A strategic product manager oversees many areas of the product development process, including assessing business needs, researching the competitive landscape and customer data, developing strategies and plans, creating and optimizing content, designing and building websites, marketing through various channels, and supporting products after launch. The role involves business analysis, research, planning, content creation, website development, marketing, and ongoing support.
Acs conference sep 2015 - Information Professionals
A day in the life of a Strategic Product Manager
1. A day in the life of a Strategic Product Manager will find you in one or multiple areas of the following steps:
Business
Assessment
•Current
landscape
•Content audit
•Assessment of
revenue
streams vs.
expenditures
•Challenges
•Goals
•Targets
•Budget &
resources
Research &
Analysis
•Competitive
analysis
•Consumer data
(what are our
customers
saying)
•Audience data
analysis (what is
the data saying)
•Keyword
research &
analysis
Strategy &
Planning
•Revenue
pipelines & CTA
•Revenue&
traffic
forecasting
•Content
strategy+ social
media
•Site map
•Conceptual
mocks
•Meta data
•Buisiness
requirements
•Executive
signoff
•Creative brief
•Technicalbrief
Content
Creation
•Multi-channel
persona
development
(print/web/
phone/tablet)
•Copywriting
•Content
optimization
•Messages
•Editorial
calendar
Structure
•User cases
•Devices
•Wireframes
•Navigation
•User interface
(UI)
•Display ad
requirements&
ad operations
brief
•CMS (content
management
system)
Website Design
•Design concepts
•Approval
process from
stakeholder(s)
•Page layouts
•Branding (if
required)
Website Build
•Coding
•CMS integration
•Validation
•Content
population
•Multi-platform
testing
•Code push to
QA for
additional
testing
•Analytics setup
and comScore
entry (if
required)
•Launch!
•A/B Testing
•Dashboards
Marketing &
Social Media
•SEO monitoring
& improvement
•Display and
audience
targeting
•SEM
•Content
promotion &
distribution
•Multi-channel
marketing:
print, web,
mobile, social
•Social Meida
posting (to
accounts
definedin
planning stage)
•Press releases
Support & Post
Launch
•Support
•Training
•Maintenance
•Measure results
•Post launch
executive
summary
Kim MacFarlane, Product Manager | @KimMacfarlane_