The Product Manager is responsible for shaping and delivering a product portfolio aligned to company strategy, owning product performance and lifecycle management from concept to obsolescence.
They are an expert on customer needs, market dynamics, and product value, translating technical capabilities into clear customer outcomes and compelling value propositions.
Product Lifecycle and Portfolio Management
- Manage the full product lifecycle from initial development and market introduction through growth, maturity, decline, and product obsolescence.
- Manage product inter‑relationships, allocating resources across the portfolio and defining long‑range strategy to ensure overall market success.
- Own multi‑year product roadmaps aligned to company strategy, ensuring continuous optimisation using customer feedback, performance insights, and market trends.
- Lead cross‑functional collaboration across engineering, digital, operations, marketing, and sales to ensuresuccessful delivery of roadmap objectives.
- Evaluate build‑versus‑buy decisions to ensure effective delivery of new features, capabilities, or products.
- Ensure products incorporate appropriate resilience, quality, and risk‑mitigation considerations throughout the lifecycle.
Market, Customer and Product Strategies
- Gain a deep understanding of customer experience, identify and fill product gaps, and generate new ideas that grow market share, improve customer experience, and drive growth.
- Define the market opportunity for each product, performing segmentation and targeting to identify priority customer groups.
- Conduct market and customer research to gather insight into target personas, buyer needs, and purchasing decision processes, translating product strategy into detailed market requirements.
- Develop product pricing, positioning, and value propositions that resonate with target audiences.
- Act as a product evangelist to build awareness and understanding.
- Support marketing in the development of positioning, value propositions, and messaging content that resonate with the buying audience for sales enablement.
- Evaluate promotional plans to ensure alignment with product strategy and effective communication of value.
- Represent the company by visiting customers to solicit feedback on products and services.
New Product Development and Launch
- Own the New Product Development (NPD) process and content, including initial proposals, market analysis, business plans, and launch activities.
- Assemble and lead NPD teams through the stage‑gate process.
- Oversee market launches in collaboration with marketing, PR, executives, and product management colleagues.
- Ensure product development activities meet customer, regulatory, technical, and commercial requirements throughout the lifecycle.
- Oversee post‑launch performance, ensuring lessons learned and customer feedback feed into continuous product improvement.
