Top 44 Product Marketing Manager Interview Questions & Answers

Product Marketing Apr 25, 2022

Have you recently been invited to a product marketing manager interview? If so, fantastic! But an interview is, of course, only the first step. Now, you'll need to ace it!

But where should your interview prep begin for your future product marketing job?

One of the best and first things you should do is review the most common product marketing interview questions and answers. Luckily, you came to the right place.

Product marketing managers play a critical role in bringing new products to market. They also play a significant role in product development and growth after being launched.

In the end, the product marketing team can be the make or break when it comes to success or failure.

Hiring managers at major tech companies want product marketers that are savvy, innovative, and capable of working with the many teams necessary to bring products to market. They want people who know that the product marketing manager career path is right for them.

You can expect the questions asked during your product marketing interviews to be focused on evaluating just that and more.

You'll never be capable of knowing what questions you'll face during your interviews. However, you can get a solid idea of what's coming by reviewing past questions from actual product marketing interviews.

Here is our list of the top 44 product marketing interview questions.

Table of Contents:


Product Marketing Interview Questions Asked at Google

Google's products are known the world over. As a product marketer, you'd be communicating the value of features to a global audience. Product marketing at a large scale comes with unique challenges though.

1. What's your favorite marketing campaign?

This sample answer is from our PMM interview course where we go over the most common PMM interview questions.

Sample Answer

Spotify's "Wrapped" campaign is my favorite marketing campaign. Each year, Spotify rounds up their most streamed artists, songs, podcasts, and more. They look at listening trends at both the platform level and the individual user level.

Spotify also released its "Playlist of the Decade" which featured the most popular songs over the last ten years. Users could of course listen to all of them inside of Spotify.

This yearly round-up of listening trends originally launched in about 20 different markets. When it launched, I was living in New York City. I remember Spotify doing a complete take-over of Penn Station with billboards and flyers showing off the craziest listening behavior—people who only listen to Taylor Swift or how many people listen to "Party in the USA" every day.

Individual listeners on Spotify get personalized playlists and listening histories delivered to their inbox. The usual data is in there like most listened to songs and artists. But Spotify takes things a step farther by also showing off how many minutes you spent listening to the same songs as your friends. They provide shareable cards for listeners to post to their own social media to show off their cool listening habits.

The "Wrapped" campaign has been a huge success for Spotify. Spotify reports that millions of listeners took to social media to share their listening habits. This was ultimately a lot of free advertising for Spotify who get the added bonus of social proof—if Spotify is cool enough for your friends, why don't you have a subscription yet?

Finally, the official "Wrapped" playlist on Spotify garnered over 3 billion collective streams by almost their entire userbase. 60 million people tuned in to hear what sounds were playing around the world.

Anecdotally, I saw the campaign advertised in my own inbox and social media feeds. Dozens of friends showed me their top songs and helped create an organic marketing moment for all of us."

2. What's the market size for Android in India?

Watch a a product marketing manager answer this question in the video below.

Mock PMM Interview: Market Sizing

Learn how to think about things like total ad revenue per user, per year. How many sessions are Android users engaging in every day? How many of those sessions are moments to engage with advertising? 

Watch Answer

3. What would you think about the go-to-market for a rug business?

Watch a Google Product Marketing Manager answer this interview question here.

4. Why do you want to work at Google?

This one should be easy, right?

Sample Answer:

"I've been enamored by cars since I was a kid. So when Google announced its investments into driverless cars, I knew I wanted to work at Google. I've watched the company make progress in autonomous driving with Waymo and Maps updates and I still believe there's enormous potential in the space to make driving safer for everyone. Over my career, I've done my best to shape my marketing skills to be able to one day work directly in autonomous vehicle technology. I want to help make the world a safer place. As product marketing manager, Google would be an amazing place to continue to level-up my skills with such a large audience."

5. What is a great product that is not being marketed well?

This answer is based on a reply from one of our community members. See more answers to this question here.

Sample Answer:

The Barnes and Noble Nook e-reader is a great product not being marketed well. It suffers from a clear product marketing problem.

Although Amazon had a competitive advantage in 2007 with the Kindle, the Nook missed a big opportunity. Had B&N marketed the nook more creatively, I believe it could have been successful.

