Digital and Traditional Marketing Careers | Product Marketing Analyst

Product Marketing Analyst

Career Area: Marketing and Public Relations

Occupation Group: Marketing Specialists

Salary

Percentile wages tell how much a certain percentage of an overall population in a geographic area or within a given industry or field makes. The percentile wage estimate is the value of a wage below which a certain percent of workers fall.

An example would be the 25th percentile, 25 percent of workers employed in that occupation earn less and 75 percent earn more than the estimated wage value. At the 75th percentile, 75 percent of workers employed in that occupation earn less and 25 percent earn more than the estimated wage value.

A typical Product Marketing Analyst earns the following wages (national and state):

State

The average salary in North Carolina for those pursuing this career is $86,579

*The salaries depicted here are representative of the range of salaries posted in job listings over the past year. Living wage in North Carolina is $30,000.

National

The average salary in the United States for those pursuing this career is $81,929

*The salaries depicted here are representative of the range of salaries posted in job listings over the past year. Living wage in North Carolina is $30,000.

What Does a Professional in this Career Do?

Works with both developers and users to implement new products, as well as utilize data and user feedback to suggest improvements.

Employment Trends

The job demand and job growth statistics shown here were derived from job posts over the past year. Expected job growth projections are extrapolated from year-over-year job post listing history.

Job demand and job growth is expected at the following rates:

LocationGrowth
North Carolina60+28.8%
Nationwide2202+23.2%

Skills

A professional in this position typically utilizes the following skills in the course of everyday work in this exciting and challenging field:

Baseline Skills

The following are baseline skills every Product Marketing Analyst is expected to have in order to experience success in this field:

  • Communication Skills: The ability to convey information to another effectively and efficiently.
  • Teamwork / Collaboration: Experience working in collaborative efforts with a team to achieve a common goal or to complete a task in the most effective and efficient way.
  • Research: Experience performing creative and systematic work to understand a product, market, or customer, either before building a new solution, or to troubleshoot an existing issue
  • Microsoft Excel: Microsoft Excel is a spreadsheet developed by Microsoft for Windows, macOS, Android and iOS. It features calculation, graphing tools, pivot tables, and a macro programming language called Visual Basic for Applications.
  • Creativity: Mental characteristic that allows a person to think outside of the box, which results in innovative or different approaches to a particular task.

Specialized Skills

These skills are specific to working in this career:

  • Product Development: In business and engineering, new product development (NPD) covers the complete process of bringing a new product to market.
  • Product Marketing: Product marketing is the process of promoting and selling a product to an audience.
  • Product Management: Product management is an organizational lifecycle function within a company dealing with the planning, forecasting, and production, or marketing of a product or products at all stages of the product lifecycle.
  • Marketing: Marketing is the study and management of exchange relationships.
  • Project Management: Project management is the discipline of initiating, planning, executing, controlling, and closing the work of a team to achieve specific goals and meet specific success criteria.

Distinguishing Skills

Any Product Marketing Analyst that possesses the following skills will stand out against the competition:

  • Market Trend: A market trend is a perceived tendency of financial markets to move in a particular direction over time.
  • Marketing Development: Market development is a growth strategy that identifies and develops new market segments for current products. A market development strategy targets non-buying customers in currently targeted segments. It also targets new customers in new segments.
  • Marketing Communications: Marketing communications (MC, marcom, marcomm) uses different marketing channels and tools in combination: Marketing communication channels focuses on any way a business communicates a message to its desired market, or the market in general.
  • Pricing Strategy: Experience optimizing the price of a product or service to fulfill a stated corporate strategy. This could be maximizing profitability, defend an existing market from new entrants, to increase market share within a market, or to enter a new market.
  • Quantitative Research: Knowledge of, or experience performing, the systematic empirical investigation of observable phenomena via statistical, mathematical or computational techniques.

Salary Boosting Skills

A professional who wishes to excel in this career path may consider developing the following highly valued skills:

  • Go-to-market Strategy: A go-to-market strategy (GTM strategy) is an action plan that specifies how a company will reach customers and achieve competitive advantage.
  • Business Case Analysis: Working experience of Business Case Analysis, which can be defined as a decision support and planning tool that projects the likely financial results and other business consequences of an action or investment.

Experience

This position typically requires the following level of experience. The numbers presented in the pie charts below were derived from actual job posts over the past year. Not all job postings list experience requirements.

Experience Required%
0 to 2 years25%
3 to 5 years45%
6 to 8 years17%

Many of the programs offered through NC State are designed for working professionals who need additional credentials to enhance existing work experience.

Students who do not have the expected level of experience may wish to look into internship and employment opportunities.

Common Job Titles

It is possible to find work in this field in positions commonly listed as the following job titles:

  • Product Analyst
  • Senior Product Marketing Analyst
  • Product Marketing Analyst
  • Marketing Analyst
  • Market Research Analyst

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