Digital Product Manager: Essential Skills and Responsibilities

As a digital product manager for several years now, I can confirm that product managers have a tremendous impact on how things look in the digital world. In this article, I will provide a brief insight into the major concepts of digital product management and examine their relevance, key competencies, experience, duties, and progression.

What Is a Digital Product Manager?

Hope you all know ‘what is digital product management?’ But do you know what a digital product manager is? A professional who oversees and directs the creation and functioning of digital products, which can be anything from online platforms, applications, and software, is called a digital product manager. 

They facilitate communication between the technical and marketing teams, customers, and management by identifying the users’ needs and strategic business goals. Based on my experience, the role of a digital product manager entails the degree of versatility to perform multiple tasks simultaneously.

Importance of a Digital Product Manager

The role of a digital product manager is complicated. Finding a competent specialist exclusively responsible for product management is indispensable in the context of the modern world, which focuses on technology, the internet, and computerization. 

They make sure that the goods produced are not just useful. They look after that and produce them in a way that makes them easily usable in the market. In particular, I remember one project in which, due to the changes suggested by the digital product manager, the level of our app’s users’ engagement rose by 40%. They were instrumental in improving the experience of the end-users as well as the profitability of the business firm. 

Another important process in which digital product managers contribute value is positioning the product according to the company’s vision and strategy. One of them was when I collaborated with a digital product manager who contributed useful input to change the direction of the product on the market with the new trends. Carrying out this strategic change gave us a boost in market share. This maneuver placed us among the market leaders. 

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Digital Product Manager Skills

• A successful digital product manager is a person who has the following competencies. Key skills include
• Strategic Thinking: The capability to identify and integrate the product vision into the business’ main goals. 
• Technical Proficiency: Must have an idea about software development and how to use digital technologies. 
• Analytical Skills: Business expertise, particularly capabilities in data analysis to make informed decisions. 
• Communication: A good speaker can easily talk to different people. So, communication skills are crucial. 
• Leadership: Ability to manage cross-functional teams. 

Apart from these, according to me, understanding the user’s needs and psychology is also important. It helped me, as a digital product manager, to make calls that ultimately improved user experience. 

Also, as a professional you must be good at handling conflicts and priorities as multiple projects may be in progress at the same time. 

To give you an example, once, I had to manage different project goals and requirements, from marketing and sales to the engineering team. We kept communication clear and emphasized certain activities according to their relevance to the user and the business mission. Thus, we managed to deliver the product on time with the necessary quality and at a reasonable cost.

Also Read: Digital Product Owner 

Essential Qualifications for Digital Product Managers

A digital product manager must have a bachelor’s degree in business, marketing, computer science, or any related subject. Along with that, certifications in product management, or on the agile methodologies may also be useful. Marketing also proved to be helpful when I moved to the field of digital product management because it taught me about market demands and customers.

Furthermore, it is beneficial to get certifications that are associated with a Certified Scrum Product Owner (CSPO) or Professional Scrum Product Owner (PSPO) to substantiate the knowledge in terms of agile practices. For the same reason, many successful digital product managers I know also have completed an MBA (Master of Business Administration) to acquire a more profound knowledge of business strategies and management.

Also Read: Associate Project Manager Salary

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Roles and Responsibilities of a Digital Product Manager

The duties of a digital product manager are quite diverse and encompass several aspects. They include:

Product strategy: Defining the product vision, road map, and strategy.

Market research: Preparing market research concerning users’ requirements and existing market competition

Stakeholder management: Communicating with other parties for conformity to business requirements.

Development oversight: Interacting with development teams to help in the direction of products under development.

Performance analysis: Product control and evaluation of such aspects by using data to guarantee the best performance possible.

In one of my previous positions, I initiated the process of creating a new online store. Through proper roadmap management and constant communication with the development team, we launched the platform, bringing a 25% increase in sales in quarter one.

Also, the role of a digital product manager is to set up and monitor the relevant KPIs (key performance indicators) to assess the success of a product. For instance, in one project, we made an effort to enhance the user stay rates. Based on users’ comments and suggestions, we were able to improve the retention rate to 15% within only six months.

Also Read: Product Owner vs Product Manager Salary

What is the Salary of a Digital Product Manager?

The pay scale of digital product managers depends on the location of the company, the experience of the employee, and the industry. The average annual pay of a digital product manager in the United States ranges from $90,000 to $130,000.

In other countries, such as the United Kingdom and Australia, a digital product manager can earn £50,000 to £90,000 and AUD 100,000 to AUD 150,000, respectively. I have observed in different areas how people negotiate and secure a better package due to their expertise and the degree of the project’s difficulty.

In addition, payment structures for professionals in this field include other forms of remuneration, such as bonuses and stocks, that boost the overall package. For instance, performance bonuses were a significant component of my remuneration in one of my previous organizations. This is because they encouraged me to work harder to increase product quality and growth outcomes.

Also Read: Product Team

How to Become a Digital Product Manager?

Obtaining the job of a digital product manager is about education, experience, and networking. Here are some steps to consider: 

• Educational background: Get a degree in the area of management if you can.
• Gain experience: Begin from positions usually akin to business analyst, marketing manager, and project manager.
• Build skills: Acquire certain skills through some courses and certification.
• Network: Work with experienced people in their respective fields.
• Apply for roles: Seek junior positions in product management as a way of accumulating working experience.

Do you want to know how I entered digital product management? I started my career in the marketing department, where I emphasized training my analytical and strategic thinking skills before transitioning to product management. 

Many young aspirants who want to become digital product managers should also take part in internships or apprenticeships. Last but not least, membership in specific professional associations and attending conferences may also help to find potential business partners and stay informed about practices and trends in the digital product management industry.

Also Read: What Does Product Manager Do?

Final thoughts

The duties of a digital product manager can be quite demanding yet fulfilling. This is undoubtedly the kind of job that needs strategic thinking, technical expertise, and good communication skills.

So, if you are keen on getting more certifications, then consider obtaining CSPO certification and certified scrum product owner training to improve your profile. I assure you that if you obtain certified product owner certification, you will be able to become a successful professional in the digital product management field. 

FAQs

1. What degree do you need to be a digital product manager?

Often, one needs a degree in business, marketing, computer science, or a related major, but in some cases, informal education is sufficient. However, the practical experience and certification will greatly improve your outlook.

2. What is the difference between the digital product manager and the digital project manager?

A digital product manager is more concerned with the product’s scope, plan, and outcome. On the other hand, a digital project manager is better acquainted with the product’s development processes and handles particular projects in the product development lifecycle.

3. What is the salary of a digital product manager in different countries?

Salaries vary by location:

• United States: $90,000–$130,000

• UK: £50,000 – £90,000.

• Australia: AUD 100,000 to AUD, 150,000

4. How do I get into digital product management?

Begin by obtaining proper education and job experience in the related areas, developing necessary skills, establishing connections with like-minded professionals, and applying for lower-ranked product management jobs. Practical training like internships or apprenticeships will also be useful and contribute to forming a solid base in digital product management.