The Product Director is the main person responsible for the development and management of a product as a whole. This extends from its conception to its release for sale. He carries out market studies, analyzes the competition, makes a real follow-up of the sales by taking into account all the necessary data. We are talking here about an in-depth marketing study, such as comparing sales according to the different seasons. His role varies according to the sector in which he works: if his position is in an industry, he will play an intermediary role between the project manager, the sales teams and the production teams. If, on the contrary, he works in a mass distribution company, he will embody the role of the buyer.
The Product Director has several missions. His main mission is to respond optimally to customer needs. To do this, he must accompany the product in all the necessary steps from the design stage (or selection, if the product is not manufactured but purchased). This product will only be launched after a complete marketing analysis has been carried out: the analysis of the "4 P's" Product, Promotion, Price, Place). In order to develop an interesting marketing plan, the Product Director must have an excellent knowledge of the market.
He must also know how to evaluate the competition as well as analyze the sales made during the previous seasons. His asset is to know how to anticipate customer needs in order to make all the necessary improvements.
He will know how to define the ideal target and evaluate the best distribution conditions (price, deadlines, quantities, etc.). Then, during the launch, he is able to provide all the necessary information to the departments responsible for creating a catchy slogan for advertising campaigns.
In order to optimize sales, he will also define the ideal location for the products on the shelves. Then, when the product is ready to be launched on the market, the Product Manager manages the budget, forecasts and other estimates, as well as sales progression and tracking.
When the product is launched, he or she will coordinate communication and promotional activities. It is therefore his responsibility to define which means of communication will be best suited to the product (online advertising, TV or poster campaign, etc.).
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