Ah, the coveted promotion! It’s a goal many entry/junior-level product managers aim for, often with some mix of excitement and anxiety. Beginning a career in product management is arguably an achievement in itself, but what happens after the beginner’s phase? So, you’re probably wondering, “When is the right time to move onto the next level, and how do I go about it?”
Understanding the PM Career Ladder
To set the stage, let’s take note of the traditional hierarchy in product management roles. In practice, this isn’t set in stone, especially since job titles do not necessarily match the nature of work you do in the real world. That being said, a typical progression in product management typically looks like this:
- Entry/Junior/Associate Product Manager
- Product Manager
- Senior Product Manager
- Group/Lead Product Manager
- Director of Product Management
- Vice President of Product
- Chief Product Officer (CPO)
You’ll also hear titles such as “Staff Product Manager” or “Principal Product Manager”, both of which are generally the same as a Group or Lead Product Manager, respectively. None-the-less, however an organization defines each role, you can expect you’ll be looking at something very similar to the above progression.
Timing is Everything: When to Aim for Promotion?
Performance Milestones
Have you successfully led a product or feature launch? Have you met or exceeded your product’s/feature’s key performance indicators? If you’ve been consistently delivering value, then it might be time to aim for a promotion.
It’s extremely helpful to know what performance milestones truly matter to your organization. Be sure to periodically discuss these with your manager to ensure clarity on what warrants the next step in your career.
Tenure and Experience
While there’s no strict timeline, junior PMs generally look to move up after 18-24 months in their current role. However, exceptions abound, and some people advance sooner based on their impact and contributions.
While there isn’t a strict timeline, entry/junior/associate PMs generally look to move up after 18-24 months. However, there are exceptions and some people advance sooner based on their impact or contributions. From my personal experience, I moved from a junior position to a senior one (skipping the middle level) around the 20-month mark.
Organizational Indicators
Watch for internal signs—such as restructurings, expansions, or leadership changes—that may open up opportunities for promotion. This was a contributing factor in how I managed to jump from a junior to a more senior role in a relatively short amount of time.
Personal Readiness
If you feel unchallenged by your current role and crave more responsibility, opportunity to tackle more challenging problems, etc., then that could be a sign you’re ready for a step up.
Strategies for Aiming for Promotion
1. Build a Strong Portfolio
No matter your career path, it is important to maintain a portfolio that outlines your successes and contributions. Generally, you’ll want to focus on outcomes, not just activities (just like how in resumes, you’ll want to focus on results as opposed to just listing your duties). For example, instead of framing something as, “led a team to redesign feature X,” you might instead frame it as, “led a team of Y engineers and designers to redesign feature X, resulting in a Z% increase in user engagement.”
Other ideas for artifacts you could include in your portfolio are:
- Examples of user stories you’ve written
- Make sure to remove any sensitive/proprietary information.
- Include information like requirements and acceptance criteria.
- Examples of design mockups you’ve drawn
- Whether or not it was in collaboration with a UX/UI professional; they may be the designer, but you’re the one communicating to them the user journey and end goal.
- Examples of workflow diagrams that detail user journeys, how data flows from point A to point B and what entity is responsible for what thing (entities being users, application services, etc.)
- This demonstrates one of my favorite skills: cross-collaboration. Workflow diagrams are an excellent way to communicate how something works.
2. Master the Skills for the Next Level
It goes without saying, you’ll want to continuously be learning and adding to your skill set as you climb the ranks of product management. As a rule of thumb, focus on improving your skill gaps either by practicing the skill in question yourself or by supplementing external resources to fill those gaps.
For example, if you feel you’re a bit lacking in your ability to market your product, consider using generative AI tools like ChatGPT to give you a kick in the right direction. Generative AI can be a powerful tool in your arsenal when used appropriately. Despite having years of experience as a product manager, I still use AI as a brainstorming tool to help me work through real-world problems.
3. Increase Your Visibility
Contributing to high-impact projects or volunteering for cross-functional initiatives can put you in the spotlight. This is the same principle that makes referrals so valuable when you’re looking for a job; support from your team or others in your organization can help fast-track you towards a promotion.
4. Strengthen Relationships
Visibility is a great segue into relationships. Let’s put it this way, how can people voice their support for your promotion if they have no idea who you are and what you’ve done? A lot of what a product manager does boils down to relationship management; namely, what value can you provide others in addition to what value they can provide you.
5. Seek Mentorship
A mentor can provide invaluable insights into what it takes to move up and can also be an advocate for you when promotion decisions are being made. Earlier, I mentioned clarity is a requirement for understanding whether or not you’re hitting performance goals. Clarity is just as important here.
6. Make Your Intentions Known
Don’t assume that your managers and higher-ups know you’re interested in a promotion. Be open about your career goals during performance reviews or one-on-one meetings.
7. Demonstrate Leadership
You don’t need a “leader” title to demonstrate your capacity for leadership. Take the initiative, solve problems proactively, and you’ll organically set yourself up as a strong candidate for promotion.
Pitfalls to Avoid
- Rushing the Process: Aiming for a promotion too early can make you appear impatient and overly ambitious in a negative way.
- Neglecting Soft Skills: Technical prowess alone won’t cut it. Communication, teamwork, and other soft skills are equally important.
- Not Adapting: What got you here won’t get you there. Each new level requires a different set of skills and a new mindset.
- Ignoring Company Culture: Every organization has its own set of unwritten rules and processes for promotions. Ignoring these can hamper your chances significantly.
Conclusion: It’s a Marathon, Not a Sprint
Climbing the PM ladder is a rewarding but challenging process. While it’s easy to get caught up in the excitement of aiming for the next big role, remember that a career is a long-term game. Each step you take should align not only with your immediate goals but also with your long-term ones. By carefully evaluating when to aim for a promotion and employing the right strategies, you set yourself up for not just a new job title, but for long-term career success.