Product managers are responsible for planning and coordination activities carried out in order to promote a product success. Usually they start their careers as marketing assistants and in a couple of years they become brand managers, then product managers, and finally marketing managers. The distinction among these jobs is not strict; it depends on choices, organization and on the size of the company.
Product managers can also work on the web. This is a new professional profile: a specialised product manager who is a reference point for companies that intend to operate online.

This professional profile works in marketing oriented companies, i.e. companies that attach great importance to advertising strategies and corporate image, because of their size and products. Other possible working sectors are: advertising agencies, research institutes and media centres.

Product managers, just like brand managers, must be able to plan objectives, strategies and actions needed to produce and market goods or brands. They must be skilled on advertising strategies, communication media and promotional activities. Regardless of their working sector, brand managers need to know how to carry out quantitative and statistical analysis, find new and innovative solutions, have a strategic vision that allow them to work in the short or in the long period.

In order to work as brand manager you need to have entrepreneurship skills, deep knowledge of market and consumers, good knowledge of a foreign language and be experienced with IT.