Not too long ago, the term “product management” was barely known outside tech circles. Today, however, product management has become one of the most coveted careers in the industry. With that growth has come a flurry of new job titles like Growth Product Manager, Product Analyst, Product Marketing Manager, and Head of Product — but what do they all mean? In this blog, we'll unpack the world of product management, demystify these roles, and explore which one may be the best for you.

Firstly, what is a product manager?

At its core, product management is the practice of guiding a product through its lifecycle — from identifying customer needs, to building the right solution, to launching and iterating on it. Product managers (PMs) sit at the intersection of business, technology, and user experience, often acting as the bridge between engineering, design, marketing, and leadership. 

They own the “why” and the “what” — why the team is building something, and what exactly should be built. While they don’t usually write code or design interfaces themselves, they ensure that everyone is aligned on the product vision, goals, and roadmap. A great product manager deeply understands the user’s pain points, balances business priorities, and collaborates cross-functionally to deliver meaningful solutions. They are storytellers, strategists, problem-solvers, and most importantly, relentless advocates for the customer.

Types of Product Roles

As product teams have grown and specialized, so have the roles within them. Here's a breakdown of some of the most common — and emerging — product titles you might encounter:

Growth Product Manager
A Growth PM is focused on scaling the product — driving user acquisition, retention, engagement, and monetization. They use data and experimentation (like A/B testing) to optimize product experiences and identify what drives growth. Think of them as part product expert, part growth hacker.

Product Analyst
Product Analysts live in the data. They dive deep into how users are interacting with the product, uncover trends, and provide insights that guide product decisions. While they might not make product calls themselves, their work is essential for helping PMs make smart, data-informed choices.

Product Marketing Manager
While a PM builds the product, the Product Marketing Manager (PMM) is responsible for telling the world about it. PMMs focus on go-to-market strategies, positioning, messaging, and driving customer adoption. They work closely with sales, marketing, and customer success teams to ensure the product resonates with its intended audience.

Head of Product / VP of Product
This is a senior leadership role responsible for setting and driving the overall product vision across the company. The Head of Product oversees the product team, ensures alignment with the company’s business goals, and often reports to the CEO or Chief Product Officer.

Technical Product Manager (TPM)
A TPM works on highly technical products, like APIs or infrastructure. They speak the language of developers and are often responsible for scoping complex technical features or back-end systems.

Platform Product Manager
Platform PMs focus on internal tools, systems, or services that support the broader product ecosystem. They help teams scale efficiently by building the foundations others rely on.

Product Owner
In Agile environments, especially within Scrum teams, the Product Owner manages the product backlog, writes user stories, and prioritizes work for developers. While sometimes used interchangeably with “Product Manager,” in many companies this is a more execution-focused role.

Associate Product Manager (APM)
This is typically an entry-level role, great for recent graduates or early-career professionals looking to get into product. APMs often rotate between teams and learn the fundamentals of product management while supporting more senior PMs.

Innovation/Product Strategist
These PMs look to the future — identifying emerging opportunities, testing early-stage ideas, and exploring what’s next for the product or company. It’s a more visionary and exploratory role compared to traditional PM work.

Here's a quick table summarising all the listed roles and their focus areas:

Finding the Right Fit for You

With so many product roles to choose from, it can feel overwhelming to figure out where you belong. But the beauty of product management is that there's no one-size-fits-all — each role leans into different strengths and passions.

If you're someone who enjoys diving into data, running experiments, and continuously optimizing performance, you might find your groove as a Growth Product Manager or Product Analyst. These roles are all about uncovering insights and driving measurable results.

On the other hand, if you’re drawn to storytelling, messaging, and bringing a product to market, a role as a Product Marketing Manager could be a great fit. PMMs thrive at the intersection of product and customer, translating features into compelling narratives.

For those with a technical background or an interest in systems and architecture, consider a Technical Product Manager or Platform PM role. These roles allow you to stay close to the tech while influencing the direction of complex, high-impact products.

If you're a big-picture thinker with a passion for strategy and leadership, aiming for a Head of Product or Product Strategist role might align with your ambitions. These positions shape long-term vision and help steer the overall direction of the company’s product portfolio.

And if you’re just starting out, entry-level roles like Associate Product Manager (APM) are designed to help you learn the ropes, explore different product areas, and grow into the role over time.

The best-fit product role ultimately depends on where your strengths lie — and where you’re excited to grow.

Conclusion

Product management is no longer a one-size-fits-all role — it has grown into a diverse and dynamic field full of opportunity. Whether you’re more data-driven, technically inclined, or creatively strategic, there’s likely a product role that fits your strengths and interests. 

As products become more complex and user expectations continue to rise, the need for skilled product leaders will only grow. So if you’ve ever wondered what it’s like to shape the future of a product from the ground up — product management might just be the path for you.