The Nook failed to:

  • Focus on differentiation in the space. It was an Android tablet at its core and failed to highlight its capabilities beyond reading ebooks.
  • Be aggressive with marketing. The product was only advertised in storefronts and did little to compete in the online space.
  • Attract a book-loving user-base. As a brick and mortar store, they primarily marketed towards existing book buyers in their stores. Instead, they could have created targeted advertising campaigns based on a person's book purchases to entice them to read similar titles digitally.
  • Partner with schools and universities to get Nooks into classrooms around the world. As more schools adopted technology in the classroom around this time, the Nook failed to capitalize on this growing market segment.

6. How would you measure the success of a go-to-market strategy?

Read a Google Product Marketing Manager's response to this question here.

7. Tell me about a time when you influenced a product roadmap.

For this question, be sure to focus on a specific example. Use data from your past product marketing experience to talk to the efficacy of a product launch. Your interviewer is looking for specifics about how you'll behave as a product marketing manager.

8. What's your favorite brand and why?

First, ask your interviewer if they'd like you to focus on a brand in the same space as them or any brand you like. We encourage you to pick a brand that's easily recognizable so you don't have to spend much time explaining what they do.

Your interviewer wants to know how you think about branding. What values are important in a brand and how are they communicated to the customer?

Share a story about a marketing campaign from this brand that caught your eye and secured a place in your heart.

9. What are the strengths and challenges for Google Play?

The main strength of a product like Google Play is the enormous market share Google already has. Android users are already familiar with the Google ecosystem and are willing to engage with new Google products.

Conversely, increasing revenue for a product or brand like Google when they're already so saturated in a market is hard. Most companies seek to grow their user-base with product marketing to increase revenues, but Google likely doesn't have that option at a large scale.

Lastly, because of the size of the Google Play store, app quality can be hard to maintain. With millions of Google Play apps already available, keeping up with user reviews and fraudulent apps is tricky.

10. How would you launch the Chromebook to a new user segment?

Remember to ask qualifying questions about what the user segment looks like. Who your users are will affect your product launch.

11. Create a product for VR for the disabled.

Think about how the disabled interact with the world and understand the challenges they face. Working in a virtual environment presents challenges on its own as well. How does working in VR affect mobility and what pain points may arise?

You should also mention how you'll work with the product development team to understand limitations of building features.


Product Marketing Job Interview Questions Asked at Meta (Facebook & Instagram)

12. What is a campaign that you found effective recently?

Watch a product marketing manager at Facebook answer this question here.

Your answer should focus on three key areas. Use knowledge from your own product marketing experience to answer.

  • Does the campaign have multiple marketing channels? The best answers focus on campaigns that don't just rely on one marketing channel like email or TV commercials to succeed.
  • Is the brand's position clearly articulated and reinforced in the campaign? Are the company's values embedded into the product marketing campaign?
  • Is there a clearly defined objective for the campaign other than brand awareness?

13. How would you improve the Facebook login product?

Ask clarifying questions and think about things like:

  • Clearly define what the Facebook login product is. In this case, it's referring to a third-party integration that allows for SSO.
  • Who are you improving the product or feature for? Is it for users or for the engineers implementing the solution?
  • What platform are you focused on? Desktop or mobile?
  • Where is this product being deployed? You can assume the United States, but worldwide users may also be affected. How you go about product marketing may have language or cultural barriers.
  • What is the goal of improving the product? Is it to reduce churn, increase engagement, etc?

To answer this question, focus on:

  • Brainstorming how to improve the existing product and product marketing strategy
  • Honing in on one or two user group segments and how this product affects their use cases
  • Evaluating and prioritizing different features of this product on how they impact the goal or metric
  • What the user journey looks like in this new product flow

14. What metrics would you choose for Facebook Newsfeed usage?

Facebook and Meta's company mission is to help people connect and build communities. Facebook does this by letting users share news, photos, and connect with common interests. You can see these values in most of Meta's product marketing communications.

The Newsfeed is a legacy product for Facebook. As such, you likely won't spend much time focusing on acquisition or familiarizing users via product marketing. Instead, metrics around retention, sharing, and engagement of specific content types are important.

