A Digital Product Manager is a professional who oversees the development and management of digital products, such as software applications, websites, or mobile apps. They play a crucial role in bridging the gap between the business, technology, and user experience aspects of a product. In this blog post, we describe the primary responsibilities and the most in-demand hard and soft skills for Digital Product Managers.

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Main Responsibilities of a Digital Product Manager

The following list describes the typical responsibilities of a Digital Product Manager:

Acquire

Acquire appropriate tools for content management, targeting, campaign execution, attribution.

Act as

Act as a product evangelist and advocate both internally and externally.

Advise

Advise senior management on the business implications of complex and high-impact projects.

Advocate

Advocate for a seamless user experience and incorporate usability testing and feedback into product development.

Apply

Apply advanced principles, theories, and concepts.

Assist in

Assist in the development of strategic plans.

Build

• Build and / or secure relevant intellectual property to manage libraries appropriately.

• Build and promote a product culture of "Continuous Discovery and Delivery”.

• Build change management plans of varying scope and type.

• Build effective relationships with internal / external stakeholders.

• Build effective relationships with internal / external stakeholders including third party suppliers.

• Build hypothesis, test & iterate to formulate an agile product development approach.

• Build new tools and features for our innovative social selling platform.

• Build strong relationships with leading KOLs around the world.

Champion

Champion this vision throughout the organization.

Collaborate with

• Collaborate cross-functionally in sprint planning, grooming and prioritization.

• Collaborate on testing strategy with the D.

• Collaborate with cross-functional teams, including designers, developers, and stakeholders, to ensure successful product delivery.

• Collaborate with engineering and operations teams to plan and execute product releases.

• Collaborate with internal and external stakeholders in order to deliver on business objectives.

• Collaborate with marketing teams to develop effective product launch plans and marketing campaigns.

• Collaborate with stakeholders during the visioning and concept development of a product.

Communicate

• Communicate it with wider organization.

• Communicate, present, and influence effectively to multiple levels of the organization.

Conduct

Conduct market research and competitor analysis to identify customer needs and market trends.

Construct

Construct and maintain workflow charts and diagrams.

Contribute to

Contribute to the development of innovative principles and ideas.

Control

Control the budget expenditure.

Coordinate

• Coordinate and conduct user acceptance testing to validate product functionality and usability.

• Coordinate sprints, retrospective meetings and daily stand-ups.

Create

• Create and implement testing and QA plans to ensure positive consumer outcomes.

• Create and maintain a product backlog, including user stories and acceptance criteria.

• Create partnerships throughout the department to build synergies across lines of businesses.

• Create product documentation, including user guides, release notes, and product specifications.

• Create reasons to believe, and inspire teams to realize the vision.

• Create vision and scope for features for the Mobile app.

• Create wireframes, mockups, and prototypes to illustrate product features and functionality.

Decides

Decides how to address requirements / user stories / product needs.

Define

• Define and analyze metrics that inform the success of digital products.

• Define and track key product metrics to measure success and guide decision-making.

• Define, govern, and report success indicators.

• Define parameters for color records (master and dependent) and overall architecture.

• Define pricing structures, licensing and distribution mechanisms.

• Define the end to end product supporting the business & customer-centricity strategy.

• Define the product roadmap through research and understanding of business goals.

• Define the product vision, goals, and objectives.

Deliver

Deliver stock research tools for the active private investor.

Design

Design product strategy and roadmap.

Determine

Determine the priority of features and enhancements based on user feedback, market demand, and business value.

Develop

• Develop a bold product vision, strategy and roadmap.

• Develop a product strategy and roadmap aligned with business goals.

• Develop comprehensive specifications and user stories.

• Develop go to market product launch plans for new or enhanced services, products or solutions.

• Develop product marketing bulletins on new and current products.

• Develop strategies to increase customer engagement and retention.

• Develop the appropriate data strategies to support our future business intelligence strategies.

• Develop the product feature requirements for flagship the mobile app..

