{"id":16756,"date":"2019-07-26T18:11:16","date_gmt":"2019-07-26T18:11:16","guid":{"rendered":"https:\/\/productcollective.com\/?p=16756"},"modified":"2019-07-26T18:11:17","modified_gmt":"2019-07-26T18:11:17","slug":"4-emerging-product-roles-2019","status":"publish","type":"post","link":"https:\/\/productcollective.com\/4-emerging-product-roles-2019\/","title":{"rendered":"4 Emerging Product Roles in 2019"},"content":{"rendered":"<p class=\"p2\"><span class=\"s1\">When you think about digital product jobs, the well-known roles that come to mind may be: UX Designer, Product Manager, Engineer and Architect, Sales, and Product Owner, to name a few. I\u2019m old enough to remember when these were still fairly new.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">In 2019, we\u2019ve seen some newer roles emerge and some that have evolved. Macro trends in product such as increasing consumer demands, emerging B2C marketing and sales channels, product-led growth, and cheaper development costs are creating new conditions and new demands on product teams. We\u2019re also seeing the impact of more in-product data analytics and initiatives like <a href=\"https:\/\/www.productled.org\/\"><span class=\"s2\">product-led growth<\/span><\/a> emerge.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">In this article I want to capture a few new roles that have either emerged over the past few years or have evolved significantly. My hope is that growing product teams can use this to better understand how to fill out their team, and those seeking jobs in product have a better understanding how their skills may fit with new roles.<\/span><\/p>\n<h3 class=\"p1\"><span class=\"s1\"><b>Product Designer<\/b><\/span><\/h3>\n<p class=\"p2\"><span class=\"s1\">This isn\u2019t a new title by any means. It continues to be used in industrial design to refer to physical products, and while it has been used in tech for some time, what it actually implies has been evolving. UI, UX and visual design are all components of this role, but <a href=\"https:\/\/innovatemap.com\/resources\/wisdom\/the-difference-between-ux-ui-and-product-design\/\"><span class=\"s2\">what truly makes it \u201cproduct\u201d is the additional focus on issues related to adoption and usage of product.<\/span><\/a><\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">Designers own feature design, and are experts at optimizing user workflows. But as the software industry has evolved, the bar has risen on UX to the point that it\u2019s not simply enough to have a \u201cbetter design.\u201d Issues like adoption, conversion, and retention have grown in importance as the landscape has gotten more competitive. Historically, these types of issues have been the domain of sales and marketing. Today creative product designers that know users well are now tasked with providing <a href=\"https:\/\/growth.design\/blog\/\"><span class=\"s2\">creative solutions to these problems<\/span><\/a>.\u00a0<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\"><b>Other Titles<\/b><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\"><span class=\"s1\">UX Designer<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">UI Designer<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Growth Designer<\/span><\/li>\n<\/ul>\n<p class=\"p4\"><span class=\"s1\"><b>Skills<\/b><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\"><span class=\"s1\">Concept Design<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Conversion Flow Design<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Prototyping<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Visual Design<\/span><\/li>\n<\/ul>\n<p class=\"p4\"><span class=\"s1\"><b>Typical Responsibilities<\/b><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\"><span class=\"s1\">Finding opportunities to increase adoption of features<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Streamlining conversion points in buying, and signing up for product<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3 class=\"p1\"><span class=\"s1\"><b>Product Marketing Director<\/b><\/span><\/h3>\n<p class=\"p2\"><span class=\"s1\">Another role that isn\u2019t new but is quickly evolving in importance due to many of the same factors I mentioned above. To understand this role, it\u2019s first important to understand how product marketing is different than marketing.\u00a0<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">At their core, they both are tasked with understanding a market and promoting the product to the right audience. But <a href=\"https:\/\/innovatemap.com\/resources\/wisdom\/the-four-basic-components-of-product-marketing\/\"><span class=\"s2\">product marketing takes a more strategic position in the organization<\/span><\/a>. They act as the translator between marketing, sales, and product teams, and are responsible for things such as product brand strategy, product hierarchy, product packaging, and positioning. Marketers typically execute campaigns and collateral that tie to that overarching position, message, and hierarchy. The output of a marketer is fairly tangible to an outsider, but the output of a product marketer is behind the scenes.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">It\u2019s common to see marketers move into product marketing but it\u2019s important to understand that this role is more of an architect than a builder: product marketers create the framework, marketers bring that framework to life. This role must lead with confidence and work with brand designers, marketing, sales and the product team to be successful.<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\"><b>Titles<\/b><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\"><span class=\"s1\">Product Marketing Director<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Product Marketing Manager<\/span><\/li>\n<\/ul>\n<p class=\"p4\"><span class=\"s1\"><b>Skills<\/b><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\"><span class=\"s1\">Product Positioning and Messaging Framework<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Product Hierarchy<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Packaging<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Sales Enablement<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Technical product knowledge<\/span><\/li>\n<\/ul>\n<p class=\"p4\"><span class=\"s1\"><b>Responsibilities<\/b><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\"><span class=\"s1\">Establishing clear market positioning to guide all downstream product decisions<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Managing creative teams to ensure collateral, visual identity and brand tell a consistent story<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Establishing messaging guidelines to guide internal and external product marketing activities<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Creating internal alignment across all product, marketing and sales organizations<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3 class=\"p1\"><span class=\"s1\"><b>Growth Product Manager<\/b><\/span><\/h3>\n<p class=\"p2\"><span class=\"s1\">Product Managers typically oversee products and features, but Growth Product Managers oversee growth-oriented initiatives. I touched on this in the description for product designers. More mature platform and e-commerce teams will often have entire teams dedicated to growth initiatives, much like mature software teams will have product teams devoted to product maintenance and support initiatives. The role of a growth product manager operates outside of a particular feature and product and oversees growth <i>across <\/i>products.