A New Expert: The Digital Product Manager

There is a single emerging role that is really exciting—the Digital Product Manager. These professionals develop digital products, apps and platforms that people actually want to use. This is an important role that bridges the gap between business goals, user experience and the tech teams.

So, what is digital product management? Digital product management is the way to conceive, launch, and iterate on digital products, whether that be mobile apps, websites or internal platforms. Product strategy, design thinking, testing, analytics, and then making regular updates based on consumers’ needs are all involved. Ultimately, it is grounded in creating solutions that are useful and easy to use, online or offline.

Digital Product Manager Skills

Digital product managers cautiously steer all stages of a digital product from inception to launch and beyond. In moderation, from initial inception through all stages, a product manager does all of the following: 

• Defining the product vision
• Aligning it with business objectives
• Managing the product roadmap
• Coordinating with UX, engineering, and marketing
• Prioritizing features
• Analyzing user data

They do not design and build the product. However, they lead the team that does. They make decisions based on research, past performance, and user feedback while maintaining a balance between user needs, technology limitations and business objectives.

Digital Product Manager vs Product Manager

A question I get asked often is if there is a difference between a Product Manager and a Digital Product Manager? Yes. A typical Product Manager will manage physical products—things like a brand-new product for the home or a new clothing line, for example. A Digital Product Manager only focuses on digital tools and services. 

There is a need for a tech-savvy leader. A Digital Product Manager needs an understanding of agile processes, information about digital user behaviour, and an ability to analyze data. The digital landscape moves fast, so making decisions requires thoughtfulness, of course, but also a level of flexibility.

Digital Product Manager Skills

To succeed in this role, one needs a mix of hard and soft skills. Some must-have skills include:

• Product strategy
• Agile methodologies
• Wireframing and UX basics
• Data analysis
• Communication
• Leadership

To understand Digital Product Management involves understanding both the users and the impact on the business. You will interpret customer behaviour and convert it into product features, all while making trade-offs. As well, soft skills–like negotiation, team leadership and problem resolution–are equally important.

Digital Product Manager Qualifications

Many Digital Product Managers are professionals who have tech, business, and design backgrounds. Unlike many other roles, there is no cookie-cutter way to become a digital product manager. However, here are some common qualifications:

• A bachelor’s degree in business, computer science, or design
• Work experience in tech, marketing, or UX
• Knowledge of product frameworks (like SCRUM or OKRs)

Some individuals also try to supplement their resume with a Digital Product Manager certification. Though there is no standardized certification process, certification programs do help candidates become familiar with workflows, user research and usability testing, leveraging data, and growth plan strategies.

Digital Product Manager Salary and Jobs

Digital Product Manager Jobs are exploding, with nearly every digital-first company needing one. They’re found at companies of all sizes and types, from small startups to large multinational corporations. And many of them are remote jobs too.

Salaries can vary widely by location, experience, and company size, but Digital Product Managers salaries in the United States typically fall between $95,000 and $130,000 per year. In countries like India, salaries start at approximately ₹10–18 LPA but can go up significantly if you have experience.

I think one of the most attractive parts of this role is the level of impact you can have and the potential for growth. You’re not simply managing a product, you are impacting the way users interact with a brand in the digital space.

The Future of Digital Product Management

Digital products are ubiquitous. We use apps to bank, shop, learn, and work. As more businesses become digital businesses, Digital Product Managers will only become more critical.

AI, machine learning, and automation are shifting the role, too. Future managers will need the knowledge to work with technology teams that are building intelligent systems. They will also need knowledge of the latest trends.

Should You Become One?

If you love solving challenges with strategy and leading people while leveraging digital tools, this could be your next career pathway. The first step is to learn more about the role of a digital product manager and consider entry-level opportunities in UX, project management, or marketing. You should familiarize yourself with tools such as Jira, Figma, and Google Analytics. 

Consider obtaining a digital product manager certification. If you are looking for certifications to improve your skills and gain credibility, there are a variety of courses through General Assembly, Product School, or Pragmatic Institute. 

Final thought

The Digital Product Manager is the primary conduit between business, tech, and the user. This role is now critical with the advent of creating viable, marketable, effective digital solutions. 

Digital Product Management is a position that can offer a challenging, varied, and expanding career path with the right set of skills and focus. It is a great time to embark on your exploration of the digital product space if you have been considering it.