Career Development

What Does a Digital Product Manager Do?

Find out what a digital product manager does, how to get this job, and what it takes to succeed as a digital product manager.

Digital product managers are responsible for managing the development of digital products. This includes everything from websites and mobile apps to software, video games, and other forms of digital media. They work with a variety of different teams—designers, developers, marketers, etc.—to ensure that their product meets the needs of its intended audience.

Digital product managers may also be responsible for marketing their product after it’s launched. This might include creating content about how the product works or why people should use it, as well as developing strategies for getting the word out about the product through social media or other channels.

Digital Product Manager Job Duties

A digital product manager typically has a wide range of responsibilities, which can include:

  • Working with marketing teams to develop strategies to promote products to target audiences
  • Monitoring market trends and competitors’ offerings to identify new opportunities or threats to the company’s products
  • Managing relationships with external vendors to ensure that products are delivered on time and within budget
  • Coordinating with designers to create mockups of website pages or other digital interfaces for review by clients
  • Overseeing the development of new products from concept to launch, including working with designers, developers, and engineers
  • Analyzing data from customer surveys and other research techniques to help identify areas for improvement or to develop new products
  • Identifying customer needs and recommending improvements to existing products based on research findings
  • Reviewing and editing content for accuracy, clarity, and style to ensure that it appeals to readers or viewers
  • Recommending changes to existing products or developing new products based on research findings

Digital Product Manager Salary & Outlook

Digital product managers’ salaries vary depending on their level of education, years of experience, and the size and industry of the company. They may also earn additional compensation in the form of bonuses.

  • Median Annual Salary: $115,000 ($55.29/hour)
  • Top 10% Annual Salary: $165,000 ($79.33/hour)

The employment of digital product managers is expected to grow faster than average over the next decade.

Digital product managers will be needed to help companies develop and market new digital products and services. Digital products, such as mobile apps, websites, and social media platforms, are increasingly important to many businesses. As a result, demand for digital product managers will increase as companies seek to offer these products and services.

Digital Product Manager Job Requirements

A digital product manager typically needs to have the following skills:

Education: Most digital product managers have a bachelor’s degree in a related field, such as computer science, information technology or a related discipline. Some employers prefer to hire candidates with a master’s degree in computer science or a related field. Relevant coursework includes computer programming, software development, data analysis and statistics.

Training & Experience: Digital product managers typically receive on-the-job training in their role. This training may include learning about the company’s products and services, the company’s workflow and the digital product manager’s role in the company. Training may also include learning about the company’s software and computer systems.

Digital product managers can also receive training through internships or entry-level roles. During these experiences, they can learn about the industry and the responsibilities of a digital product manager.

Certifications & Licenses: Certifications can improve the digital product manager’s chances of finding a job and increasing their earning potential.

Digital Product Manager Skills

Digital product managers need the following skills in order to be successful:

Technical skills: Technical skills are the abilities to use software, applications and tools to create and develop digital products. Having strong technical skills can help you develop and create products that meet the needs of your audience. You can use your technical skills to research and analyze data, create prototypes and develop strategies for digital products.

Marketing skills: Marketing skills are another important skill for a product manager to have. This is because they often work with marketing teams to create strategies for promoting their company’s products. They might also be involved in creating marketing campaigns for their company’s products.

Communication skills: As a product manager, you communicate with a variety of stakeholders, including other product managers, engineers, marketing teams and customers. Effective communication is key to your success as a product manager, so it’s important to develop strong communication skills.

Analytical skills: Analytical skills are the ability to break down information and identify patterns. As a digital product manager, you may be responsible for creating a strategy for a new product or service. Analytical skills can help you determine what information you need to gather and how you can gather it.

Business acumen: Business acumen refers to a person’s ability to understand and analyze financial data. A digital product manager needs business acumen to understand the profit margins of their company’s digital products and how to improve them. Business acumen is also important for understanding the costs of creating and maintaining digital products.

Digital Product Manager Work Environment

Digital product managers work in a fast-paced environment where they are responsible for the development and management of digital products. They work closely with other members of the product development team, including designers, developers, and marketers, to ensure that the product meets the needs of the customer. Digital product managers typically work in an office setting, but they may also travel to meet with clients or attend conferences. They usually work full time and may occasionally work overtime to meet deadlines.

