Product management roles vary widely depending on the size and structure of a company. From startups to large enterprises, understanding the different levels of product management can help businesses assign the right responsibilities and ensure their teams are solving the right problems. Not every company needs every level, and the ideal structure often depends on the organization’s size and goals.
Product Owner
Traditionally, the product owner role is specific to agile teams, responsible for defining and prioritizing the product backlog to ensure that the development team delivers value. However, in the Netherlands, this role has evolved into what many refer to as a "product manager", taking on broader responsibilities beyond the agile framework. Whether you need a freelance product owner or an interim product owner, their focus is ensuring the right features are developed to meet customer needs.
Associate or Junior Product Manager
At the entry level, junior product managers are typically involved in assisting with product research, writing user stories, and managing smaller features or components of the product. They are learning the ropes of product management while gaining a broader understanding of the product development process.
Product Manager
A product manager is responsible for defining the product strategy, working with cross-functional teams to deliver on the product vision. Whether as a permanent hire or a freelance product manager, they focus on solving customer problems while aligning with business goals. Their role involves understanding customer needs, working with development teams, and making decisions on feature prioritization.
Senior Product Manager
Senior product managers not only own a larger portion of the product strategy but also mentor junior team members. Their experience allows them to handle more complex products or product lines. Often, interim product managers are brought in at this level to provide expertise and leadership during key phases of a project.
Staff Product Manager
A staff product manager is a more advanced role, often leading major product initiatives and coordinating with multiple teams. Their work involves a combination of strategic thinking and tactical execution. Staff product managers are key players in guiding the broader product vision across departments.
Principal Product Manager
As a principal product manager, the focus shifts to overseeing large-scale initiatives, with a deep focus on long-term strategy. They work across teams to ensure alignment and serve as the bridge between the business and customer needs. At this level, a *product consultant* might also be brought in to offer strategic insights.
Product Lead
A product lead manages the entire product lifecycle for a given product or product line. They lead product managers and help define the product vision, ensuring it aligns with business goals. Product leads often serve as the glue between business strategy and day-to-day product management execution.
Group Product Manager
Group product managers oversee several product managers, each responsible for their own product line. This role is highly strategic, ensuring that all products within their domain align with the overall business objectives. At this level, interim product managers or product management coaches might be brought in to help manage specific teams or projects.
Director of Product Management
Directors of product management manage product teams and ensure that the broader product strategy is being executed effectively. They work closely with senior leadership to align product development with overall business goals. For larger teams, they ensure that resources are efficiently allocated.
Head of Product
The head of product is responsible for overseeing all product managers and ensuring that the product strategy is aligned with the company’s goals. They often work directly with the C-suite to shape the company’s direction. This role requires strong leadership and the ability to coordinate multiple product teams effectively.
VP of Product
The VP of product works at the executive level, driving product strategy across the entire organization. They are responsible for ensuring that the product aligns with both customer needs and business goals. The VP often liaises with other departments like marketing, sales, and operations to ensure the company’s overall success.
SVP of Product
At this level, the senior vice president of product oversees multiple product portfolios and collaborates with senior executives on long-term business strategy. They are responsible for managing high-level initiatives, such as entering new markets or launching new products on a global scale.
CPO (Chief Product Officer)
The CPO sits at the top of the product management hierarchy. They define the overall product strategy and work closely with the CEO and other C-level executives. The CPO ensures that the product organization is aligned with the company’s vision and that the product portfolio delivers significant value to both customers and the business.
How BlueHeads Can Help
At BlueHeads, we understand that not every company needs all these levels of product management. Depending on your company’s size and purpose, some roles may not be necessary, or they may need to be combined. Our product management consultants can help you determine the right structure for your product teams, whether you need a freelance product owner, an interim product manager, or a full-time team.
We offer tailored solutions to ensure your product managers—no matter their level—are solving the right problems for your business. With the right leadership and structure in place, your teams will be better equipped to deliver products that delight customers and support business growth.