Director of Product Management

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Just being involved in product management is a big enough job in itself. Taking on a directors position means the acceptance of a great deal of responsibility. The priority of the product manager is ensuring that all stages of the product are carried out from the start to the finish. He must ensure that everything is in place to accomplish the job. The director of product management has the responsibility of overseeing the product manager by way of tracking the progress being made and ensuring that the product manager and his team have all of the resources necessary to complete the project.

The ultimate goal and work pressure on the director is focused on ensuring that there is ongoing new product development. This can be a daunting task because although not in the front line position, the director has to be sure all aspects of the product operation is running at its peak.

Often the director of product manager duties includes the entire management of full product portfolios. This means he must see to it that creative business plans and marketing structures are in place for effective application.



Some of the skills that are required for this management position are being assertive, self-motivated, team player, producer, and organized.

One must be assertive because he has to be able to exercise his authority in order to get the job done. Co-workers must have the respect for his position and the applicant must have the ability to earn that respect by taking charge. At the same time, he has to be a team leader. It is not his job to bully people into producing out of fear, but to instill in them to give them best by recognizing each employee's potential and motivating this. The successful applicant for the director of product management must be a producer of results. His whole job is based on this premise. He must have a natural drive to obtain results, but at the same time being able to do so in a constructive way. Self-motivation is the key to success for this position. If the director cannot motivate himself, there is no way he is going to be able to motivate others.

When it comes down to the details of the director of product management's responsibilities there are many, all interlinked, and equally as important. The duties all take priority. Most likely, there are existing portfolios of products and the director must ensure that they are not only on the right path but will remain to do so. If there are any issues with the current portfolio then he must identify the problem, and see that it is corrected, and in conclusion follow up to see if the problem has been rectified.

The job entails that the director implements new strategic planning for new product development to follow and as such this will require detailed business plans. People skills are also going to be necessary. The director must ensure that other people are doing their jobs. He has to be able to be a team manager. In addition to this, there will be suppliers to deal with. The director has to be adept at getting the best materials at the best prices in the proper period.

Being able to develop marketing plans is an important aspect of the job. The director of product management should know more about the product than anyone else should and therefore is the person in the best position to develop the marketing plans. From that point he must oversee the direction of implementing these plans without deviation. He must track and follow the marketing progress to ensure that it is on the right track. If they are not then he must identify where the problem is. He must determine if the issue is at his level, or if the breakdown is further down the chain.

It is the director of product management's responsibility to ensure that the proper training in product knowledge is implemented. Individuals that understand what they are working on will produce superior results.

So what does a potential candidate for this position need by way of product management credentials?

To begin with, ideally a master degree would be suitable, although a bachelor's degree or equivalent would be acceptable in some cases. A good background of product management is essential and even better if combined with business development.

A proven record of accomplishment is critical. In other words, these accomplishments must include the experience of having contributed to growth of a product portfolio through successful management skills and successful creation of working business and marketing plans.

The successful candidate for the position of director of product management must have demonstrated his ability to build a strong productive team that was capable of following through his directives. This would have required strong communication skills.

Often a requirement will be a NPDP certificate, which is a New Product Development Professional certification. If the potential candidate does not have this certificate then he may have to be willing to acquire one.

Any type of management position comes with a great deal of responsibility. The director of the product management sits near the top of the corporate ladder and with those prestigious positions comes a great deal of demands and responsibilities. Most often this includes a great deal of stress. The candidate for the position of director of Product Management must be sure he is willing to take on what comes with the title.
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 product management  managers  responsibility  potential  progress


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