Product Manager


A product manager defines, owns and solves problems. At this role level, you will:

manage a product through discovery, alpha, beta and live states

support lead and senior product managers

potentially line manage associate product managers and support their professional development

be developing expert skills in and knowledge of product management techniques

potentially be involved in recruitment


Description Background
Understands the full product lifecycle and supports all aspects of the product during its lifetime. Is conversant with aspects of the processes used in Product Management. Has practical understanding of the activities of the employer or client and appreciates the importance of product profitability within the business. Understands the business portfolio of products and each product within that portfolio. Able to effectively communicate and influence stakeholders given the agreed product strategy and plan. Will support management of the profit and loss account for the product. Is involved in operational delivery decision making. Prior Knowledge and Skills

Work Activity Components

Title Details
Product launch (Level 4) Rolls out product trials and product launches. Contributes to robust plans for successful product launch.

Behavioural Skills

Title Details
Information Acquisition Identifying gaps in the available information required to understand a problem or situation and devising a means of resolving them.
Customer Focus Understanding the needs of the internal or external customer and keeping these in mind when taking actions or making decisions.
Creativity Taking innovative approaches to problem solving and/or devising inventive and creative solutions.
Interacting with People Establishing relationships, contributing to an open culture and maintaining contacts with people from a variety of backgrounds and disciplines. Effective, approachable and sensitive communicator in different communities and cultures. Ability to adapt style and approach to meet the needs of different audiences.
Teamwork Working collaboratively with others to achieve a common goal.

Technical Skills

Title Details Depth
Own Organisation's IT Products and Services The IT products and/or services supplied to internal and external customers by own organisation. Familiar with
Third Party IT Products and Services The IT products and/or services supplied to own organisation by external suppliers. Familiar with
Product Evaluation and Selection The analytical comparison of IT products against specified criteria (including costs) to determine the solution that best meets the business need. Proficient in

Other Skills

Title Details Depth
Techniques for Effective Meetings Methods and techniques for running effective meetings and for understanding and influencing the roles played by participants. Aware of
Project Planning and Control Techniques Methods and techniques associated with planning and monitoring progress of projects. Aware of


Title Details
Systems Development Systems development, including development life-cycles and methods, organisation interfaces, typical corporate application architectures, project and programme management, risk management and change control.
Presentation Skills Methods and techniques for verbal and visual communication in a formal or semi-formal environment, including face-to-face and online.
Service Management Principles, methods and techniques for managing IT services, including the preparation, understanding and use of Service Level Agreements, Operational Level Agreements and underpinning contracts.
Security Awareness Tools and techniques to help users and employees understand the role they play in helping to combat information security breaches and for IT and security professionals to prevent and mitigate risk.

Professional Development Activity (PDA)

Title Details PDA Group
Deputising Standing in for supervisor or manager on a temporary basis during periods of absence. Broadening Activities
Job Shadowing and Special Assignments Undertaking temporary periods or secondments in other roles, inside or outside IT, particularly those that offer a new perspective on own function or exposure to other environments and cultures. Broadening Activities
Research Assignments Exploring a topic which is not part of own normal responsibilities and presenting findings to colleagues and/or management Increasing Knowledge
Gaining Knowledge of Activities of Employing Organisation Developing an understanding of the potentially diverse range of activities (service, governance, administrative, regulatory, commercial, charitable, industrial, etc.) undertaken by the employing organisation. Increasing Knowledge
Gaining Knowledge of IT Concepts and Techniques Undertaking study, learning and, where possible, practice in IT concepts and techniques external to own function. Increasing Knowledge
Participation in Professional Body Affairs Taking an active part in professional body affairs at branch, specialist group, committee or board level. Participation in Professional Activities
Negotiating and Influencing Undertaking learning and practice of negotiating with and influencing others. Developing Professional Skills

Organisational Skill Name and Description

Framework Skill Level
Government Digital and Data Profession Capability Framework

Agile working

Agile delivery involves encouraging teams to build incrementally, test and iterate their work based on regular feedback and other useful data.

Practitioner Agile working

You can: identify and compare the best processes or delivery methods to use, including measuring and evaluating outcomes help the team to decide the best approach help teams to manage and visualise outcomes, prioritise work and adhere to agreed minimum viable product (MVP), priorities and scope

Government Digital and Data Profession Capability Framework

Financial ownership

Financial management involves planning, organising and monitoring financial resources.

Practitioner Financial ownership

You can: understand the marketplace realise the benefit of a product and persuade others that it's the right one to use integrate a product with other services ensure that products get used realise benefits by linking work in progress back to the business case build business cases based on user needs

Government Digital and Data Profession Capability Framework

Government Digital and Data perspective

Data visualisation involves producing graphical representations that communicate data, such as charts and graphs.

Working Government Digital and Data perspective

You can: demonstrate a working understanding of design, technology and data principles understand the variety and complexity of users’ digital needs, and how the product will meet those needs show an awareness of assisted digital support and can explain why it’s important design services and make decisions to meet user needs

Government Digital and Data Profession Capability Framework

Life cycle perspective

Leadership and guidance involves providing effective leadership and management through team motivation, decision making, risk management, mediation and professional development

Working Life cycle perspective

You can: recognise when to move from one stage of a product life cycle to another ensure the team is working towards the appropriate service standards for the relevant phase manage the delivery of products and services at different phases

Government Digital and Data Profession Capability Framework

Operational management

Non-functional testing involves verifying that a system (behind the functions and features) complies with requirements such as performance and usability.

Practitioner Operational management

You can: design operational processes for the running and maintenance of products or services throughout their product life cycle redesign operational processes, amend existing processes, and plan and put into operation the stages of a new product or service development act as the escalation point for operational issues and can fix complex operational issues overcome operational constraints to deliver a successful product or service work closely with operational delivery teams in Government Digital and Data

Government Digital and Data Profession Capability Framework

Problem management

Practitioner Problem management

You can: ensure that the right actions are taken to investigate, resolve and anticipate problems co-ordinate the team to investigate problems, implement solutions and take preventive measures

Government Digital and Data Profession Capability Framework

Product ownership

Problem management involves anticipating and identifying problems in systems, processes or services, and ensuring appropriate solutions are implemented.

Practitioner Product ownership

You can: apply tools, terms and concepts in a variety of ways be flexible, consider new ways of working and adapt to change

Government Digital and Data Profession Capability Framework

Strategic ownership

Strategy involves creating a plan to achieve a team or organisation's objectives.

Practitioner Strategic ownership

You can: effectively get buy-in from the organisation work with scant information and explain it in abstract terms develop a strategy

Government Digital and Data Profession Capability Framework

User focus

User focus involves understanding the user needs to develop a detailed understanding of the problems that need to be solved.

Practitioner User focus

You can: collaborate with user researchers and can represent users internally explain the difference between user needs and the desires of the user champion user research to focus on all users prioritise and define approaches to understand the user story, guiding others in doing so offer recommendations on the best tools and methods to use

Government Digital and Data Profession Capability Framework

Working within constraints

Web performance optimisation involves improving the efficiency and speed with which web pages load in a browser.

Working Working within constraints

You can: identify, communicate and work within constraints challenge the validity of constraints ensure standards are being met

Qualification Components

Title Awarding Bodies
FEDIP Practitioner FEDIP - The Federation for Informatics Professionals in Health and Care
CPM: Certified Product Manager AIPMM - The Association of International Product Marketing and Management
ACPMPO Agile Certified Product Manager and Product Owner AIPMM - The Association of International Product Marketing and Management

The Professional Body Responsible for this job family is BCS. This job role profile was created in collaboration with BCS, using Role Model Plus.

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