
6. Familiarity with software development processes and agile methodologies.
7. Passion for creating exceptional user experiences and a keen interest in technology and product development.

Can you become a PM with no prior experience?

The short answer? Yes. But it’s not the only way. Many professionals transition into product management from engineering, design, marketing, or even business analysis. In fact, diverse backgrounds bring valuable perspectives and expertise to the table, contributing to the product’s success. As a result, there isn’t a one-size-fits-all approach to becoming a product manager, and many professionals find their own unique path into the role.

What’s the next step in a career for a PM?

Typically, product managers progress to senior positions, such as senior product manager, where they take on more responsibility for product strategy, decision-making, and team leadership. This transition often occurs after several years of experience or when you’ve demonstrated a consistent ability to deliver results and contribute to the success of your product.

To move up the ladder, you should work on developing your skills, networking with other professionals, and staying current with industry trends and best practices. Also consider attending conferences, enrolling in professional development courses, or seeking out mentorship opportunities with experienced product managers — all of which will all help prepare you for new challenges. 

Senior product manager (SPM)  

A senior product manager holds more responsibility and influence within an organization than your typical product manager. With their extensive experience, they typically oversee multiple products or product lines and may lead a team of product managers. SPMs set the strategic direction of their product portfolio, ensuring their teams deliver products that achieve the desired outcomes.

In their daily work, there’s a lot of crossover with product managers, including defining product vision, creating and maintaining product roadmaps, and prioritizing features. But they often handle a broader scope, working on multiple products, or more complex projects than PMs. They also take on a more significant role in decision-making, strategy, and cross-functional team leadership, serving as mentors and guiding forces for their teams.

As SPMs have a more in-depth understanding of their industry, they are expected to be more proactive in identifying trends, opportunities, and risks. They may also be responsible for ensuring that their product portfolio remains competitive and innovative, making recommendations for improvements and expansions.

SPM responsibilities

As a senior product manager, you’ll have a lot on your plate, but it’s all part of the challenge and excitement that comes with the job. Here are some key responsibilities:

1. Shaping product vision and strategy

SPMs are responsible for setting the overall direction for the product(s) and ensuring it aligns with the organization’s goals and user needs. Their experience and industry knowledge helps them craft strategies that keep their products competitive.

2. Developing and managing product roadmaps

They create detailed product roadmaps outlining planned features, enhancements, and timelines for products. It’s their responsibility to keep these roadmaps updated and refined as priorities shift and new information comes to light.

3. Guiding cross-functional teams

Senior product managers work closely with engineering, design, and marketing, to ensure everyone is on the same page. They not only facilitate communication but also serve as a mentor to team members, helping them grow and develop in their roles.

4. Prioritizing features and requirements

They have to make even more critical decisions about which features to develop and when. They’ll use data, user feedback, and market research to prioritize the product backlog, addressing the most valuable improvements first.

5. Analyzing product performance

They keep a close eye on key metrics and analyze data to determine how their product is performing. Armed with this information, they make informed decisions about product strategy, feature prioritization, and areas for improvement.

6. Conducting user research

SPMs also take an active role in understanding user needs and gathering feedback. They use various methods, such as interviews and surveys, to ensure product decisions and improvements are informed by real-world user experiences.

7. Staying ahead of industry trends

They need to be aware of what’s happening in the industry, as well as how competitors are performing. 

8. Managing product launches and updates

Senior product managers play a crucial role in launching new products or updates, coordinating with different teams to ensure a smooth release. Their expertise is also valuable in crafting messaging, training materials, and other launch-related activities.

Qualifications and skills

1. A bachelor’s degree in a related field (e.g., computer science, engineering, business) or equivalent experience.
2. Several years of proven experience in product management or a related field, with a track record of successful product launches and cross-functional team leadership.
3. Strong analytical and problem-solving skills, with the ability to synthesize data and draw meaningful insights.
4. Excellent communication and presentation skills, with the ability to effectively articulate ideas and influence stakeholders.
5. Demonstrated leadership and team management abilities, with experience guiding diverse teams towards a common goal.
6. Familiarity with software development processes and Agile methodologies.
7. Passion for creating exceptional user experiences and a keen interest in technology and product development.

