SFIA Skills: Product management

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.

Rolls out product trials and product launches. Contributes to robust plans for successful product launch.

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.

Develops the core positioning and messaging for the product and variants for different customer and user segments. Develops go-to-market, communication and where appropriate press briefings.

Aligns the product management objectives with business objectives, and authorises the selection and planning of all product management activities. Updates and evolves the product roadmap as required with the necessary stakeholder support.

Supports and creates an environment that fosters the initiation and creation of new products.

Oversees the definition of the product strategy and roadmap. Identifies how new products may create new opportunities. Identifies how to adapt existing products to create new opportunities, for example entry into new markets either directly or by working with external third parties. Oversees the competitive analysis and market research supported where appropriate by customer interaction.