15. What are the most prominent challenges marketers face today?

Marketers and product marketers are always faced with challenges of reaching their intended audience. Privacy changes and noisy marketing channels may influence how difficult it is to reach customers.

16. How would you bring Messenger Rooms to market?

Product rollout questions are a key part of your daily product marketing activities.

To launch a new product, you start by evaluating your idea, assessing product market fit, building a prototype, gathering customer feedback, making improvements to your prototype, and executing on a marketing strategy that communicates the product to its intended customers.

17. Describe a successful marketing campaign you developed.

Use specific examples from your product marketing career to draw from. Outline the situation, what tasks helped you achieve the goal, what actions did you take, and what were the results of those marketing initiatives?

18. How many mattresses are sold annually in the US?

This is an estimation question. Your interviewer isn't concerned about you getting the right answer, so much as how you get the answer.

Estimation questions show up every now and again in Meta's product marketing interviews, so be prepared.

Estimation Questions

Commonly asked by companies like Meta, estimation questions challenge you to reason about the size, complexity, or magnitude of practically anything.

Watch Now

19. What could Facebook do better?

As always, pick a specific product example to focus on for this answer. Saying something like "Facebook could improve privacy" isn't enough.

Assess why the product isn't working as well as it could, explain the disconnect between user expectations or desires and the product market fit, and what specific actions you'd take to improve the experience.

Product marketing is about bridging the gap between product improvements and communicating them with the user.


Product Marketing Job Interview Questions Asked at Amazon

20. Tell me about a time you had to make a decision without much customer data.

Is there a time in your product marketing manager career that you didn't have all the information to make a decision?

Amazon values product marketers who have a bias to action. This means that they're comfortable making decisions even if the circumstances are uncertain.

Tell a story about the situation you faced in a previous product marketing manager role. Explain how you prioritized metrics and goals when thinking through the outcomes of your decision. What potential pitfalls were possible because of this lack of information?

Wrap up your answer by highlighting how your decision in a time of uncertainty was the right move to make.

21. Tell me about a time you were creative.

This sample answer was inspired by one of our community members. Read more expert answers.

Sample Answer:

  • Situation: During COVID-19, many small businesses shuttered in Malaysia. The government estimates between 50-70% of small businesses closed. It made me wonder if there were things my current company could do to support small businesses.
  • Task: I took it upon myself to put together a Communication and Government Affairs team. The goal of this internal team was to demonstrate our company's commitment to helping Malaysian businesses recover from this economic crisis. After finding a way to do that, our goal was to scale the process as efficiently as possible.
  • Action. Based on publicly available survey data, small businesses reported that their biggest pain point was declining sales from foot traffic in the neighborhood. Obviously, we couldn't support all local businesses with our own wallets for months on end. Instead, we identified opportunities to encourage Malaysians to support small businesses through social media. We ideated a "Eat Local" campaign for Malaysians to get them shopping at local restaurants and stores. Next, we developed a communication strategy that included partnering with local media outlets to spread the word about the campaign, identified local influencers who could share the message with their followers, and created branded content that showcased small businesses around Malaysia.
  • Result: Within one month of launching the campaign, our branded social media posts about supporting local businesses captured 14 million impressions with an engagement rate of about 1%. On YouTube, our campaign video attracted over 500,000 views and hundreds of comments from Malaysians excited to support their local shops. Our campaign inspired other thought leaders in the government to take action and tell their constituents to shop local.

22. Tell me about a time you had to accomplish significant results with a minimal budget.

This isn't a trick question. Focus on a specific product marketing campaign from your past that had to deliver exceptional results with little financial support. Remember to explain the company's goals, how the launch went, what you were tasked with, and how well it performed.

23. Walk me through a go-to-market strategy for Alexa Guard.

Watch a product marketing manager explain how to answer go-to-market strategies.

24. What are some opportunities to cross-promote Amazon Prime to Twitch users?

The key to answering this question is to focus on the demographics of Twitch users. What natural crossovers happen between Amazon Prime's content offerings and the consumers of Twitch?


Product Design Questions in PMM Interviews

Abstract by Oleg Shcherba

25. Design a product for drivers driving in rush hour.

View answers to this question from other product marketing manager professionals here.

