How to become a Digital Product Manager

Digital Product Manager

A digital product manager is an employee who focuses on technological products. They are in charge of the particular digital product, and will oversee everything from the development, to the launch, to its feedback.

Many products, from websites to eCommerce stores, to apps, are now digital. These are created by coders and programmers, but a lot of thought is put into how these products function and how beneficial and appealing they are to the user. 

Typically they are Tech-savvy, but business, as opposed to IT, trained and focused.

A digital product manager oversees all of this. They work on specific products from start to finish, supervising the whole process and analysing the product’s effectiveness. 

Being a digital product manager entails tasks like: 

  • Putting together a roadmap of a digital product and briefing all involved in it
  • Overseeing the creation of said product
  • Organising the launching of the digital product
  • Getting instant feedback – which is possible in the digital world – and making relevant tweaks.
  • Using data to analyse the product and creating detailed reports about future products or upgrades.

Digital product managers must be business orientated yet tech savvy, and should be excellent communicators. They will often need to look at the tech side of the product and translate this to people who are not involved with tech. They will need to cooperate with not only the tech team but marketers, data analysts, UX and UI designers, the sales team and customer service employees. 

Digital product managers should also be creative, as they will oversee some of the marketing and brand design. Furthermore, they will need to think critically and, because changes often need to be made instantly to digital products, have the ability to come up with fast solutions to problems.

Digital product managers should have some experience in product management, as well as a proven understanding of tech. Work experience in the tech field or taking some extra courses can help with this. Most digital product managers are graduates in business, marketing or technological subjects, but some people do start with entry-level marketing jobs and work up the career ladder. The digital product manager salary is generous, reflecting the experience and expertise needed to get into this role.

What degree is most commonly held by a Digital Product Manager?

  • BA / M of Business Administration
  • BA / M of Business
  • BA / M of Accounting
  • BA / M of Account & Finance
  • BA / M of Advertising
  • BA / M of Business & Marketing

Common Certifications

  • Diploma in Project Management
  • Certificate in Scrum Management

Career Transportability across Countries

Because technology is advancing at such a rapid pace, there is a great demand for well-trained and experienced digital product managers all over the world. Those who excel in the field can certainly find work abroad, especially in major international companies with global headquarters. Work in these companies will often be in English, but knowledge of some of the local language would be advantageous for applicants.

What is the Salary of a Digital Product Manager?

Experience Average salary | year
Product Analyst (Product Management & Development in IT & Communicatoins) 1-2 Years $76,508 £52,579 $95,000
Digital Product Manager 3-5 Years $108,722 £74,717 $135,000
Head of Product (Product Management & Development) 5+ Years $170,000 £94,088 $136,907

What skills are needed to become a Digital Product Manager?

  • Management
  • Project Management
  • Product Management
  • Strategy
  • Leadership
  • Agile Methodologies
  • Marketing
  • Business Analysis
  • Social Media
  • Digital Marketing
  • Marketing Strategy
  • Microsoft Office
  • Product Development
  • Digital Strategy
  • Team Leadership
  • Stakeholder Management
  • Social Media Marketing
  • Customer Service
  • E-commerce
  • Strategic Planning
  • Change Management
  • Business Strategy
  • Business Process Improvement
  • Business Development
  • Data Analysis

Digital Product Manager Courses

Due to the fact that digital product management is such a new area of work, many people are not trained particularly in this field and would benefit by doing some relevant courses. At FutureLearn, we have a tailor-made course especially for this profession - perfect for anyone who is thinking about how to become a digital product manager!
  • Digital Product Management

    Build product management skills as you learn how to plan develop and manage a successful and user-focused digital product

  • The Digital Economy: Success through Market Segmentation

    Explore how and why market segmentation can be used to improve customer satisfaction and business performance

  • Digital Accessibility: Enabling Participation in the Information Society

    With a better understanding of users' needs technologies can be developed to be accessible provide a more inclusive environment

  • Digital Skills: Digital Marketing

    Learn about some of the different digital marketing strategies and techniques that are available for businesses to use

  • Digital Skills: Digital Skills for Work and Life

    Learn how digital is changing our personal and professional lives and develop the skills to thrive in the digital world of work

  • Digital Skills: Mobile

    Learn about mobile design development and creating mobile experiences as well as bigger concepts related to mobile technology

  • Digital Skills: User Experience

    Learn about why user experience UX is important the research and design basics and the tools and testing techniques used in UX

  • Digital Skills: Web Analytics

    Learn about the role of analytics in business the types of analytics and techniques used and why they are important

  • Digital Skills: Retail

    Discover the impact digital technology is having on the retail industry and what it means for customers

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