In this article, Joy Eneghalu shares her story to becoming a product manager:
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As a young girl fresh out of university with a degree in mass communication, I was eager to see what the world had for me. I went to serve in Osun state, Nigeria for my NYSC and that was where I crossed paths with the technology space.
I started out learning digital marketing skills like writing, website design and social media management but I figured there was more.
One of the skills I also came across was product management. In this post, I will share my experience transitioning from a communication field to starting a career in product management.
Why Product Management?
For starters, it is a highly sought-after job role because global corporations and startups will keep building tools and technologies to make every aspect of living, working and playing seamless. Secondly, it is one of the roles in tech that you can easily transition to.
Product management is the process of defining, developing, and delivering a product to market. It involves a variety of activities, including market research, product planning, pricing, promotion, and distribution. Product management involves both business and technical skills.
As a product manager, you need to understand the market and customer needs as well as the technical capabilities and limitations of the product. It is a hands-on role that requires strong strategic thinking, problem-solving, communication, and leadership skills.
In my experience as a product manager, I have come across different job roles in the product management field and this largely depends on the kind of product you are working on, your skillset and your field. Let me take you through some of these job roles.
Product Owner:
A product owner is responsible for defining and prioritising the features and requirements of a product. They work closely with the development team to ensure that the product is delivered on time and meets the needs of the target market.
Product Manager:
A product manager is responsible for the overall strategy and direction of a product. They work with the product team to define the product roadmap and ensure that the product is delivered on time and within budget.
Product Marketing Manager:
A product marketing manager is responsible for positioning and promoting a product to the target market. They work closely with the sales team to develop marketing campaigns and materials, and they often conduct market research to understand customer needs and preferences.
Technical Product Manager:
A technical product manager is responsible for the technical aspects of a product, including the design and development process. They work closely with the engineering team to ensure that the product is technically feasible and meets the needs of the target market.
UX Designer:
A UX (user experience) designer is responsible for creating a seamless and intuitive experience for users of a product.
They work closely with the product team to design wireframes, prototypes, and user flows, and they conduct user research to understand user needs and behaviours.
Business Analyst:
A business analyst is responsible for analysing data and market trends to inform product strategy and decision-making.
They work closely with the product team to identify opportunities for growth and improvement, and they often use tools such as financial models and market research to inform their recommendations.
You have to understand that each of these job roles plays a crucial role in the product development process, and they often overlap and work closely together to ensure the success of a product. In my job as a product manager, I have worked with a UI/UX designer because they have to design the interface of the product that we are looking to launch. I have also worked with software developers, UX writers and product marketing managers. Together, we all work to bring our product to market successfully.
Getting into the product management space has been interesting, challenging yet rewarding. Being responsible for defining and driving the direction of a product was a huge task and so I knew I had to take the right process to transition fully and learn as much as I could to deliver results.
The first thing I had to do was to take a program in product management. I didn’t stop there. I also had to learn some marketing, management, and business skills because product management also involves these. As soon as I got my certification, I applied for an internship with a company called Influensah in 2016.
In three months, I was made an associate product manager and this was how my journey literally began. As an associate product manager, I worked with my team on idea mapping, research, and creating product requirement documents. I had to create the user flow and worked with the UI/UX designer for the initial sketch of the product.
Product management is a hands-on role, so it’s important to have practical experience in the field and I also advise you to do the same. Write to a startup, volunteer or intern with them to hasten up your learning and build your portfolio.
At that time, and I still do, I placed a premium on networking and constantly learning to stay at the top of my game. This helped me to get access to senior managers who served as mentors and shared resources with me. I was invited to join communities that served as a safe space for me to ask questions and seek advice. I also volunteered to work on some of their products in my free time.
Working with my team helps me bring to the fore what I learnt in class about being a product manager. As a product manager, I am responsible for defining the product vision and strategy. This means that I have to clearly define and communicate the direction and goals of our product.
This involves understanding the target market, conducting market research, and identifying opportunities for growth and differentiation. After that, I will then create and prioritise the product roadmap that outlines the key features and milestones for the product. I also have to prioritise features and ensure that the development team has a clear understanding of what needs to be delivered and when.
Considering that I work with a variety of teams, including development, design, marketing, and sales, to ensure that the product is delivered on time and meets the needs of the target market, I am the hub for communication and coordination, and I ensure that all team members are aligned on the product vision and goals.
Bearing this in mind, measuring and analysing product performance is important. On my job, I use a variety of metrics and tools to measure the performance of our product and identify areas for improvement. This analysis includes user data, conducting market research, and working with the development team to implement changes and updates.
Product management is a slice of every pie and you can imagine what a tasty treat that can be. I can say that my job has helped me build relationships with other product managers that helped me learn about the industry potentially opening doors to job opportunities. I will also encourage you to consider joining communities for product managers, attend industry events, or connect with product managers on LinkedIn.
Another thing that came up during my course of work, as I mentioned earlier, was managing people. As a product manager, you are the mini-CEO of that product and this means that you lead the team. It is not all about learning about wireframes and PRDs, there are varieties of soft skills that you must possess. Skills like strategic thinking, problem-solving, communication, and leadership. Beyond learning them, you must have practical experience.
While you are interning or volunteering, make sure you create your resume, review your LinkedIn profile and have a strong online presence.
With the online space, you never can tell who is watching. Share your work, contribute to product conversations on platforms like Twitter and LinkedIn, network with industry leaders, and reach out to startup founders pitching yourself and the value you can contribute to them and the company.
Make sure you highlight your relevant experience and skills. Be sure to include any internships, side projects, or relevant coursework on your resume. Most importantly, always publish and/or talk about your work. That can never go out of style.
Final Opinion
Just like me, you can start a career in product management. I have met product managers from a variety of backgrounds and education levels. Remember that the job role of a product manager is multifaceted and requires a range of skills and experience.
We play a crucial role in the success of a company by defining and driving the direction of a product and ensuring that it meets the needs of the target market. By following these steps and putting in the necessary work, you can start a rewarding career in product management.
Author’s Bio
Joy Eneghalu is a skilled product manager who is passionate about building and launching products that delight customers and drive business success. She is open to exploring new opportunities to put her skills to work. She has a strong background in product development, with a focus on driving growth and revenue.
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