Some things to think about when answering this question are around the clarification of rush hour and the types of commuters in the USA.

Work days in the US are usually in the mornings from about 8AM to 10AM. Then at the end of the day, traffic gets busy around 5PM when work lets out.

People may also be going to pick up their children from school or daycare or maybe even grocery shopping.

What's the goal of a product for rush hour? What type of drivers are you targeting during these peak times? What solutions are you offering them to their unique car problem?

In this question, share your vision for what a product like this looks like and how its features will directly address pain points. What tradeoffs do you have to make for drivers during rush hour?

26. Design a fitness app.

Watch a Meta product manager answer this question below.

Design a Fitness App for Facebook

Watch a Meta product manager describe how to design a fitness app for Facebook users. 

Watch Now

27. Design a LinkedIn for blue-collar workers.

Watch a sample answer to this question here.

28. How would you build a Facebook product for blood donations?

Listen to a former Yahoo product manager answer this question here.

29. Design a better email experience. How would you prioritize multiple ideas?

Prioritizing multiple ideas comes from understanding a business' goal. If the quarterly goal is to boost revenue, ideas would be sorted by which has the highest impact on that goal.

As part of the product marketing team, it will be your job to communicate the most impactful features. You may work functionally with the sales team, product, and engineers. You'll need to understand their constraints and desired outcomes too.

30. Design a Clubhouse competitor.

Your interviewer is looking for a "context-first" approach. This means designing products and experiences specifically for customers depending on where they are or how they're interacting. Clubhouse focuses on mobile audio listening. Are there other use-cases for a platform like Clubhouse?

Focus on users and think about how there is fierce competition right now for audio and podcasts.

Recognize how feasible it would be to make a better listening or searching experience. What trade-offs would you have to make to capture a market?

Finally, what is your go-to-market strategy? As a product marketer, you need to define clear KPIs for your interviewer on how you'd move forward.

Tips to Answer Product Design Questions

To effectively answer product design questions, just remember what these questions attempt to evaluate. That being:

  • Creativity,
  • Understanding of user-centric design principles,
  • Knowledge of industry-wide trends,
  • Product vision,
  • Product strategy,
  • Passion for product marketing.

The best way to prepare for product design questions is simply practice, practice, practice.

Of all the questions you'll be asked in your product marketing interviews, these will surely be the ones most focused on your creativity.

Unfortunately, many people mistakenly think that creativity is something entirely innate and can't be practiced or developed. But this is not the case.

During your product marketing interviews, product design questions and other creativity-based questions can be answered effectively using the SCAMPER framework.

Abstract by Dani Vinogradova

Product Marketing Strategy Interview Questions

31. How would you roll out Instagram Reels?

In addition to walking through the specifics of a product marketing strategy, mention some soft skills as well.

Talk about organizing and prioritization. Demonstrate time management and how you'd think about the timeline of a rollout. How would you lead other team members and communicate internally about the rollout?

How will you communicate with the product development team to understand how features work?

32. How could Peloton market its brand globally?

Peloton's marketing strategy so far has been largely organic. From clever partnerships with celebrity instructors to creating hype around a luxury product, they've built a cult following.

To grow globally, you'd need to understand the fitness goals and habits of other markets. Are there markets similar to the US that could be easy to test out? What economic factors may help you decide which countries to expand to?

33. How would you price a mid-segment phone with improved cameras produced at a higher cost?

Who are the user personas for a mid-segment phone? Would they be willing to pay more for improved picture quality? If not, how would you offset a decrease in sales?

34. How would Grammarly build a fluency product for non-native speakers?

To become fluent in a language, you need to:

  • Listen to a native speaker speaking the language
  • Practice sight-reading of individual words
  • Read complete sentences for contextual understanding

As a product marketing manager, your job will be to communicate the value of doing these things regularly. You could explore options like gamification, marketing campaigns to complete challenges, or create push-notifications with reminders to practice.

Look to competitors to understand why users succeed or fail to become fluent in a language.

What features would help position Grammarly differently? What strengths does Grammarly have that could help it succeed in this space?