Direct

Direct external agencies or in-house staff to develop and deploy creative and content.

Draft

Draft strategy and product updates.

Drive

• Drive agile product development with aim to launch and learn from MVPs.

• Drive and deliver improved conversion, visits and customer acquisition to both the website and app.

• Drive teams and sets the pace, ensuring teams are working towards delivery commitments.

• Drive the strategy and roadmap for your product using customer analytics to drive prioritization.

• Drive the use of data to generate insights and actions about product, unmet needs and results.

• Drive to achieve at all costs, with a deadline-driven / high ownership mentality.

Engage

• Engage business partners to develop and execute action plans to address gaps.

• Engage in problem solving with analytics to determine trends and root causes.

• Engage with customers through interviews, small group sessions, and broader market research.

• Engage with stakeholders to gather requirements, address concerns, and align expectations.

Ensure

• Ensure product compliance with relevant regulations and industry standards.

• Ensure products and releases are launched correctly and on schedule.

• Ensure the health of the tea, Member Focus -.

• Ensure the values of our customers are effectively woven throughout the product.

Establish

• Establish iterative, rapid cycle campaign calendar.

• Establish value propositions with monetization models for technology partners and end users.

Execute

Execute ongoing operations, KTLO and management of applications in the bank digital ecosystem.

Facilitate

Facilitate stakeholder feedback to inform multi-year product roadmaps.

Foster

• Foster a culture of innovation and encourage creative problem-solving within the team.

• Foster a mobile-first digital culture, and implement effective and adaptive strategies.

• Foster a sense of urgency to achieve goals and leverage resources to overcome unexpected obstacles.

Gather

• Gather and leverage market data to identify opportunities and ways to enhance the new online product.

• Gather and understand their pain points, needs, and aspiration.

• Gather user feedback through surveys, interviews, and data analysis to drive product improvements.

Generate

Generate innovative ideas.

Good

Good use of user research and business cases to drive decisions and improve products.

Help

Help determine business priorities and best sequence for execution of business / group strategy.

Hold

Hold self-accountable for achieving established performance objectives.

Identify

• Identify and mitigate potential risks and issues that may impact the product's success.

• Identify emerging issues and trends to inform decision-making.

• Identify, prospect and acquire partners through disciplined consultative sales process.

• Identify revenue growth opportunities and ways to enhance our client's customer experiences online.

Implement

• Implement agile practices and participate in sprint planning, daily stand-ups, and sprint reviews.

• Implement digital enhancements based on user feedback.

• Implement effective methodologies for gathering internal and external insights and requirements.

Influence

Influence and negotiate to achieve business objectives.

Innovate

Innovate and develop friction-free products that solve problems for BCAA customers.

Inspire

Inspire the client's confidence in their leadership and organizational skills.

Keep

Keep ahead of industry trends, industry standards and best practices through continued learning.

Lead

• Lead all launch activities with a drive for adoption.

• Lead and motivate cross-functional teams to achieve product goals.

• Lead Business / User acceptance testing (UAT).

• Lead / facilitate solution design, feature development, QA and acceptance testing.

• Lead large transformational initiatives.

• Lead meticulous UI / UX audits to validate design, functionality and customer journey flows.

• Lead the continuous improvement of eCommerce platforms for global domains.

• Lead the product team to implement quality features.

Leverage

Leverage research data, user feedback, or other objective information to support product direction.

Liaise with

Liaise with internal and external journey contributors.

Maintain

• Maintain accurate experimental records and perform data analysis on results.

• Maintain business requirements, user personas, and experience journeys.

• Maintain, refine and prioritize the Continuous Improvement product backlog on a regular basis.

Make

Make creative recommendations to expand product base and vision.

Manage

• Manage a multi-skilled team in charge of a portfolio of products through its entire lifecycle.

• Manage a team of internal / external SMEs (use case dependant).

• Manage a team supporting career development, performance evaluation and people management.

• Manage day to day operational issues related to analytical use cases, and applications.

