Senior Product Manager


Senior product managers manage multiple products or a single product that is especially complex, high risk or sensitive. At this role level, you will:

line manage associate product managers and product managers

have expert product management skills

potentially be involved in elements of programme management activity

be involved in hiring associates, product managers and contractors


Description Background
Has demonstrable skills across the product management lifecycle. Has deep practical understanding of the activities of the employer or client and is able to demonstrate the importance of product profitability within the business. Able to effectively communicate and influence stakeholders given the agreed product strategy and plan. Prior Knowledge and Skills

Work Activity Components

Title Details
Product launch (Level 5) Coordinates trials and product launches and supports communications and training. Co-ordinates robust high-level plans for successful product launch. Optimises resources to gain the required impact and buying influence. Ensures risks, e.g. public reaction, are understood, quantified and mitigated.
Work allocation, support and delegation (Level 4) Allocates routine tasks and assigns project work to individuals, according to their particular skills, capabilities, and development needs.
Guidance, performance and feedback (Level 4) Provides direction, support and guidance as necessary, in line with individual's skills and abilities setting appropriate and effective boundaries. Sets achievable goals, monitoring and acknowledging performance and supporting individual and team development. Collects data on individual and team performance. Gives regular feedback to team members and leads them to achieve their full potential.
Formal appraisals (Level 4) Conducts formal appraisals of the performance of team members. Facilitates a dialogue with team members about expectations, progress, performance and development needs.
Empowerment and role model (Level 4) Facilitates effective working relationships between team members. Motivates team members to maintain a high level of performance. Engages with, and empowers team members. Acts as a role model for individuals and team members, setting a standard, acting professionally at all times and working to a professional code of conduct and ethics.

Behavioural Skills

Title Details
Customer Focus Understanding the needs of the internal or external customer and keeping these in mind when taking actions or making decisions.
Initiative Being proactive, anticipating opportunities for systems, service or product improvement or development and taking appropriate action(s).
Creativity Taking innovative approaches to problem solving and/or devising inventive and creative solutions.
Organisational Awareness Understanding the hierarchy and culture of own, customer, supplier and partner organisations and being able to identify the decision makers and influencers.
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.
Influence, Persuasion and Personal Impact Conveying a level of confidence and professionalism when engaging with stakeholders, influencing positively and persuading others to take a specific course of action when not in a position of authority.
Teamwork Working collaboratively with others to achieve a common goal.
Providing Direction Directing others to undertake specified tasks within a defined timescale.
Follow-up and Monitoring Checking progress against targets, taking action to resolve exceptions/ issues and reporting and escalating where necessary.

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. Proficient in
Third Party IT Products and Services The IT products and/or services supplied to own organisation by external suppliers. Proficient in
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. Expert in

Other Skills

Title Details Depth
Presentation Techniques Methods and techniques for delivering effective and accessible presentations, either face-to-face or online within various contexts and to a variety of audiences. Familiar with
Appraisal Techniques Methods and techniques for appraising an individual's performance and potential. Familiar with
Techniques for Effective Meetings Methods and techniques for running effective meetings and for understanding and influencing the roles played by participants. Familiar with
Project Planning and Control Techniques Methods and techniques associated with planning and monitoring progress of projects. Familiar with
Resource Allocation The effective and efficient routine deployment of resources, (but also including reassessment and reallocation in a dynamic multi-project environment), to achieve optimum results. Familiar with
Performance Monitoring Identifying, agreeing and monitoring (usually by face-to-face interviews) objectives and deliverables with individuals. Identifying under-performance issues against agreed quality standards and performance criteria. Identifying gaps in capability and causes, disciplinary or ability-related (needing assistance, training or other support). Familiar with
Disciplinary Issues and Procedures Managing episodes of unsatisfactory behaviour or performance in accordance with appropriate policies and legislative conformance. Includes changes to circumstances, such as sickness, disability and other personal issues. 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.
Coaching Concepts, methods and techniques for providing coaching in subject specialisms to individuals or groups (e.g. GROW model).
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
Team Leadership Undertaking learning and practice of the skills required to lead teams, including motivation, direction, coaching, delegation, appraisal, counselling and developing 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.

Expert Agile working

You can: coach and lead teams in Agile and Lean practices, determining the right approach for the team to take and evaluating this through the life of a project think of new and innovative ways of working to achieve the right outcomes act as a recognised expert and advocate for the approaches, continuously reflecting and challenging the team

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.

Practitioner Government Digital and Data perspective

You can: demonstrate an advanced understanding of design, technology and data principles identify and implement solutions for assisted digital apply knowledge to work with other roles and groups in Government Digital and Data

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

Practitioner Life cycle perspective

You can: apply experience in multiple parts of the product life cycle recognise when it is right to move forward and when it is right to stop recognise the appropriate deliverables and the right people to meet them work with other Agile delivery operations throughout the product life cycle plan and engage with the appropriate stakeholders at a particular stage in the project

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.

Expert Operational management

You can: keep abreast of industry best practice and can cascade ways of working make operations efficient act as the escalation point for major operational issues and champion operational management across the community work closely with leaders of operational delivery teams in Government Digital and Data

Government Digital and Data Profession Capability Framework

Problem management

Expert Problem management

You can: anticipate problems and defend against them at the right time understand how the problem fits into the larger picture articulate the problem and help others to do so build problem-solving capabilities in others

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.

Expert Product ownership

You can: start to define and create approaches coach others implement new ways of working show an awareness of what other sectors are doing understand what is most important and applicable

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.

Expert User focus

You can: give direction on which tools or methods to use demonstrate experience in meeting the needs of users across a variety of channels bring insight and expertise in how user needs have changed over time to ensure they're met by the business apply strategic thinking to provide the best service for the end user

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.

Practitioner Working within constraints

You can: work with and challenge senior stakeholders prioritise and mitigate constraints, and turn them into an advantage adapt the approach depending on the constraints

Qualification Components

Title Awarding Bodies
FEDIP Senior Practitioner FEDIP - The Federation for Informatics Professionals in Health and Care
CPM: Certified Product Manager AIPMM - The Association of International Product Marketing and Management
Certified Scrum Professional-Product Owner (CSP-PO) Scrum Alliance Inc

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

Give Feedback

The Occupational Architecture Project is interactive and dynamic

If you would like to provide feedback on this job role, or the job families, please click the button below.

Give Feedback