Most commonly reported Work Activities

•   Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
•   Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
•   Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
•   Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
•   Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
•   Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
•   Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
•   Selling or Influencing Others Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
•   Identifying Objects, Actions, and Events Identifying information by categorising, estimating, recognising differences or similarities, and detecting changes in circumstances or events.
•   Communicating with Persons Outside Organisation Communicating with people outside the organisation, representing the organisation to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.

Working Life

A Product Marketing Manager has a busy and varied work life. They research the market, study customer needs, and watch competitors. They help plan product launches, work with sales and marketing teams, and create presentations and materials. They often handle several projects at the same time and meet deadlines for campaigns and launches.

Teamwork is very important. They meet with product, sales, and customer teams to keep messaging clear and effective. They track marketing results, analyse data, and adjust strategies to improve performance. The role requires good communication, problem-solving, and the ability to adapt to changes.

Top 3 Tasks

1. Plan and run marketing campaigns to promote the product in Ireland and abroad.
2. Create and manage brand content, including social media, packaging, and promotional materials.
3. Research markets and consumer trends to understand demand and guide product and marketing decisions.

Skills that benefit the role:

1. Communication: Ability to write clearly, present ideas, and convey marketing messages effectively to customers, colleagues, and other stakeholders.

2. Analytical: Interpreting sales data, market trends, and customer insights to guide planning marketing strategy and campaigns.

3. Digital Marketing: managing social media, email campaigns, and online advertising.

Most commonly reported Work Tasks

• Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
• Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.
• Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
• Develop pricing strategies, balancing firm objectives and customer satisfaction.
• Compile lists describing product or service offerings.
• Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
• Consult with product development personnel on product specifications, such as design, color, or packaging.
• Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analysing business developments and monitoring market trends.
• Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies.
• Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services.

This occupation is typically suited for people with the following Career Interests:

 Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

 Administrative

Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.

They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.

 Linguistic

The Linguistic's interests are usually focused on ideas and information exchange. They tend to like reading a lot, and enjoy discussion about what has been said. Some will want to write about their own ideas and may follow a path towards journalism, story writing or editing. Others will develop skills in other languages, perhaps finding work as a translator or interpreter. Most Linguistic types will enjoy the opportunity to teach or instruct people in a topic they are interested in.

There are many pathways into product marketing and promotion.

Entry into a Product Marketing Manager role typically begins with a background in marketing, business, or related fields. Common pathways include starting in roles such as marketing coordinator, product specialist, or sales support, where one gains experience in market research, product launches, and customer insights.

Developing skills in communication, analytics, and strategic planning is essential, and many progress by taking on more responsibility in product or brand marketing. Networking, internships, and relevant certifications can also help accelerate the transition into a Product Marketing Manager position.

Leaving Certificate Subjects that would benefit this role include:

• Business
• English 
• Economics 
• Information Technology 
• Art/Design Communication Graphics 

Sample Education and Training Pathways

A number of courses are available throughout the country that focus on learning and skills that may be useful for this career. The examples and links below may guide you in your research. 

Further Education (FET)
Further Education & Training (FET) Courses are delivered by local ETBs, ranging in duration from several weeks up to 20 months. Courses are designed to meet the labour market needs and often include a large element of work experience.

Example search terms include: business admin, customer service, management.

Search for FET Courses

PLC Courses (FET)
PLC courses are full-time courses, one or two years duration, with awards at Level 5 and 6 on the NFQ. They are offered nationally in Schools and Colleges of Further Education.

Example search terms include: business management, sales, marketing, commerce, PR.

Search for PLC Courses

Apprenticeships: 
Apprenticeships are structured work-based training programs that combine on-the-job training with classroom instruction. They run from 2 – 4 years and are open to individuals of all ages, including school leavers, those seeking a career change, and existing employees who wish to upskill.

Examples: Finance, Sales.

Search for Apprenticeships

Higher Education CAO (Undergraduate) 
Higher Education courses at Levels 6 to 8 on the NFQ, delivered in Universities and Technological Universities & Institutes. Courses run from 2 – 5 years and places are allocated on a points-based system, processed by the Central Application Office.

Example search terms include: business, commerce, marketing, PR.