Can you start out as an SPM?

While it’s not impossible to start out here, it’s relatively uncommon. Most professionals in this role have several years of experience in product management or a related field, such as engineering, design, marketing, or business analysis. This experience helps build the necessary skills, industry knowledge, and credibility to excel as a SPM. That said, if you have a proven track record of success in a similar role or have extensive experience in product strategy and cross-functional team leadership, it’s possible you could be considered for a senior product manager position right off the bat.

Next steps and career progression

Generally, the next steps involve moving into higher-level management positions, such as director of product, VP of product, or even chief product officer. These roles require you to take on even greater responsibility for product strategy, decision-making, and overall product vision. You’ll also be in charge of allocating resources, managing budgets, and ensuring alignment with the organization’s broader goals.

Transitioning into these higher-level roles typically occurs when you’ve demonstrated a consistent ability to drive product success, lead cross-functional teams, and make a significant impact on the organization. This transition may happen after several years in a senior product manager role or when you’ve gained experience across a diverse range of products and industries. 

Group product manager (GPM)

A group product manager (aka principal product manager) takes on even more strategic and leadership responsibilities within their organization. We’ll explore their daily activities, how they typically step into the role, and what employers are looking for in a GPM.

On a day-to-day basis, this role oversees multiple product teams or manages an entire product portfolio. They collaborate closely with senior leadership to define product strategies and ensure alignment with the company’s overall vision and goals. Duties involve more strategic decision-making, long-term planning, and managing resources across teams. GPMs also play a critical role in mentoring and developing product managers and other team members within their organization.

GPM responsibilities

These experienced leaders take on an even more strategic role within their organizations, overseeing multiple product teams or an entire product portfolio. 

1. Portfolio strategy and long-term plans

GPMs work with senior leadership to develop product strategies and long-term plans that align with company goals and address user needs.

2. Overseeing multiple product teams or portfolios

They manage resources and ensure cross-functional teams are working cohesively towards common objectives. They keep an eye on the big picture, making sure all products under their supervision are moving in the right direction.

3. Collaboration with senior leadership

They regularly collaborate with senior leadership, providing insights and updates on product performance, market trends, and strategic decisions. They ensure the company’s vision and goals are well-represented in their product strategies.

4. Identifying growth opportunities

They proactively identify opportunities for product growth, expansion, and innovation, using their extensive industry knowledge to guide decision-making and drive the future of their product portfolios.

5. Managing budgets and resources

They allocate resources and budgets across their product teams, ensuring efficient use of funds and personnel. They’re responsible for making tough decisions on where to invest time and money for maximum impact.

6. Mentoring and developing team members

They play a key role in nurturing the professional growth of product managers and other team members within their organization. By sharing their expertise and providing guidance, they help build strong, capable teams.

Qualifications and skills

1. Bachelor’s degree in a related field 
2. Extensive experience in product management, including success in leading teams, delivering products, and contributing to company growth.
3. Strong strategic thinking, problem-solving, and leadership skills.
4. Excellent communication and collaboration abilities.
5. Deep understanding of the product domain, industry trends, and competitor landscapes.

Can you start out as a GPM?

It’s uncommon, as these roles usually require extensive experience in product management and a proven track record of success in leading teams and delivering products. Most professionals transition into these roles after spending several years as a SPM or in a similar position, gaining the necessary skills, experience, and industry knowledge to excel in higher-level leadership roles.

Next steps and career progression

There are several options. Some professionals may choose to move into executive-level positions, such as a director of product, VP of product, or even chief product officer (CPO). These roles involve even more strategic decision-making, resource management, and cross-functional leadership, often for an entire organization.

Others decide to explore opportunities in different domains or industries, applying their product management expertise to new challenges and contexts. It’s also not uncommon for seasoned product leaders to become entrepreneurs, launching their own startups or serving as advisors or consultants for other companies. 

Product director

As a product director, you’re responsible for overseeing and managing the entire product lifecycle across multiple product lines or an entire product portfolio. You’ll work closely with cross-functional teams and stakeholders, making crucial strategic decisions to drive the company’s growth and ensure product success.

