| Detail | For this role |
|---|---|
| Department | Marketing |
| Level | Mid level |
| Reports to | Product Marketing Manager |
| Direct reports | None |
| Experience | 2 to 5 years in product marketing or product-related marketing |
Product Marketing Executive job description template
Copy this job description, replace the text in square brackets and post it on your careers page or a job portal.
Job title: Product Marketing Executive
Department: Marketing
Reports to: Product Marketing Manager
Location: [City], [office, branch or site]
About the role
A Product Marketing Executive connects a product to its market. They study customers and competitors, shape positioning and messaging, plan launches, and build the material that helps sales and marketing sell the product. The role sits between product, marketing and sales. A good one can explain in plain words why a customer should buy, arms the sales team with the right pitch and collateral, runs launches that land, and keeps feeding customer and market insight back into how the product is built and sold.
Key responsibilities
- Study the product, customers and competitors to understand what the product does and who it is for.
- Shape positioning and messaging that explain the product's value in the customer's words.
- Plan and run product launches with clear messaging, material and channels.
- Build sales enablement material such as pitch decks, one-pagers, demos and battle cards.
- Write website pages, feature announcements and product content with the marketing team.
- Train the sales team on new features, positioning and how to handle objections.
- Gather customer feedback and market insight, and share it with product and marketing.
- Track competitor products, pricing and messaging, and keep the team informed.
- Support demand generation campaigns with product messaging and content.
- Measure launch success and the adoption of new features.
Requirements
- Bachelor's degree in marketing, business, engineering or a related field
- Experience in product marketing or a related role
- An MBA in marketing is an advantage
- 2 to 5 years in product marketing or product-related marketing
KRAs and KPIs for a Product Marketing Executive
Key result areas for the appraisal form, each with a KPI you can measure every month or quarter.
| Key result area | How to measure it |
|---|---|
| Launch success | Launches hit their adoption or pipeline targets on most releases |
| Sales enablement | Sales team equipped with current material, with positive feedback on usefulness |
| Messaging quality | Positioning and messaging tested and adopted across marketing and sales |
| Competitive intelligence | Competitor and market updates shared with the team each quarter |
| Feature adoption | New features reach their adoption targets after launch |
| Content contribution | Product content and pages delivered on schedule for campaigns |
Skills and tools
Tools used day to day: MS PowerPoint, Product analytics tools, CRM software, Competitor research tools, Content and design tools.
Reporting line and career path
Next roles: Product Marketing Manager, Marketing Manager
Interview questions for a Product Marketing Executive
- Take a product you know and give me its positioning in two lines.
- How do you plan a launch for a new feature so customers actually adopt it?
- How do you build sales enablement material that the sales team will really use?
- How do you gather and use customer feedback in your messaging?
- How do you keep track of competitors and turn that into an advantage?
- How do you measure whether a launch was a success?
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What does a product marketing executive do?
A product marketing executive connects a product to its market. They study customers and competitors, shape positioning and messaging, plan launches, and build the material that helps sales and marketing sell the product. They arm the sales team with pitches and collateral and feed customer insight back into how the product is built and sold.
What is the difference between product marketing and product management?
A product manager decides what the product should do and works with engineering to build it. A product marketer decides how to position, launch and sell it to customers. Product management is about building the right product; product marketing is about taking it to market and helping the sales team sell it.
What skills does a product marketing executive need?
A product marketing executive needs positioning and messaging, launch planning, sales enablement and competitor analysis skills, plus content writing and presentation. They must understand both the product and the customer, and work across product, marketing and sales. The ability to explain value in plain, customer-focused words is the core skill.