35. What company does a great job with product marketing?

A company like Airbnb has strong product marketing. They've separated lodging from the experience of being in a new place. On Airbnb, you can find anything from a couch to sleep on to a penthouse overlooking the ocean.

Airbnb sells experiences and helps customers feel like they're at home when they're traveling.

This is contrast to their hotel competitors who provide the convenience of lodging. Their product marketing strategy is primarily around consistency and ease.

How to Answer Product Marketing Strategy Questions in your PMM Interview

Product strategy interview questions are very similar to product design questions. So much so that some companies may bunch a blend of Strategy/Design questions into one kind of question during your product marketing interviews.

Nevertheless, many companies are moving away from this and asking product strategy questions in their own right.

These questions seek to gauge a candidate's abilities to understand the competitive landscapes and markets their products are involved in. Product marketing is only effective when you can see the whole picture.

Product strategy questions asked in your product marketer interviews will likely be focused on one of the following:

  • Competitive Analysis
  • Market Analysis
  • Product Roadmaps
  • Business Strategy

Product marketing manager product strategy questions will also, unsurprisingly, be focused on marketing strategy.

Marketing strategy is the high-level analysis of how an organization or product will operate in a particular market and acquire users and customers. As you can expect, these questions may also involve how you work with the sales team.

Product strategy is aspect of an organization that often shifts quickly and consistently. Even so, it is the guiding light for a company's branding, positioning, and go-to-market plan.

To prepare for product strategy and marketing strategy interview questions, you should do your homework. Be sure to research all the competitors and products in your space.

Ask yourself how these competing companies position their products? What are their go-to-market strategies? What is working and what isn't?


Behavioral Interview Questions for PMMs

Abstract by Maria Shukshina

Below are some of the most common behavioral product marketing interview questions.

  • 36. Tell me about a time you convinced someone to change their mind.
  • 37. Why product marketing? Watch a sample answer to this interview question here.
  • 38. What was your biggest challenge as PMM, and how did you overcome it?
  • 39. Tell me when you went against the grain to do something genuinely customer-centric.
  • 40. What company do you think does a great job with product marketing?
  • 41. Please tell me about successful marketing campaigns and if you can do it again. If so, how will you do it?
  • 42. What's your leadership style?
  • 43. What is a skill you have / something not captured on your resume?
  • 44. Tell me about some experiences you've had working with the sales team that have gone well and others that haven't gone so well.

How to Answer Behavioral Questions In a Product Marketer Interview

Truth be told, how you answer behavioral product marketing interview questions should not be that different from how to best answer behavioral interview questions more generally.

However, in many cases, product marketing behavioral questions will likely be focused on instances such as working alongside the sales team or conducting marketing campaigns.

While we certainly don't recommend you should rely primarily on interview frameworks, the STAR method is a perfect framework for answering behavioral questions.

STAR, as the name suggests, consists of four components:

  • Situation
  • Task
  • Action
  • Result

Here's a brief overview of each:

Situation

You should begin your behavioral answers by describing the situation, including your particular role in it.

You should strive to go beyond a simple description. Instead, really elucidate how the situation was challenging, worth discussing, and one that demonstrates your qualities as a product marketing manager.

Task

Now, describe the task(s) involved in the situation.

This stage of STAR could often feel redundant, as this may have already been covered in the Situation section.

Even so, it's typically helpful to reiterate what tasks and actions were necessary for the specific situation.

This is also an excellent place to introduce what objectives or benchmarks were involved or were striven for.

Action

This is the real mate and potatoes of the behavioral interview answer.

This section of STAR is where you explain what you actually did in the situation you outlined and how you accomplished the task at hand.

If done correctly, your Action section should demonstrate many relevant product marketing skills for your interviewing position.

It's highly recommended that you comb over the job description that is provided in the job listing to figure out which skills, in particular, are most important for the role.

Be sure to talk about yourself, your team, and the others you worked with to actualize your solution.

Result

Finally, you need to explain the results of these actions to your interviewer.

Hopefully, this should be the most enjoyable part of answering behavioral questions because you can demonstrate your previous successes.

Explain how you helped solve the problem your organization was facing. Most importantly, remember to include any lessons or things you learned along the way that make you a better product marketing manager today.


