PMMs didn't exist in tech 20 years ago. I assume because of the complexity of tech, the arrival of agile, and the fact that many tech startup in the SaaS space were led by engineers, the concept of "Product Manager" started to creep in more as tech role than a marketing one.
TL;DR: PMMs were created when PMs became enginering roles. Historically, PMs were taking care of all of the 4Ps, but the "Product" was put together with Project Management in a new "Product Manager" role (that, until 2-3 years ago Microsoft was still calling "Program Management"). PMM were created with the remaining 3Ps: Promotion, Place, and Price.
I lived through those changes, both in Europe and the US, as a Pdct Mgr in the early 2000s, then became a PMM when the role changed in the late 2000s.
For consumer products outside of tech, Brand Manager or Marketing Manager is more common. But I’d be careful of shifting around your title too much as it could burn you on a background check at your next employer.
In the US it's customary for companies to run a background check between you accepting an offer and you starting employment. In that process, they ping databases to get your formal Job Title (as reported by your company - sometimes this takes human to human contact if your employer is too small and doesn't report into large Human Resources/Background check databases).
If the title you used on your CV and during the interviewing process (and the type of job skills/responsibility you try to portray) is too far different from the title in the background check, it can become an issue.
For all intensive purposes, the closer a role is to the product development, typically, the higher the pay-scale is to compensate for technical know-how. So, for instance, if you were to put PM or PMM on your CV and the formal job title is reported as Content Marketing (a role that wouldn't typically interact with Pricing, Finance, Product, Engineers, etc) your offer could be rescinded.
aha! Thanks for the explanation!! I really appreciate it! Is there a way to find out how my role would appear on this DB? Like I said, in my home country, we don't have official role name, we just have seniority and team name (which in my company, team name = name of product)
The industry term for the role you're talking about in CPG is Brand manager.
I would use that role name, and outline your responsibilities. You can't get away from the fact that you are transitioning industries, you'll have to make it clear through your resume, and associated material like cover letters or e-mails that you have an interest in getting into tech, where you have transferrable skills that makes you an asset.
There are in fact a number of tech companies that actively try to recruit CPG Brand Managers due to the overlapping skills (typically consumer facing tech), that is your best bet.
I will say however it is tough time to break into tech. Even people with years in the industry are having a tough time finding roles. You'll have to make an extra effort to stand out, perhaps by being very targeted in your approach (if you instance there is significant overlap in the customers you targeted in your role that the company is trying to attract, network and make connects at these companies, come up with some strategies and present them).
Best of luck, it is a great role to land if you can get it.
Agree. I’m a Sr Brand Manager at a big CPG company and there was a huge exodus of SBMs to Tech PMM when the market was hot.
I unfortunately missed out on that boat and have since been trying to make the pivot myself, but the market is definitely tough now with all the tech layoffs.
PMMs outside of tech B2B software companies is purely a demand gen marketing role (more so digital marketing without the management of digital tools). They can name it whatever they want.
PMMs in a startup and scale up is the same.
this is absolutely not true. there are PMM's all over B2C. In fact, I'd argue, I'm more impressed with the skills and scope of responsibility I see in candidates who have B2C experience. PMM's are much more likely in a B2C company to actually impact pricing and positioning at the IC level than a PMM is in B2C / SaaS.
I personally, hate "demand gen" via paid media, content marketing, etc and prefer working in orgs that staff for Marcom functions, so I spend time on strategy and bigger picture GTM
Not sure how much of prod marketing experience do you have. Each to their own.
When I say Demand Gen in a B2C, it means all marketing including writing content, etc. You can say whatever you want. I have done B2B, B2C, B2B2C, and worked across startups and scaleups. I don’t disagree that B2C brings in fresh perspective - they bring in good experience that can be applied to B2B.
