How to Become an Associate Product Manager in 2024
- blogs
- 5 min read
Every year, tens of thousands of people aspire to break into product management, and one of the most popular and rational ways of getting there is to start as an Associate Product Manager (APM). It’s a position that many college graduates, career changers, and young professionals target because it not only provides experience but, more importantly, gives the opportunity to work on products that really make a difference in people’s lives.
There are very good reasons why many people aspire to become Associate Product Managers – this is one position that provides tremendous learning opportunities as well as personal growth and the ability to participate in product development aided by the guidance of product managers. Nevertheless, all the aspirations should be matched with a note that securing an Associate Product Manager position is not generally rosy. The market is highly competitive, the scope of work is wide, and a lot of information has to be absorbed. This is natural and intimidating in the beginning.
Good news. You absolutely can do this. With the proper preparation, mindset, and effort, you can walk the path toward becoming an Associate Product Manager. This blog will break everything down for you step by step and tell you how to get there. To guide you, this blog details the skills you need, the steps to take, and what to expect. Whether just out of school or looking to transition from a different field, we’ve got you covered.
Key Takeaways:
- The Associate Product Manager is the entry route into product management where one gets hands-on experience and mentorship.
- Associate Product Managers work across the different stages of the product lifecycle- from research to providing invaluable hands-on experience in real-world product development.
- The main Skills required by associate product managers include data analysis, market research, communication, problem-solving, and empathy – all skills, which an APM can develop on the job.
- Associate Product Manager programs at the largest companies, including Google and Facebook, have defined career ladders, where APMs often graduate to senior product roles within a few years.
- Breaking into an Associate Product Manager role requires a mix of education, experience, networking, and the development of both technical and soft skills.
What is an Associate Product Manager?
So, what exactly is an Associate Product Manager? The Associate Product Manager role is essentially an entry-level position in the product management role. It’s designed for people who are new to the field but are eager to learn. As an Associate Product Manager, you get to work closely with senior product managers and contribute to the product development process while learning the ins and outs of the role.
The job involves working on different stages of the product lifecycle, from research and development to product launches and everything in between. You won’t be expected to run the show right away, but you’ll play an important part in making sure things are moving in the right direction. It’s the perfect role for someone who wants to build a strong foundation in product management while still having room to grow.
At Google, for example, their Associate Product Manager Program is one of the most well-known in the world. It’s specifically designed for individuals just starting their careers. Participants work on actual products, get mentorship from experienced leaders, and develop the skills needed to become successful product managers. This type of hands-on learning is what makes the Associate Product Manager role so valuable.
What Does an Associate Product Manager Do?
There are a lot about the responsibilities of an Associate Product Manager, which include learning, contributing, and teamwork. You would be involved in many tasks that would bring the product to life. The role is not one for big decision-making but is very important nonetheless.
Associate Product Manager Roles and Responsibilities:
- Market Research: This could involve delving into customer data and understanding what people want, then getting to the bottom of what the competitors offer. For example, an Associate Product Manager for Spotify can be tasked with understanding why users leave their premium memberships early. They could do this by delving deeper into data that could help the company adjust its offerings, thus boosting retention.
- Team Collaboration: You will work with teams that include representatives from each of the departments, such as design, engineering, and marketing. Your task is to help the teams be in alignment with each other’s visions. For example, an Associate Product Manager at Facebook may work with the design and engineering teams to create a new feature such as “Stories.” It’s more about the new features that meet the company’s goals and enhance user experience.
- User Testing and Feedback: You will also support the organization of user testing sessions. That means soliciting real users to gather feedback on what is working and what is not. For instance, at Airbnb, an Associate Product Manager might assist with testing new search filters and then analyze user feedback to see how the feature can be improved in such a way that finding the perfect vacation rental is easier.
- Tracking Performance: You will aid in the tracking of how a shipped product or feature performs after its ship date by monitoring key performance indicators (KPIs), including user engagement and satisfaction. Thus, when the daily active user levels began dropping in Slack, Associate Product Managers were also part of helping pinpoint problems and suggest improvements to increase retention of users. It’s hands-on, and it gets you learning fast so you will make a real impact in the product.
The Importance of an Associate Product Manager Position
An Associate Product Manager serves as one of the most important stepping stones in the world of product management. It is not only a learning opportunity for you, but a major role for the companies as well. Associate Product Managers can bring fresh ideas and new perspectives to businesses to help them grow.
Invest in Associate Product Manager programs for companies like Google, Facebook, and Atlassian. Use them to find potential future leaders for the products. It is a win-win situation: Companies get energetic and fresh talent, and you get an opportunity to learn and groom yourself in a real-world environment.
As per research from Product Collective, currently, 60% of product managers start in what are very junior positions Associate Product Manager. By definition, therefore, this is one of the proven paths toward even more senior positions in product management. Companies with structured Associate Product Manager programs also tend to have faster product iterations and happier customers, thanks to the new ideas and insights Associate Product Managers bring to the table.
Skills Required to Become an Associate Product Manager
The associate product manager requires a combination of hard and soft skills. Don’t worry if you’re not perfect for all these skills at the moment- any of them can be learned on the job. What’s most important is that you’re willing to learn and how much drive you have towards continually improving.
