International trade professions
Product manager: missions, skills, training, salary and career development
Product managers are at the heart of companies' marketing and development strategies. This versatile professional plays a strategic role in designing, launching and monitoring products on the market. They act as the interface between several departments (marketing, R&D, production, sales) and ensure that each product perfectly meets consumer expectations while remaining competitive. The tasks are rich and varied, requiring a capacity for in-depth analysis, a sense of creativity and a strong aptitude for coordination. This job is a real opportunity for people who like to combine strategy, innovation and interpersonal skills.
What are the tasks of a product manager?
The Product Manager is a key player in product innovation and marketing. Here are the detailed tasks:
Before taking any action, the product manager carries out an in-depth analysis of the market. They identify consumer needs, detect emerging trends and monitor competitors' movements. This data, collected through qualitative studies (interviews, focus groups) or quantitative studies (surveys, panels), is used to guide product strategy and anticipate opportunities or risks.
- Market research
Before taking any action, the product manager carries out an in-depth analysis of the market. They identify consumer needs, detect emerging trends and monitor competitors' movements. This data, collected through qualitative studies (interviews, focus groups) or quantitative studies (surveys, panels), is used to guide product strategy and anticipate opportunities or risks. - Product development
The product manager works closely with the R&D, design and production teams to design products that meet identified expectations. They draw up precise specifications , define the positioning (price, target, competitive advantages) and monitor each stage of the development process, from prototype to mass production. - Product launch and management
Once the product is ready, the product manager plans and supervises its launch. This includes coordinating marketing campaigns, managing distribution channels and training sales teams. After the launch, they analyse product performance (sales, margins, customer satisfaction) and adjust actions if necessary to maximise profitability. - Marketing and communication strategy
The Product Manager draws up a comprehensive marketing plan , in collaboration with the communications teams. This plan includes the creation of media (visuals, technical data sheets, sales pitches) and the choice of channels (digital, print, events). The aim is to optimise the product's visibility and appeal . - Internal and external coordination
As the pivot of multiple departments, the Product Manager must ensure fluid communication between internal departments (purchasing, logistics, production) and external partners (suppliers, advertising agencies). Their ability to unite people around a project is essential.
What skills do you need to be a good product manager?
Product managers need to master the fundamentals of marketing, product strategy and analytical tools (Excel, CRM, market research). They must also demonstrate leadership, creativity and excellent organisational skills to manage complex projects. Fluency in English is often essential, particularly in an international context.
Technical skills
Product managers must master the fundamentals of marketing and product strategy. They use analytical tools such as Google Analytics, Excel or market research software (e.g. Nielsen, GfK) to interpret the data. A good understanding of financial indicators such as ROI or margins is also necessary to make strategic decisions.
Soft skills
Success in this profession depends largely on personal qualities . Product managers must show leadership to motivate their teams and creativity to design innovative products. Organisational rigour is required to juggle different tasks and meet deadlines. Finally, communication skills are essential to convince internal and external stakeholders.
Foreign languages
In a globalised world, fluency in English is often essential, particularly in international companies or sectors such as technology or luxury goods.
How to become a product manager?
The profession of product manager requires a solid academic background and initial experience in the field. Here are some suitable courses:
Diploma requirements
- A 5-year degree is generally expected: Master's in Marketing, Business or Management.
- Business and engineering schools also offer courses specialising in marketing or management.
- University courses in management science or communications can also lead to this position.
EM Normandie offers the MSc International Marketing and Business Development course to help you enter this profession.
Additional information
Certifications such as Google Analytics, a specialisation in digital marketing or training in project management (e.g. PMP) can strengthen a candidate's profile.
The importance of internships
Internships and work-study tracks in marketing, market analysis or project management are essential for developing practical skills and familiarising yourself with professional tools.
How much does a product manager earn?
Remuneration varies according to business sector, experience and geographical location. Here are the general ranges:
- Beginner (0-3 years' experience) : Gross annual salary: €30,000 to €40,000.
- Intermediate (3-7 years' experience): Gross annual salary: €40,000 to €55,000. Performance-related bonuses are often included.
- Experienced (7+ years' experience): Gross annual salary: €55,000 to €80,000, or even more in sectors such as luxury goods, tech or industry.
Benefits
In addition to salary, benefits such as target-based bonuses, a company car, luncheon vouchers and health insurance are commonplace.
What are the career options in this profession?
The position of Product Manager offers a wide range of career prospects:
- Extended responsibilities
- Product group manager, managing a team of product managers.
- Product Marketing Manager, with a more strategic role. - Management positions
- Marketing director or range director, often in large companies. - Specialisations
- Digital Product Manager, for companies focused on digital technologies.
- Technical Product Manager, in industrial or technological sectors. - Sector mobility
- Change of sector to diversify skills or access better-paid positions.
Examples of employer sectors for product managers
Product managers are needed in a wide range of sectors:
- FMCG: food, cosmetics, beverages.
- Luxury: fashion, perfume, jewellery.
- Industry: Automotive, aeronautics, electronics.
- Technology: Start-ups, telephony, software.
- Services: insurance, banking, consulting.
What are the key qualities needed to be a good product manager?
To succeed as a product manager, certain personal qualities are essential:
- Curiosity: following trends and understanding consumer expectations.
- Adaptability: Reacting quickly to changing circumstances.
- Analytical skills: Interpreting data to make informed decisions.
- Entrepreneurial spirit: Proposing innovative solutions and getting involved in projects.
In a nutshell
Product Manager is an exciting job, where strategy, innovation and marketing meet. It is ideally suited to people who enjoy taking on challenges, managing complex projects and working with a variety of people. With varied career prospects and strong demand in a wide range of sectors, this job offers a rewarding career full of opportunities.