Digital Product Manager Trends

Here are three trends influencing how digital product managers work. Digital product managers will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Need for a Digital-First Approach

The digital age has led to an increased focus on digital products, which means that businesses need to have a digital-first approach. This means that they need to be thinking about how to best utilize digital products in order to reach their customers.

Digital product managers can use this trend to their advantage by developing products that are focused on the needs of today’s consumers. They can also work to create a strong brand identity for their products and develop strategies for marketing them online.

More Focus on User Experience (UX)

As technology continues to evolve, so too does the user experience. This means that product managers will need to focus on creating products that are not only functional but also enjoyable to use.

By focusing on UX, product managers can create products that are more engaging and easier to use. This can lead to higher customer satisfaction and ultimately more sales.

A Greater Emphasis on Data Analytics

Data analytics is becoming increasingly important in business as companies look for ways to make better decisions based on data rather than intuition. As a result, digital product managers will need to be familiar with data analytics tools and techniques in order to make informed decisions about product development.

In addition, digital product managers will need to be able to communicate the value of data analytics to other members of the team, such as executives and product owners. This will help to ensure that data analytics is used to its full potential within the company.

How to Become a Digital Product Manager

A digital product manager career path can be very rewarding, but it’s important to consider the many different aspects of the job before starting down the path. As a digital product manager, you will need to have a strong understanding of both the business and the technical sides of the industry. You will also need to be able to work effectively with both teams and individuals from across the company.

To become a successful digital product manager, you will need to be able to see the big picture and understand how all the pieces of the project fit together. You will also need to be able to manage multiple projects simultaneously and stay on top of changing trends in the industry.

Advancement Prospects

There are many ways to advance your career as a digital product manager. One way is to move into a more senior role within your organization. As you gain more experience, you can take on more responsibility and eventually become a director or vice president of product management.

Another way to advance your career is to move into a different organization, either by switching companies or by moving up within your current company. You can also advance your career by becoming more specialized in a particular area of product management, such as e-commerce, mobile, or enterprise software.

Finally, you can advance your career by becoming more involved in the product management community. This can involve speaking at conferences, writing articles or books, or teaching product management courses.

Digital Product Manager Job Description Example

At [CompanyX], we’re always looking for ways to improve the customer experience and increase conversions. As our digital product manager, you will be responsible for developing and executing the strategy for our digital products. This will include managing the product life cycle, from ideation to launch to post-launch analysis. You will work closely with our design and development teams to ensure that our products are user-friendly and meet the needs of our customers. Additionally, you will be responsible for conducting user research, analyzing data, and making recommendations for product improvements. The ideal candidate will have experience managing digital products, strong analytical and problem-solving skills, and a passion for creating amazing customer experiences.

Duties & Responsibilities

  • Serve as the primary point of contact and project manager for all digital product initiatives
  • Work with internal teams and external vendors to scope, schedule, and deliver high-quality digital products on time and within budget
  • Develop detailed project plans and timelines, track progress, and report status regularly to senior management
  • Oversee quality assurance testing and user acceptance testing to ensure that products meet or exceed expectations
  • Manage day-to-day operations of digital products, including content updates, feature enhancements, and bug fixes
  • Serve as a subject matter expert on digital products and industry best practices, providing guidance and thought leadership to team members
  • Conduct user research and analysis to inform product decisions, using data to drive product strategy and roadmap
  • Define and track key performance indicators for digital products, and use data to optimize product experience
  • Collaborate closely with cross-functional teams, including marketing, design, engineering, and customer success
  • Stay up-to-date on industry trends and emerging technologies, and identify opportunities to incorporate into product plans
  • Proactively manage risks and issues, escalating as necessary to ensure timely resolution
  • Perform other duties as assigned

Required Skills and Qualifications

  • Bachelor’s degree in business, marketing, technology, or related field
  • 5+ years experience in product management, digital marketing, e-commerce, or related field
  • Proven track record of successful product launches
  • Strong analytical skills and experience with data-driven decision making
  • Excellent project management skills
  • Outstanding written and verbal communication skills

Preferred Skills and Qualifications

  • MBA or other advanced degree
  • Experience with agile development methodology
  • Experience with user experience (UX) design
  • Technical background or experience with web development
  • Familiarity with HTML, CSS, and JavaScript


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