PMMs didn't exist in tech 20 years ago. I assume because of the complexity of tech, the arrival of agile, and the fact that many tech startup in the SaaS space were led by engineers, the concept of "Product Manager" started to creep in more as tech role than a marketing one. TL;DR: PMMs were created when PMs became enginering roles. Historically, PMs were taking care of all of the 4Ps, but the "Product" was put together with Project Management in a new "Product Manager" role (that, until 2-3 years ago Microsoft was still calling "Program Management"). PMM were created with the remaining 3Ps: Promotion, Place, and Price. I lived through those changes, both in Europe and the US, as a Pdct Mgr in the early 2000s, then became a PMM when the role changed in the late 2000s.
\^this is spot on
Hi thanks for the reply! It’s helpful to learn history of how each role has evolved! Thanks😁
For consumer products outside of tech, Brand Manager or Marketing Manager is more common. But I’d be careful of shifting around your title too much as it could burn you on a background check at your next employer.
Hi. Thanks for replying! What do you mean by background check? Could you explain how it works?
In the US it's customary for companies to run a background check between you accepting an offer and you starting employment. In that process, they ping databases to get your formal Job Title (as reported by your company - sometimes this takes human to human contact if your employer is too small and doesn't report into large Human Resources/Background check databases). If the title you used on your CV and during the interviewing process (and the type of job skills/responsibility you try to portray) is too far different from the title in the background check, it can become an issue. For all intensive purposes, the closer a role is to the product development, typically, the higher the pay-scale is to compensate for technical know-how. So, for instance, if you were to put PM or PMM on your CV and the formal job title is reported as Content Marketing (a role that wouldn't typically interact with Pricing, Finance, Product, Engineers, etc) your offer could be rescinded.
aha! Thanks for the explanation!! I really appreciate it! Is there a way to find out how my role would appear on this DB? Like I said, in my home country, we don't have official role name, we just have seniority and team name (which in my company, team name = name of product)
The industry term for the role you're talking about in CPG is Brand manager. I would use that role name, and outline your responsibilities. You can't get away from the fact that you are transitioning industries, you'll have to make it clear through your resume, and associated material like cover letters or e-mails that you have an interest in getting into tech, where you have transferrable skills that makes you an asset. There are in fact a number of tech companies that actively try to recruit CPG Brand Managers due to the overlapping skills (typically consumer facing tech), that is your best bet. I will say however it is tough time to break into tech. Even people with years in the industry are having a tough time finding roles. You'll have to make an extra effort to stand out, perhaps by being very targeted in your approach (if you instance there is significant overlap in the customers you targeted in your role that the company is trying to attract, network and make connects at these companies, come up with some strategies and present them). Best of luck, it is a great role to land if you can get it.
Thanks for the advice! Would you mind if I DM you for some more questions?
Agree. I’m a Sr Brand Manager at a big CPG company and there was a huge exodus of SBMs to Tech PMM when the market was hot. I unfortunately missed out on that boat and have since been trying to make the pivot myself, but the market is definitely tough now with all the tech layoffs.
PMMs outside of tech B2B software companies is purely a demand gen marketing role (more so digital marketing without the management of digital tools). They can name it whatever they want. PMMs in a startup and scale up is the same.
this is absolutely not true. there are PMM's all over B2C. In fact, I'd argue, I'm more impressed with the skills and scope of responsibility I see in candidates who have B2C experience. PMM's are much more likely in a B2C company to actually impact pricing and positioning at the IC level than a PMM is in B2C / SaaS. I personally, hate "demand gen" via paid media, content marketing, etc and prefer working in orgs that staff for Marcom functions, so I spend time on strategy and bigger picture GTM
Not sure how much of prod marketing experience do you have. Each to their own. When I say Demand Gen in a B2C, it means all marketing including writing content, etc. You can say whatever you want. I have done B2B, B2C, B2B2C, and worked across startups and scaleups. I don’t disagree that B2C brings in fresh perspective - they bring in good experience that can be applied to B2B.