How to Become a Digital Product Manager

March 31, 2024
product management
5 min read

As businesses more and more rely on digital products to ensure success, a new role has been gaining steam: the digital product manager. This role is behind the management of any application intended for mobile use, improvement of a website, or generally developing software; digital product managers ensure these products work for the business and for its users.

In this blog, we will understand the role of a digital product manager, the skills required, the responsibilities you will take on, and even a step-by-step guide to get started in this field. Want a job that amalgamates technology, strategy, and user experience? Then this blog will be of great help for you in understanding how to become a digital product manager and what you should expect throughout this journey.

Key Takeaways:

A Digital Product Manager oversees the development and performance of digital products like apps, websites, and software.
Key skills include communication, technical understanding, user focus, and data-driven decision-making.
Digital product managers define product strategy, prioritize features, and collaborate with cross-functional teams.
To become a digital product manager, a mix of education, relevant experience, and soft skills is essential.
In India, digital product managers can earn between INR 8 to 40 lakhs annually, depending on experience and company size.

In this article

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What Is a Digital Product Manager?

A Digital Product Manager is responsible for the overall strategy, development, and performance of digital products such as software, websites, and mobile applications. They act as the bridge between business objectives, user experience, and technical teams to ensure that digital products are both functional and user-friendly.

The resultant need to balance so many stakeholders’ wishes, from developers to designers and sometimes marketing teams, is to be kept in view regarding the success of the product and the customers.

For example, a digital product manager in an e-commerce company may develop a new feature that enables users to improve their checkout experience.

Their role involves coordinating with technical teams to ensure that the feature is implemented efficiently and aligns with business goals like increasing conversion rates.

What Are Digital Product Manager Skills?

Digital product managers require a unique blend of skills that include both technical knowledge and soft skills. Here are the key areas of expertise every digital product manager should develop:

Communication and Collaboration: Digital product managers work with a diverse range of teams, including engineering, design, and marketing. Being able to communicate the product vision and requirements is essential to ensure everyone is aligned and understands their role in the project. Effective collaboration ensures smoother product development.
Technical Understanding: While not required to code, digital product managers need a fundamental understanding of software development. This knowledge helps them communicate effectively with engineers and understand the technical feasibility of certain features or changes.
For instance, understanding how backend systems handle data can help a digital product manager ensure that a new feature integrates seamlessly without causing performance issues.
Data Analysis: Digital products generate vast amounts of data, and digital product managers must know how to interpret this data to guide decisions. Metrics such as user engagement, retention rates, and feature adoption inform whether a product needs improvement or whether it’s performing well.
User-Centric Approach: A successful digital product manager always focuses on the end-user. Creating user personas and understanding customer pain points ensures that the product provides real value. Conducting user research and usability testing is a common way to gather insights that inform product decisions.
Problem-Solving and Adaptability: In the face of technical challenges, market shifts, or budget constraints, digital product managers must remain adaptable and solve problems creatively. Being resourceful and maintaining a positive attitude can keep projects on track, even when obstacles arise.

Digital Product Manager’s Responsibilities

The responsibilities of a digital product manager span the entire product lifecycle—from ideation to post-launch analysis. Here’s a closer look at the key responsibilities of a digital product manager:

Defining Product Strategy and Roadmap: One of the main responsibilities of a digital product manager is to develop a clear product strategy and roadmap. This involves understanding user needs, analyzing competitors, and identifying opportunities to create a product that not only serves customers but also achieves business objectives.
A practical application of this responsibility could be determining which features to prioritize for an app’s next update, based on user feedback and business goals like increasing retention.
Prioritizing Features: Not every feature can be implemented immediately. A digital product manager must prioritize features that deliver the most value to users while considering technical feasibility, market demand, and available resources. This requires making tough decisions about which features to develop first and which ones to delay.
Collaborating with Cross-Functional Teams: Digital product managers work with engineers to ensure the product is technically sound, with designers to guarantee a smooth user experience, and with marketing teams to align on how the product will be presented to users. Cross-functional collaboration is essential for the success of any digital product.
Monitoring Product Performance: After a product is launched, the digital product manager’s job continues. They must monitor the product’s performance, using data analytics to track user engagement, revenue, and feature usage. This helps in identifying areas that require improvement or optimization.
For example, if a feature is not being used as expected, the digital product manager may decide to improve its visibility or functionality based on the data.

How to Become a Digital Product Manager

If you’re looking to become a digital product manager, here are the steps to get started:

Education: While there is no strict educational path for becoming a digital product manager, a degree in business, marketing, or computer science is helpful. Many successful digital product managers also hold an MBA or have pursued specialized certification programs.
Certification Programs: Institutes like Institute of Product Leadership (IPL) offer comprehensive product management courses that teach essential skills such as business strategy, user experience design, and digital marketing.
Gain Experience: To land a digital product manager role, gaining experience in related fields such as project management, marketing, or software development is beneficial. These roles will give you insights into how digital products are built and managed, preparing you for a future role as a digital product manager.
Learn Product Management Tools: Familiarity with product management tools like Jira, Asana, and Trello is essential for managing workflows, tracking project timelines, and communicating with cross-functional teams. Learning how to use these tools will improve your efficiency and effectiveness as a digital product manager.
Develop Soft Skills: In addition to technical skills, soft skills such as communication, leadership, and problem-solving are critical. Digital product managers often lead without direct authority, so the ability to influence and inspire teams is key to driving the product’s success.

Digital Product Manager Salary in India

In India, the salary of a digital product manager varies depending on factors like experience, location, and the size of the company. Here’s a breakdown of the typical salary range:

Entry-Level: INR 8-12 lakhs per annum
Mid-Level: INR 15-25 lakhs per annum
Senior-Level: INR 30-40 lakhs per annum or higher

According to Glassdoor, the average salary for a digital product manager in India is approximately INR 20 lakhs per year. Large tech companies, such as Amazon and Flipkart, offer salaries on the higher end of the spectrum, especially for experienced product managers. Startups may offer lower base salaries but often include additional incentives like equity or stock options.

Becoming a Digital Product Manager is a great way to combine your interest in technology with the ability to solve real-world problems. It’s a role that allows you to shape the products people use every day, from the apps on their phones to the services they rely on. The job offers challenges, but for those who enjoy being at the center of business and technology, it’s highly rewarding.

If you’re considering this career, focus on building the right skills, gaining relevant experience, and staying adaptable. The demand for digital product managers is growing across industries, making it a solid choice for anyone who wants to help create the future of digital products.

Frequently Asked Questions

1. What qualifications do you need to become a digital product manager?

While formal education in business or technology helps, hands-on experience in managing digital projects or products is key. Many digital product managers also pursue certifications in product management to sharpen their skills.

2. Do you need to know how to code to become a digital product manager?

No, coding is not required, but a basic understanding of programming concepts can help you communicate better with engineering teams and understand the technical constraints of the product.

3. How long does it take to become a digital product manager?

It depends on your prior experience. If you have experience in related fields like marketing or project management, it may take around 3-5 years to step into a digital product manager role.

4. Is being a digital product manager stressful?

Like most management roles, it can be stressful at times. Digital product managers often face tight deadlines, conflicting priorities, and the need to balance user expectations with business objectives.

5. What industries hire digital product managers?

Digital product managers are in high demand across industries, especially in sectors like e-commerce, fintech, media, and SaaS (Software as a Service). Companies that rely on digital platforms or products are particularly likely to hire digital product managers.