What Does a Google Product Marketing Manager Do?

Updated on December 22nd, 2021
What Does a Google Product Marketing Manager Do?

Are you wondering what a Google product marketing manager does? You may have seen the job title and wondered what it entails. 

In this post, we will explore the responsibilities of a Google product marketing manager, as well as the benefits it offers, the average salary, and a glimpse into Google's APMM program.

What is a Google Product Marketing Manager?

A product marketing manager is responsible for the overall promotion of Google's products or services, from the initial product release to the final stages of its lifecycle. 

A Google Product Marketing Manager has a lot on their plate: they work closely with engineering teams, sales, and support staff in order to drive awareness and adoption through customer education. They also work with the marketing team to ensure that Google's brand is upheld. 

Product marketers are typically responsible for a few different tasks, including setting product management goals,  coming up with product positioning and messaging strategies, overseeing pricing structures and promotions, as well as promoting paid advertising campaigns.

Google Product Marketing Manager: Roles and responsibilities

A Google product marketing manager is responsible for promoting Google's products to potential and existing customers. This includes everything from the initial product release to the final stages of its lifecycle. This has been the case since Google was a startup up to these days when it's a Fortune 500 established in Mountain View, CA. 

Google product marketing managers are in essence product strategists. The responsibilities of a great product manager can vary depending on what stage they're at with a given project, but their marketing role generally includes:

1. Coming up with product strategies   

One of the main tasks of a Google product marketing manager is coming up with a product strategy that will work best for Google. This means having an in-depth understanding of the market, competition, and prospects for success before developing any marketing strategy to maximize sales.

2. Working closely with engineering teams

A Google product marketing manager will work closely with engineering teams to ensure that the mechanics of a new product such as GoogleCloud are as flawless and straightforward as possible. They'll collaborate on things like design features, technological solutions, user interface/experience decisions, and more. 

At this point in development, there's usually an ongoing dialogue between marketers and engineers about how each change might affect future iterations of the software or service. Feedback from both sides is constantly taken into account for upcoming releases so all issues can be resolved early on.

3. Promoting new products

In ADs marketing, it's often important to "sell" the product or service you're working on. Google product marketers may be responsible for creating content that will convince potential customers and investors of its worth. This might include presentations, reports, blog posts, videos, ads/social media campaigns - anything in an effort to get people excited about a new innovation or app release.

At this stage in development, there'll also typically be ongoing discussions around how best to promote the final software or service launch (timing is everything!) so all stakeholders are kept up-to-date with deadlines and plans as they evolve over time.

4. Tracking the performance of consumer products 

Google product marketers are responsible for tracking the performance of a project from its launch point to see what is working and what isn't. They might be tasked with looking at how many people have downloaded an app, or whether there's been any negative press coverage - anything that will help them predict future success rates in order to make projections on revenue and costs. 

Also, a Google product marketing manager might be in charge of measuring how great products are performing in terms of market share, conversion rates, and average revenue per user.

5. Reporting on PM metrics to stakeholders 

A Google product marketing manager will be in charge of working with cross-functional teams and reporting on their metrics to stakeholders and use this data as a way to improve problem-solving skills and ultimately the company's products.

Some of these metrics can include:

  • ROI
  • Conversion rates
  • Average revenue per user 
  • Customer churn rates

By keeping track of these metrics, a Google product marketing manager will be able to make data-driven decisions - rather than relying on intuition or speculation. This can help them identify what new initiatives are worth investing in and what should be abandoned. 

6. Follow and analyze market trends

 A Google product marketing manager will be responsible for following and analyzing trends in the market. This can help them identify new ways to reach their customers, as well as how they should adjust their messaging and approach.

Analyzing market trends is also important because it can help a Google product marketing manager identify customer segments and preferences. 

This information is then used to inform the company's strategy for targeting their audience, as well as how they go about managing campaigns and products.

In addition to analyzing trends in the market, a Google product marketing manager may have responsibility for trend reports - compiling qualitative research into quantitative findings that are actionable.

7. Develop customer insights

A Google product marketing manager will also be responsible for developing new consumer insights - such as determining what value consumers place on certain features or benefits of a particular service. 

This data can then be leveraged to make decisions around which features should remain in future versions of that software, app, or other digital experience.

8. build go-to-market strategies

A go-to-market strategy is the process of deciding how to approach a market ecosystem

Market research is important for this, which Google product marketing managers are responsible for conducting alongside their other duties.

A go-to-market strategy might include things like pricing models or advertising plans - and it's the job of Google product marketing managers to oversee those decisions as well.

Google Product Marketing Manager Average Salary

Google product marketing managers are well compensated. According to Glassdoor, the average salary for a Google product marketing manager is $154K per year and can range from anywhere between $73k-265k depending on experience level. 

Google Product Marketing Manager Benefits

Google product marketing managers get the best of both worlds. They are able to work with tons of data in a creative and entrepreneurial environment - which usually means they'll be working on small teams, where everyone has an equal say in what gets done. This is also one major benefit of Google being a Fortune 500 company that prides itself on its ability to provide excellent benefits for employees such as:

  • Competitive salaries 
  • Comprehensive health insurance coverage 
  • Generous vacation time policy 
  • Flexible spending accounts 
  • Tuition reimbursement program

Google Associate Product Marketing Manager Program

The Google Product Marketing Manager (APMM) program is designed to give ambitious, self-starting professionals the tools they need to launch a successful career in marketing. You'll be able to choose from two different tracks: Brand Marketing or Product Management

You will learn both the foundational principles of Biz Dev and P&L management while also getting hands-on experience with digital marketing channels like SEO, paid search advertising, and email outreach. In just 12 months you will have what it takes to successfully lead your own product marketing efforts at Google or any other company around the globe.

Google APM Program Tasks

Google APMMs program focuses mainly on the following tasks:

  1. Growth marketing: Google's marketers implement a comprehensive campaign strategy, which typically includes SEO, paid search advertising, and email outreach.
  2. Brand: Google's marketing team is responsible for understanding Google's brand and communicating it to external audiences.
  3. Product: Google marketing managers work to drive interest in Google products, as well as generate product feedback for the engineering teams.

Who can apply to Google APMM 

Candidates usually have different product management backgrounds including business, psychology, public policy, etc. Analytical creativity is required for this role. 

How can you apply to Google's APMM program?

Application processes vary depending on the current availability of openings on their career site. Google has a fluctuating demand for product marketing managers depending on the year and region. 

In the meantime, you might want to get prepared with the most common product marketing manager interview questions. Also, you might want to consider getting any other product management certification or perhaps enrolling in a product management bootcamp

Google product marketing manager Vs. Google marketing manager

Product marketers at Google are responsible for understanding and communicating the value of our products to both consumers and business partners, which includes identifying target audiences and developing content that is organized according to their preferences. 

Marketing managers on the other hand may have more responsibility around running advertising campaigns or public relations efforts. 

A Google Product Marketing Manager might be more involved with developing partnerships, localizing content or digital campaigns, as well as coming up with creative ideas to help people get their questions answered about our products and services. 

Is Google's product marketing management career path worth it?

Working as a Google product marketing manager might seem daunting. However, Google's product marketing management career path can offer many opportunities and benefits.

Everything depends on what you are looking for. If you have analytical skills and enjoy using data to help make decisions, Google's product marketing management career path might be a good fit for you.