How to become a Product Line Manager ?

Job and function of the product line manager

The product line manager is responsible for the commercial strategy of a product line. He/she works on its deployment (distribution methods and channels) but also on the marketing mix of the line. His/her mission is to define the most effective mix between his/her product line, its price, the places and systems of distribution (place) and the promotional actions that will enable him/her to reach the sales objectives. It is the mix of the different ingredients of this adequacy that will allow him to be the most efficient. Of course, he knows his product line perfectly and the technical and financial aspects of it, as well as the different consumer profiles to which he adapts his action: he analyzes the trends to establish his strategy including pricing, development and go to market.

He/she generally collaborates with the marketing and sales teams who provide him/her with the elements necessary to adapt the sales objectives and possible margin levels to the reality on the ground. Seasonality plays an essential role in his work.

Tasks and missions of the product line manager

Among his responsibilities, tasks and missions, the product line manager ensures the follow-up and the deadlines of the development of the products for which he creates product briefs which provide the characteristics of the product based on the positioning and price analyses.

Always on the lookout for the sector, he/she analyzes trends, the competition and all the elements he/she deems useful for directing his/her action, using analyses of competitors' positions in the market to take advantage of opportunities and minimize risks for the company.

Supports sales and marketing on product and brand initiatives and is responsible for product information in stores, print materials and on the website.
Develops and conducts design meetings to present and validate the product line. Provides details on all aspects of the product to the teams each season: business plan, design and sample presentation.
Identify opportunities for margin improvement and work closely with sourcing and technical design to ensure seasonal and long term margin targets are met.
Develops and leads design meetings to present and validate the product line. He/she provides details on all aspects of the product to the teams each season: business plan, design and sample presentation.
Identifies opportunities for margin improvement and works closely with sourcing and technical design to ensure seasonal and long-term margin targets are met.
Leverages sales and other data to optimize collection offerings and improve supply chain efficiency.
Leads presentations to sales teams and key retailers. Solicits feedback to incorporate into future product development.

What makes a good product line manager?

Given the importance of the position and the 360° vision required, a minimum of experience in merchandising/product management of the targeted domain is often required:

Working knowledge of related functions such as product development, design,
textiles, production, sales and marketing.
Strong knowledge of manufacturing processes
Good ability to manage and lead change
Communication skills and persuasive abilities
Leadership and team spirit
Cross-functional collaboration, ability to federate
Results oriented while demonstrating high levels of creativity, energy and ingenuity
Strong project planning, organizational and time management skills, and a high level of initiative.
Ability to manage deadlines, be flexible in the face of change and find quick solutions.
Strong mathematical and analytical skills and data-driven thinking.
Proficiency in computer programs used by the industry
Mobility and ability to adapt to a new environment and culture, with English or another language required in the many industries with international production.

What studies should I choose to become a Product Line Manager?

The job of product line manager requires a dual skill set: a product dimension and a commercial dimension. An education with these two aspects is therefore essential. Depending on the sector, technical knowledge is of different levels of importance because it cannot be acquired on the job.

In industry, for example, technical and scientific skills are essential: after an engineering school, a specialization via a Master's degree with a commercial and marketing focus ensures that the profile has dual skills. For example, the Master's degree in Business Strategy and Engineering from the Paris School of Business.

In other sectors :

A Master degree in business and marketing via the University

The best choice remains a business school diploma whose programs are specifically dedicated to the management of a product line. Paris School of Business, which is listed in all the top business school rankings, offers high-level training in the French capital with an unrivalled international base.