The role of a product manager has evolved significantly over the last decade. What once started as a generalist role—where one person handled all aspects of product development, like a CEO—has now become more specialized. Companies now hire product managers with skills in specific areas such as platform management, technical expertise, marketing, and strategy.
In this article, we’ll explore how the product manager role has evolved, the different types of product managers, and the skills needed for each role.
“Product management is not about knowing all the answers; it’s about knowing the right questions to ask.”
Ken Norton, Product management leader and partner at Google Ventures
The role of a Product Manager
Product management involves overseeing a product’s lifecycle from conception to development, launch, and beyond. Product managers ensure the product meets customer needs, balance expectations, and align with the company’s goals. They bridge the gap between teams like engineering, marketing, and sales, all while maintaining a sharp focus on the end-user experience. As businesses become more data-driven, tech-savvy, and customer-centric, product management has diversified, creating demand for specialized skills.
Readmore : What are the top 10 skills required of a Product Manager?
Different types of Product Managers
Whether you’re already in product management or aspiring to be, understanding the different types of PM roles and the skills required for each of these role can help you acquire these skills and place yourself in the job market.
1. Technical Product Manager (TPM)
A Technical Product Manager is well-versed in the technical aspects of the product. They manage the development of complex technical products, often working with AWS, Azure, APIs, and other technical systems. TPMs collaborate closely with development teams to shape the product roadmap by understanding technical constraints and possibilities, making them essential in tech-heavy industries like software, cloud computing, and AI.
Skills Required:
- Deep technical expertise (coding, software architecture, etc.).
- Understanding of APIs, databases, and system integrations.
- Excellent communication skills to translate technical jargon into business terms.
- Knowledge of agile and scrum methodologies.
2. Growth Product Manager (GPM)
The Growth Product Manager is targeted increasing the footprint, users base and revenue of the product. They also focus on optimizing a product’s user acquisition, retention, and profitability. Their primary goal is to drive engagement and growth metrics through experiments, data analytics, and iterative improvements. They work closely with marketing and sales teams to implement strategies for scaling the product and ensuring it resonates with the target market.
Skills Required:
- Strong data analysis and interpretation skills.
- Familiarity with growth hacking techniques.
- Proficiency in A/B testing, funnel analysis, and user segmentation.
- Understanding of marketing channels (SEO, SEM, social media).
3. Data Product Manager
A Data Product Manager manages an organization’s data and builds products that enable data access for various teams. These PMs focus on creating data platforms, analytics tools, or products that rely on big data. They ensure data is accessible, usable, and valuable to internal and external users.
Skills Required:
- Expertise in data architecture, databases, and data pipelines.
- Familiarity with AI/ML (Artificial Intelligence and Machine Learning) tools.
- Strong data analysis and statistical modeling skills.
- Ability to work with data scientists and engineers.
4. Platform Product Manager
A Platform Product Manager is responsible for managing and developing internal platforms or systems that other products, services, or teams rely on. This role is critical in companies with multiple products, where a unified platform ensures consistency, efficiency, and scalability. Platform PMs work with both internal stakeholders and external partners to ensure the platform supports ongoing and future product development.
Skills Required:
- Strong technical background (knowledge of systems architecture, APIs, etc.).
- Excellent cross-functional collaboration skills.
- Understanding of scalability, integration, and modularity principles.
- Ability to balance the needs of different product teams.
5. Marketing Product Manager (MPM)
The Marketing Product Manager is responsible for creating and executing a product’s go-to-market strategy. While other PM roles focus on development and user experience, the MPM’s key responsibility is ensuring the product reaches the target audience effectively. This involves collaboration with sales, marketing, and customer support teams to position the product correctly, drive product awareness, and generate demand.
MPMs ensure that marketing campaigns align with the product’s features, benefits, and value proposition, and they often work to launch the product successfully in the marketplace. They play a crucial role in product branding, messaging, and differentiation in competitive markets.
Skills Required:
- Strong understanding of market positioning and product messaging.
- Expertise in digital marketing channels (social media, SEO, email marketing, content marketing).
- Collaboration with sales and customer success teams to align messaging and support product adoption.
- Experience in competitive analysis and market research to identify and target the right customer segments.
- Proficiency in launch strategies and go-to-market planning.
- Data-driven mindset to measure the success of marketing efforts and pivot when necessary.
The role of product management has evolved from a generalist function into highly specialized roles, each focusing on different aspects of product development and management. As businesses continue to evolve in response to technological advancements and changing customer expectations, the demand for specific types of product managers will continue to grow. Understanding the various types of PM roles, their evolution, and the skills required for each can help professionals tailor their careers and stay ahead in the competitive market. By identifying which PM role suits your strengths and interests, building the right skills, and keeping a pulse on industry trends, you can use this knowledge to your advantage and excel in the dynamic field of product management.