• Manage digital staff, department operations and mentor junior digital analysts as assigned.

• Manage expectations with effective communication.

• Manage IT and vendor relationships.

• Manage stakeholders across teams to work toward a single vision.

• Manage the backlog for your digital products / stories / tasks.

• Manage the product budget, including resource allocation and cost control.

• Manage the product throughout its lifecycle, from ideation to retirement.

Meet

Meet financial and operating targets.

Mentor

Mentor and manage work of junior business analysts and product managers.

Monitor

• Monitor and evaluate product performance / lifecycle to iterate and improve capability.

• Monitor campaign results to optimize programs.

• Monitor project progress by tracking activity.

Oversee

Oversee digital product development to ensure on-time and on-budget launches.

Own

Own the vision and execution of websites, digital products, & eCommerce experiences.

Participate in

Participate in the planning process for new product features and projects.

Perform

• Perform customer research to gain a deep understanding of customer's needs and goals.

• Perform other duties as assigned by management.

Prioritize

• Prioritize and oversee the design, implementation, and delivery of new products / features.

• Prioritize product backlog based on business priorities, market changes, and team velocity.

Provide

• Provide advice and guidance to assigned business / group on implementation of solutions.

• Provide digital strategic direction on integrated e-commerce initiatives.

• Provide guidance and support to the journey owner during the research and design phases.

• Provide input to the planning & implementation of changes in the channel operations environment.

• Provide product and process expertise to manage the business and people impacts of work.

• Provide specialized consulting, analytical and technical support.

• Provide training and educational materials to internal teams and external users.

• Provide white-glove client service.

Recommend

• Recommend and implement solutions based on analysis of issues and implications for the business.

• Recommend controls by identifying problems.

• Recommend digital product sunset and systems integrations.

Refine

Refine as a part of continuous improvement process.

Represent

Represent business in agile development stage.

Research

Research and establish partnership opportunities with key vendors and agencies.

Review

Review of campaign and content to performance to create ongoing improvements.

Run

• Run experiments and use data to validate ideas and quickly eliminate ineffective ones.

• Run sprints, provide requirements, clarify engineering questions, perform UAT and QA.

Set-up

• Set-up experiments to continually improve KPIs.

• Set-up permission and licensing mechanisms to enable controlled monetizing of the libraries.

Simplify

Simplify products with insurance experts to improve customer experience.

Stay updated on

Stay updated on industry trends, competitors' products, and emerging technologies.

Supervise

Supervise or act as Product Manager - the "mini-CEO”.

Support

• Support Digital Program Management.

• Support private bank digital strategy.

• Support the design and delivery of customer digital experiences for a designated portfolio.

• Support the research and analysis of the market, users, and the roadmap for the product.

Track

• Track record of creating a long-term vision and operating in the details of short-term projects.

• Track the status of ongoing projects.

Translate

• Translate business needs and requirements into design concepts and actionable user stories.

• Translate ideas into product designs.

• Translate technology and business requirements.

• Translate the design requirements in actionable plan and technical requirements.

Understand

Understand data and evidence gathering methods.

Use

• Use analytics and industry, customer and competitor insights to inform the product backlog.

• Use data to drive decisions.

• Use flexible methods to surface customer needs and posit value propositions.

• Use OKRs to get results for our clients, firm and team.

Use

• Use test n learn approach with champion / challenger campaigns.

• Use your domain knowledge to keep all ideas and projects focused on the private investor.

Utilize

Utilize data and analytics to make informed product decisions and measure product success.

Validate

Validate customer workflows, needs, and barriers throughout development phases.

Work with

• Work closely with a multidisciplinary scientific team.

• Work closely with customer support teams to address customer inquiries, issues, and feature requests.

• Work closely with the core product squads to facilitate collaboration and minimise overlap.

• Work in an Agile scrum team, ensuring the teams are aligned around similar goals and objectives.

• Work proficiently with analytics tools like Mixpanel and Google Analytics.

• Work with ad agency to create, manage, and refine ads.