Hard Skills:
- Data Analysis: You must be comfortable with the numbers. User feedback or performance metrics-it’s all about what they’re going to communicate through the numbers. For example, Associate Product Managers played a big role in analyzing customer data at Netflix. It got the company focused on producing original content, which was a game-changer for them.
- Technical Knowledge: Even though you don’t have to be a code master, some basic knowledge of technology always goes a long way with communicating with an engineer.
- Market Research: Understanding the market is key to building successful products. When Spotify introduced personalized playlists like “Discover Weekly,” Associate Product Managers had a hand in the market research that made this feature possible, ultimately helping the company increase user engagement.
Soft Skills:
- Communication: There has to be very clear and effective communication to coordinate what should be done between the teams that are in charge.
- Problem-Solving: Management of products is fundamentally problem-solving in nature. When ride cancellations started going through the roof at Uber, it unleashed the minds of Associate Product Managers for solutions such as penalty fees for repeated cancellations. That small change made a big difference in totally eradicating the problem.
- Empathy: A great product manager is someone who truly understands the needs and frustrations of their users. At Airbnb, empathy for both hosts and guests led to the development of safety features that made the platform more trustworthy for everyone.
A LinkedIn report from 2023 highlighted that communication, leadership, and problem-solving were among the top skills employers seek in product managers, emphasizing how important it is to develop these soft skills.
Differences Between the Roles of an Associate Product Manager and Product Manager
There is much confusion between the Associate Product Manager and Product Manager roles, as many view it as merely an alternative to one another. However, there are many differences. As an Associate Product Manager, you would be learning the ropes, but a Product Manager would be more responsible and have more power to decide. Here’s a comparison to better help understand the difference:
Feature | Associate Product Manager (APM) | Product Manager (PM) |
Experience Level | Entry-level | Mid to senior-level |
Scope of Responsibilities | Assisting in specific tasks, usually under guidance | Full responsibility for product lifecycle |
Decision-Making Authority | Supports decisions under supervision | Full authority over product decisions |
Mentorship | Receives mentorship from Product Managers | Mentors junior team members |
Strategic Involvement | Focused on execution and learning | Drives strategy and vision for the product |
Associate Product Manager Salary
Salary is always a key factor when considering a career path. So, how much does an Associate Product Manager earn?
United States:
In the U.S., the average salary for an Associate Product Manager is around $80,000 per year. Larger tech companies like Google and Facebook tend to offer higher starting salaries, sometimes reaching $100,000 for new Associate Product Managers.
India:
In India, Associate Product Manager salaries typically range from ₹8,00,000 to ₹12,00,000 per year. This can vary depending on the company and location, with tech hubs like Bangalore and Hyderabad offering competitive packages.
(Source: Glassdoor and Payscale)
Salaries often come with bonuses, stock options, and other benefits, making the overall compensation package attractive, especially at larger companies
How to Become an Associate Product Manager
At first glance, an Associate Product Manager role may appear extremely challenging, but, indeed, with the right approach, it is achievable. Here is how to get there:
- Education: A degree in business, engineering, or marketing is not necessarily required, but there should be a good understanding of how products are manufactured and launched into the market.
- Gain Experience: Look for internships or entry-level roles that can help you gain experience in related fields like sales, marketing, or customer service. Companies like DoorDash often hire Associate Product Managers who have gained experience in different areas before transitioning into product management.
- Develop Skills: Build your technical and analytical skills. Learning tools like SQL, Excel, and product management software can give you an edge in the hiring process.
- Network: Networking is key to breaking into any industry. Attend product management events, webinars, and conferences. Platforms like LinkedIn are also great for connecting with professionals in the field.
- Apply for Associate Product Manager Programs: Many giant tech companies, such as Google, Facebook, and Atlassian, have formal Associate Product Management programs designed to facilitate learning for future product managers.
Becoming an Associate Product Manager in 2024 is a journey that may seem daunting at first, but with the right approach, it’s entirely within your reach. The role offers valuable learning opportunities, career growth, and the chance to contribute to products that impact people’s lives. Whether you’re fresh out of school or transitioning from another field, the Associate Product Manager role is an excellent stepping stone toward a fulfilling career in product management. Stay curious, keep learning, and remember that every step you take brings you closer to achieving your goals.
Becoming a Product Manager is a rewarding career path with many growth opportunities in product management. If you’re looking to start your journey, consider the courses offered by the Institute of Product Leadership (IPL). IPL provides an on-campus UGC-accredited Executive MBA in product management degree program and live online product management courses to help you build the necessary skills and network to succeed in this field. With the right skills and mentoring you can successfully navigate your journey to becoming an APM in 2024.
Frequently Asked Questions
An Associate Product Manager program is designed to train individuals new to product management through hands-on projects, mentorship, and rotations across different teams.
Yes, many companies hire fresh graduates into their Associate Product Manager programs, offering structured learning and growth opportunities for individuals without prior experience.
Associate Product Managers typically grow into full product manager roles within 2-3 years. With time and experience, they can advance to senior roles like Director of Product or even Chief Product Officer (CPO).
A technical background is helpful but not mandatory. Many successful Associate Product Managers come from non-technical fields like business, marketing, or psychology.
Yes, the competition can be tough, especially at larger tech companies. However, by developing the right skills, gaining relevant experience, and networking, you can increase your chances of landing an Associate Product Manager role.
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