Product director responsibilities

1. Product vision and strategy

PMs help define and communicate the product vision and strategy, making sure it aligns with the company’s overall goals and objectives.

2. Team leadership

They oversee a team of product managers, providing mentorship, guidance, and support to help them excel in their roles and deliver successful products.

3. Cross-functional collaboration

A big part of the job involves working closely with various teams, such as engineering, design, and marketing, to ensure everyone is aligned and collaborating effectively throughout the product development process.

4. Portfolio management

They are responsible for managing a portfolio of products, ensuring they’re all progressing according to plan and contributing to the company’s growth.

5. Identifying growth opportunities

They keep an eye out for new opportunities to grow the product portfolio, whether through innovation, expansion, or improvement.

6. Performance monitoring and optimization

They track product performance, using data and user feedback to identify areas for improvement and make data-driven decisions to optimize the user experience and meet business goals.

7. Stakeholder communication

Regular communication with key stakeholders, such as executives and other department leaders, is an essential part of the product director role. They keep them informed about product progress, gather input, and ensure their feedback is incorporated into the product strategy.

Qualifications and skills

1. Bachelor’s degree in a related field 
2. Extensive experience in product management, including success in leading teams, delivering products, and contributing to company growth.
3. Strong strategic thinking, problem-solving, and leadership skills.
4. Excellent communication and collaboration abilities.
5. Deep understanding of the product domain, industry trends, and competitor landscapes.

Can you start out as a product director?

It’s rare, as the role usually requires significant experience in product management, and a track record of success in leading teams and delivering products. To reach this position, individuals typically progress through roles such as product manager, senior product manager, or group product manager, building their skills, industry knowledge, and experience over time.

Next steps and career progression

There are several exciting possibilities. One option is to move into higher executive-level roles, like VP of product or chief product officer (CPO), where you’ll be responsible for the company’s entire product strategy, vision, and execution. These roles demand even greater strategic thinking and decision-making abilities, as well as the capacity to manage resources and lead cross-functional teams across the entire organization.

Another path to consider is transitioning to different industries or domains, applying your expertise in product management to tackle new challenges and broaden your horizons. Some choose to become entrepreneurs, or serve as advisors and consultants.

VP of product management

A VP of product management is a senior executive who leads the overall product strategy, development, and execution for a company or business unit. They have a strong influence on the company’s direction, and their decisions impact the entire organization. As the leader of the product organization, they’re responsible for guiding product teams, ensuring alignment with the company’s goals, and driving product innovation and growth.

VP of product management responsibilities

1. Product vision and strategy

The VP of product management is responsible for defining and communicating the company’s product vision and strategy. They ensure it aligns with the broader business goals and collaborate with other executives to make strategic decisions.

2. Team leadership and management

Leading and managing the entire product organization, VPs of product management nurture a culture of collaboration, innovation, and continuous improvement. They also mentor and guide their teams, providing direction and support to achieve success.

3. Cross-functional collaboration

VPs of product management work closely with other departments, like marketing, sales, and customer success, to create and execute go-to-market strategies and ensure a cohesive approach to product development and launch.

4. Portfolio management

They also oversee the company’s entire product portfolio, ensuring resources are allocated effectively, product roadmaps are aligned, and each product is contributing to the company’s growth.

5. Identifying growth opportunities

Keeping an eye on the market, the competition, and customer needs, VPs of product management identify opportunities for innovation, expansion, and improvement, creating plans to capitalize on these opportunities.

6. Performance monitoring and optimization

They also establish key performance metrics, monitor product performance, and make data-driven decisions to optimize the user experience and achieve business goals.

7. Stakeholder communication

Regular communication with key stakeholders, such as the CEO, board members, and other department leaders, is essential in this role. VPs keep them informed about product progress, gather input, and ensure their feedback is incorporated into the product strategy.

Qualifications and skills

1. Extensive experience in product management, with a proven track record of successfully leading teams and delivering products that meet or exceed expectations.
2. Strong strategic thinking, problem-solving, and decision-making skills.
3. Excellent communication, presentation, and interpersonal skills, with the ability to collaborate effectively with senior leadership and cross-functional teams.
4. Deep understanding of the product domain, industry trends, and competitor landscapes.
5. Experience managing large teams and budgets, and driving product innovation and growth.