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">In earlier stage companies, or companies driven by longer sales cycles, outbound sales, or those operating in less competitive markets, dedicated growth teams aren\u2019t necessary. However, it\u2019s becoming more common that these industries have dedicated growth product managers that oversee conversion, adoption and retention to ensure that all teams are focused on these efforts. As I said earlier, these areas are not solely the domain of sales and marketing; they now must be addressed by all teams, and growth product managers are the people that keep teams in sync.\u00a0<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">Why would a product manager be devoted to growth? Imagine a product has been selling well but is starting to see hints at attrition\u2014customers abandoning their product. The reasons will likely cross several features.\u00a0<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">One product manager might oversee settings and privacy, another might oversee analytics. But the attrition might be due to workflows that are crossing those features. Maybe users aren\u2019t seeing the right analytics they want because the admin has hidden these from their dashboards. And maybe the admin hid them because user settings were confusing to find.\u00a0<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">A growth product manager can uncover these inefficiencies across the products through tools like <a href=\"https:\/\/www.pendo.io\/\"><span class=\"s2\">Pendo<\/span><\/a> or <a href=\"https:\/\/www.appcues.com\/\"><span class=\"s2\">Appcues<\/span><\/a>, and then working with product designers (who may often be serving more than one feature team) to find solutions.<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\"><b>Titles<\/b><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\"><span class=\"s1\">Growth Product Manager<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Product Manager<\/span><\/li>\n<\/ul>\n<p class=\"p4\"><span class=\"s1\"><b>Skills<\/b><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\"><span class=\"s1\">Data Analysis<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Metrics-based Roadmap Planning<\/span><\/li>\n<\/ul>\n<p class=\"p4\"><span class=\"s1\"><b>Responsibilities<\/b><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\"><span class=\"s1\">Utilizing in-product analytics tools<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Creating product initiatives aligned to product growth goals<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Connecting with customer to uncover opportunities and pain points<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3 class=\"p1\"><span class=\"s1\"><b>Data Scientist<\/b><\/span><\/h3>\n<p class=\"p2\"><span class=\"s1\">I\u2019ve saved the best for last. I imagine this role is not new to anyone but its role on a product team is evolving fast. Marty Cagan, one of the most distinguished leaders of product has discussed how <a href=\"https:\/\/innovatemap.com\/podcast\/the-real-definition-of-a-product-manager\/\"><span class=\"s2\">the data scientist is becoming the next new pivotal product role<\/span><\/a>.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">Similar to growth teams, company size and product maturity will often determine <a href=\"https:\/\/www.altexsoft.com\/blog\/datascience\/how-to-structure-data-science-team-key-models-and-roles\/\"><span class=\"s2\">whether a data science team is needed<\/span><\/a>, or whether data scientists will integrate with development and product teams. In my experience, I\u2019ve seen data science impact the product in two key ways. The first is how data can help improve the product\u2019s experience. Consumers no longer want to see charts and graphs, they want their product to make recommendations for them. Data scientists create structures and machine learning algorithms that help turn these hard numbers into real-world suggestions.\u00a0<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">The second way data scientists impact the product is through in-app analytics. Growth product managers become highly dependent on these statistics to make product decisions, but data scientists help provide the data. Once products gain traction and product market fit, the questions of how a product is being used gains more importance. Data scientists can work alongside product teams to help translate product analytics to influence product decisions.<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\"><b>Titles<\/b><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\"><span class=\"s1\">Data Scientist<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Data Analyst<\/span><\/li>\n<\/ul>\n<p class=\"p4\"><span class=\"s1\"><b>Skills<\/b><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\"><span class=\"s1\">R Programming<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Server\/Cloud Architecture<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Machine Learning<\/span><\/li>\n<\/ul>\n<p class=\"p4\"><span class=\"s1\"><b>Responsibilities<\/b><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\"><span class=\"s1\">Creating data models that can scale as product usage grows<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Creating algorithms to support product experiments<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Communicating complex algorithms so product teams can understand<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Interpreting product and user requirements<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p class=\"p2\"><span class=\"s1\">Consumer demands and vastly improving technology is opening the door for exciting new roles in digital product teams. Data is no longer relegated to server rooms, designers are no longer executing top-down feature requirements, and product managers and marketers are now being asked to own sales and growth.\u00a0<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">While many product companies are starting to hire these roles, in many cases it may be up to you to carve out these roles yourself. But whether you\u2019re looking for growth opportunities for your product team or are on the hunt for a new job opportunity, start looking in one of these four areas to be ahead of the curve.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When you think about digital product jobs, the well-known roles that come to mind may be: UX Designer, Product Manager, Engineer and Architect, Sales, and Product Owner, to name a few. I\u2019m old enough to remember when these were still fairly new. In 2019, we\u2019ve seen some newer roles emerge and some that have evolved. [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":16758,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 Emerging Product Roles in 2019 - Product Collective | Organizers of INDUSTRY: The Product Conference<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/productcollective.com\/4-emerging-product-roles-2019\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Emerging Product Roles in 2019 - Product Collective | Organizers of INDUSTRY: The Product Conference\" \/>\n<meta property=\"og:description\" content=\"When you think about digital product jobs, the well-known roles that come to mind may be: UX Designer, Product Manager, Engineer and Architect, Sales, and Product Owner, to name a few. 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He is a detail-oriented visionary that challenges entrepreneurs to think bigger. As the lead of Innovatemap\u2019s UX team, he works closely with UX and product marketing to make sure products are well-designed and marketable. 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