How You Can Answer Some of These Product Marketing Manager Interview Questions

What is your favorite product, and why?

How you could answer this question:

While we can't guarantee that you'll be asked this or some variation of this question in your product marketing interview, you should still prepare as if we can.

This is one of the most common product marketing interview questions around.

Be sure to come into your product marketing manager interview with a rehearsed answer to this. It's best to choose one that is genuinely your favorite-one that you actually use regularly.

Ask yourself why this product works so well, why you chose this particular product and not a competitor, and how the future development of this product could influence the space it occupies.

As an example, let's choose the NYT Crossword app. The NYT Crossword app allows for a seamless and fun way to do crossword puzzles on a mobile device.

You could dig into how the NYT app regularly updates the content of its crosswords and includes many exciting features such as player stats.

But, while this question is aimed at your favorite product, it shouldn't necessarily be all sunshine and rainbows. You should always try to include the ways your favorite product can be improved. Doing so will inevitably demonstrate your chops as a product marketer.

In this case, you could communicate how the NYT app could expand the types of content it regularly updates.

For instance, even if you use the app daily, users may only do so for a short while. They may complete their crossword in a few minutes and close the app.

This product could potentially be improved by adding other puzzles, such as cryptograms, Sudoku, etc.


What is an example of a go-to-market strategy?

How you could answer this question:

This is another common, albeit challenging, question during product marketing interviews.

Nevertheless, an effective answer can be broken down into three parts. These are:

  • Research
  • Planning
  • Execution

Let's take a closer look at each:

Research

First and foremost, before you can describe a successful go-to-market strategy, you must first detail the necessary research to formulate it.

Product marketers must first investigate their market, competition, and the desired users before devising a go-to-market strategy.

You should begin answering this question by communicating the market landscape for your particular product, the market trends in your space, the best timing for a product launch, and what market opportunities exist for your product.

As a product marketer, you likely have experience thinking about the competitive landscape.

Then, detail the competitive analysis necessary for your go-to-market strategy. Be sure to communicate how your product stands up against its competitors and your product's unique value proposition.

Finally, you need to detail the user research aspect of your go-to-market strategy. This includes the target audience, the target personas, and how your product brings the user value or solves a problem for them.

Planning

Following the market research, you'll need to outline the details of the marketing plan.

First and foremost, this plan must start with the goals and key objectives of the product launch/growth. Product marketers must first develop a list of KPIs and metrics to measure these objectives. This is a necessary step before any precise marketing tactics should be developed.

Once you do so, however, you should begin to do just that. All effective go-to-market strategies will include marketing messaging and allocating resources to help drive the strategy forward.

To this end, it's wise to create a framework that can be used during this planning phase. This framework should include the product's personas, messaging pillars, and unique value proposition.

Execution

Last but certainly not least comes the execution phase of the go-to-market strategy. This is where the rubber meets the road if you will. Where the strategies become marketing campaigns. Naturally, this phase will involve product launch.

As we mentioned, product marketers are those individuals that lie at the intersection of many different roles and departments. The most notable of these are Public Relations, Product Management, Sales, Demand Generation, Design, Content, Social, and several others.

The successful execution of any go-to-market strategy involves coordinating and working with all these different teams. While the execution phase is arguably the most consequential, adequate planning will help determine the outcomes of this phase and the success of the product launch.

This means planning for events such as periodic check-ins. Successful execution in your marketing campaigns also involve creating a detailed project plan that includes tasks, who is responsible for what, due dates, and milestones.


Nail Your Interviews with Exponent's Prep Courses

Hopefully, this list of product marketing interview questions was helpful for your interview prep.

Chances are, you'll want some additional resources to help you even more.

Here at Exponent, we have helped tens of thousands of product marketers, product managers, technical product managers, and more land their dream jobs in tech.

💬 Study up on example product marketing interview questions

📖 Read through our company-specific Product Marketing interview guides

👯‍♂️ Practice your behavioral and product strategy skills with our interview practice tool.

👨‍🎓 Take our complete Product Marketing Management interview course.

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Anthony Pellegrino

I'm Tony, a freelance journalist, writer, and content marketing strategist. I write about interview prep and career planning for Exponent, but I also write about climate change, tech, and, politics.

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