Can you start out as a VP of product management?

While it’s not impossible, it’s rare for someone to start their product management career directly as a VP of product management. This role requires a strong foundation of product management experience, leadership skills, and a deep understanding of the product domain. Most VPs of product management have worked their way up the ladder, gaining experience and honing their skills.

Next steps and career progression

In terms of next steps, once you’re in a VP of product management role, your career progression will likely focus on broader strategic leadership positions. Depending on your experience, skills, and the specific organization you’re part of, you could move into roles such as chief product officer (CPO), chief operating officer (COO), or even chief executive officer (CEO).

Chief product officer (CPO)

The chief product officer (CPO) role is the pinnacle of the product management career path. As the top product executive in an organization, the CPO is responsible for shaping and executing the company’s product strategy, ensuring that it aligns with and supports the overall business objectives. Let’s explore the ins and outs of this prestigious position.

CPO responsibilities

1. Vision and strategy

A CPO is responsible for crafting a clear and compelling product vision that aligns with the company’s mission and business goals. They also develop and communicate the product strategy, ensuring that it guides the product organization’s efforts and is well-understood across the company.

2. Product organization

CPOs oversee the entire product organization, including product managers, designers, and engineers. They are responsible for creating a positive and productive work environment, fostering a culture of collaboration, innovation, and continuous improvement.

3. Driving product innovation and execution

The CPO leads the charge in identifying opportunities for product innovation, growth, and expansion. They work with their teams to bring new products and features to market, optimize existing products, and ensure that the company’s product portfolio remains competitive and relevant.

4. Collaborating with other departments

They work closely with other departments, such as marketing, sales, and customer success, to create go-to-market strategies, drive product adoption, and ensure a good customer experience. They also collaborate with other executives on overall company strategy and decision-making.

5. Establishing and monitoring KPIs

CPOs set KPIs for the product organization and monitor product performance against these metrics. They use data-driven insights to make strategic decisions and optimize the user experience and business outcomes.

6. Managing resources and budgets

The CPO is responsible for managing the resources and budgets of the product organization, making strategic decisions about hiring, resource allocation, and product prioritization.

7. Representing the organization

They also serve as the primary point of contact for the product organization, engaging with the CEO, board members, investors, and other key stakeholders. They keep these stakeholders informed about product progress, gather input to inform product strategy, and advocate for the needs of the product organization.

Qualifications and skills

• Extensive experience in product management, with a proven track record of success in leadership roles such as director of product management or VP of product management.
• Strong strategic thinking, problem-solving, and decision-making skills
• Deep understanding of the product domain, industry trends, and competitor landscapes
• Exceptional communication and interpersonal skills, with the ability to effectively engage with key stakeholders, lead teams, and collaborate with other executives
• A passion for product management and a commitment to continuous learning and improvement.

Can you start out as a CPO?

Generally speaking, the CPO role is a top-level executive position, which means that it’s highly unlikely for someone to kick off their career as one. Instead, individuals usually work their way up the product management ladder. After proving their skills over many years, they may be considered for executive-level positions like Director of product management or VP of product management. Finally, with a proven track record of success and the right combination of skills and experience, they may be ready to take on the role of CPO.

Next steps and career progression

Since this is the top of the product manager career path, most either stay here while continuing to hone their skills to stay at the top of their game, or branch out into entrepreneurship, coaching and consulting. It’s not uncommon for CPOs to regularly take part in public speaking engagements, panel discussions, or even publish books. 

Final thoughts 

Product management is a career path that’s dynamic and full of possibilities. Starting from the first steps as an associate PM to reaching the heights of a CPO, each role holds its own unique responsibilities and challenges. All roles, though different, contribute to the success of the business. 

Regardless of your current position on the ladder, maintaining a sense of curiosity and a commitment to continuous learning is key. It’s also vital to develop both technical and leadership skills, from learning about the latest project management tools, to attending industry events and networking. By doing so, you’re not only reinforcing your role as a valuable product leader, but you’re also setting yourself up for a satisfying and long-lasting career.