• Work with agile and legacy IT teams to build and deploy product.

• Work with customer success to help provide product support.

• Work with internal and external stakeholders to gain alignment and drive the project forward.

• Work with marketing to promote new features to the community.

• Work with marketing to promote new product features.

• Work with product line and general management to negotiate partner agreements.

Write

• Write epics and user stories and run an agile development process.

• Write product objectives, KPIs, user stories and test criteria.

• Write user stories and helps to define requirements.

Most In-demand Hard Skills

The following list describes the most required technical skills of a Digital Product Manager:

1. Product Management Tools: Proficiency in tools like JIRA, Trello, or Asana for product planning and collaboration.

2. Data Analysis: Strong analytical skills to interpret product metrics and make data-driven decisions.

3. UX/UI Design: Understanding of user experience and user interface design principles to ensure intuitive product interfaces.

4. Agile Methodologies: Experience with Agile frameworks like Scrum or Kanban for effective product development and delivery.

5. Technical Knowledge: Familiarity with technologies and platforms relevant to digital product development, such as web development, mobile app development, or software engineering.

6. Project Management: Ability to manage projects, timelines, and resources effectively.

7. Product Strategy: Proficiency in developing and implementing product strategies aligned with business objectives.

8. Market Research: Skills in conducting market research, competitive analysis, and customer insights gathering.

9. User Testing: Experience in planning and conducting user testing sessions to gather feedback and validate product features.

10. Data Visualization: Ability to present complex data and insights in a visually compelling and easy-to-understand manner.

11. Product Roadmapping: Competency in creating and maintaining product roadmaps that align with business goals and market trends.

12. A/B Testing: Knowledge of A/B testing methodologies to optimize product features and user experience.

13. API Integration: Understanding of API integration to enable seamless connections with third-party systems and services.

14. Quality Assurance: Familiarity with quality assurance processes and methodologies to ensure product reliability and performance.

15. Product Pricing and Monetization: Ability to develop pricing strategies and identify monetization opportunities for digital products.

16. Business Acumen: Understanding of business principles, revenue models, and financial analysis related to product management.

17. Technical Writing: Proficiency in creating clear and concise product documentation, such as user guides and specifications.

18. Data Privacy and Security: Knowledge of data privacy regulations and security best practices to ensure compliance.

19. SEO and Digital Marketing: Awareness of search engine optimization (SEO) techniques and digital marketing strategies to enhance product visibility and reach.

20. Cloud Computing: Familiarity with cloud platforms and services, such as AWS or Azure, for scalable and secure product deployment.

Most In-demand Soft Skills

The following list describes the most required soft skills of a Digital Product Manager:

1. Leadership: Ability to lead and motivate cross-functional teams and drive product success.

2. Communication: Excellent verbal and written communication skills to effectively convey ideas, requirements, and updates to various stakeholders.

3. Collaboration: Strong collaboration and teamwork skills to work seamlessly with designers, developers, marketers, and other stakeholders.

4. Problem-solving: Aptitude for identifying problems, finding creative solutions, and making informed decisions.

5. Adaptability: Flexibility to adapt to changing priorities, market dynamics, and emerging technologies.

6. Empathy: Capacity to understand user needs, pain points, and motivations to create customer-centric products.

7. Strategic Thinking: Ability to think strategically and make decisions that align with long-term business goals.

8. Time Management: Effective time management skills to prioritize tasks, meet deadlines, and manage multiple projects simultaneously.

9. Influencing and Negotiation: Proficiency in influencing and negotiating with stakeholders to drive product decisions and gain buy-in.

10. Emotional Intelligence: Awareness and control of emotions, as well as the ability to empathize and build strong relationships with team members and stakeholders.

Conclusion

Digital Product Managers play a pivotal role in shaping and delivering successful digital products. By understanding and embracing their responsibilities and acquiring the necessary hard and soft skills, they can drive innovation, enhance user experiences, and contribute to the growth and success of their organizations in today's digital landscape.