I am early in my marketing career and the only jobs that I seem to be qualified for are social media roles at the moment. I am in CPG Cosmetics/Beauty as Digital Marketing Coordinator and I want to get into Product Marketing or Growth Marketing for my next position. Any recommendations on how to make the transition and/or what I skills I should acquire for product marketing?
TC: 45k
YOE: 2 yr
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TC: 145k
Three pillars of PMM: go-to-market (GTM), customer understanding, strategy. As a social media manager, you probably will have strong GTM skills. Building decks, case studies, and presenting to internal team members is likely already in your job. Customer understanding is likely further out in your day-to-day. Competitive analyses, user research, and ‘voice of customer’ sessions need to be ran to gather intel and influence strategy. Product strategy is what most non-technical marketing or social folks have the least experience doing. Working with PMs to build product roadmaps and influence decisions which drive the business. This is why most PMMs start post MBA or ex-consulting, because understanding the financial impact of the products you work on is the biggest way a PMM can shape the business.
Equally as important to skills to acquire is to consider the types of products you want to PMM. Your social experience may lend itself to being a PMM on a consumer product at a tech company (like working at IG on Reels or YouTube on their creator solutions). Being the PMM at a B2B SaaS product in a niche vertical may be too far out of scope from the type of perspective you bring.
It’s a very exciting function with many varying day-to-day responsibilities - Best of luck in your search!
I was so desperate for my first marketing job right out of college that I literally applied to just about any marketing role without considering the long term trajectory. Due to my age, most employers only gave me a chance to interview for social media roles and now here I am trying to redirect myself 🙃
1. In tech-driven companies in the case of layoffs or ‘who do we blame for X,’ product is the last org to be cut given they are so critical to the business. Job security
2. Goaling and defining success should be tied to product decisions- not marketing. For example: a PMM in a marketing org may define success by # of attendees at a sales enablement webinar or launching a newsletter. PMM in a Product org will see success as influencing a key product decision or building strategy. Closer to the business, and less tied to “marketing” metrics