Search for CAO Courses

Higher Education (Postgraduate)
Postgraduate courses are courses at Levels 9 and 10 on the NFQ and usually last 1 – 2 years full time, or longer if a PhD or part time. Entrants typically require an undergraduate award (Level 8).

Example search terms include: sales, business, management, PR.

Search for Postgraduate Courses

Marketing managers can work in specific sectors. For example seafood marketing managers specialise in seafood. A seafood marketing manager helps sell and promote seafood, both in Ireland and abroad. They work on marketing campaigns, build brands, connect with buyers, and find new ways to grow the business.

Seafood marketing managers in Ireland often collaborate with Bord Iascaigh Mhara (BIM). BIM has supported the seafood sector since 1952, when it was set up under the Irish Sea Fisheries Act. It is now the State agency responsible for developing Ireland’s seafood industry. BIM supports a national network of seafood businesses through its offices and seafood innovation hubs, helping marketing managers promote Irish seafood as safe, traceable, and sustainable. BIM provides a range of seafood training programmes. View sample training programmes below that would benefit a seafood marketing manager. 

Bord Iascaigh Mhara (BIM) Graduate & Training Programmes    

The BIM Seafood Graduate Programme recruits graduates into the seafood sector, offering hands-on experience in areas such as market research, innovation, product and process development, and business strategy. It is suited to graduates from disciplines including business, food science, and marketing.

The BIM Seafood Graduate Programme is linked with the Diploma in Food Manufacturing Management at University College Cork (UCC) through selected graduate placements in food and seafood manufacturing. In these placements, BIM supports graduates to complete the UCC diploma alongside their industry role, combining hands-on workplace experience with accredited training in management, operations, and leadership. This integrated approach strengthens graduates' skills and supports long-term career development within the seafood and food manufacturing sectors.

The Diploma in Food Manufacturing Management is a part-time, NFQ Level 7 programme delivered by the Food Industry Training Unit at University College Cork (UCC) for professionals working in the food and beverage manufacturing sector. It is delivered through a series of residential workshops and workplace-based assignments, focusing on practical skills in operations, leadership, food marketing, compliance, and supply chain management, with learning applied directly in the workplace.

There are many colleges and universities that offer general marketing or business degrees that could also lead to a career in seafood marketing. Other, more specialised courses combine business, marketing, and food‑industry knowledge.

The following higher education courses combine knowledge from these disciplines:

· Higher Diploma in Business in Fisheries and Aquaculture (offered by South East Technological University - SETU, developed with BIM).

This course provides graduates with specialised knowledge of the seafood sector, covering marketing, business strategy, regulation, and the supply chain, while also including practical placements to gain hands-on industry experience.

· Food Marketing & Entrepreneurship BSc (Hons) at University College Cork (UCC)

· BSc (Hons) Food Business at Munster Technological University (MTU)

· BSc (Hons) Food Science & Innovation at SETU

Salary Range (thousands per year)* €55k - €90k

Salaries vary based on employer, location, experience, duties, and role.

Data Source(s):
Brightwater/ Morgan McKinley/ Prosperity.ie/Indeed

Last Updated: December, 2025

Note: The following information relates to occupations that include: Buyers and procurement officers, Marketing associate professionals, Estate agents and auctioneers, Conference and exhibition managers and organisers, Property, housing and estate managers.

This information has been derived from the Solas National Skills Bulletin (2025).

Job roles within this occupational group include marketing associate professionals, buyers and procurement officers, estate agents/managers and conference managers and organisers.

Employment levels peaked at 28,800 in 2021 and declined in the subsequent two years; employment saw some growth in 2024, but the growth rate remains below average. Despite this, there was a relatively high volume of employment permits issued, in roles including marketing executives/managers/analysts (including digital) and account managers; as with the other sales occupations above, almost half of permits issued were for roles in the ICT sector, despite only a small share of employment in this occupation relating to the ICT sector.

Online job adverts (Eurostat/CEDEFOP) were mainly for buyers and procurement officers. Difficult-to-fill vacancies in the Recruitment Agency Survey related to procurement and supply chain analysts roles, while Skills for Growth data identified issued with sourcing candidates with digital marketing skills for the construction sector.

• The Digital Marketing Institute

  • Online
  • (01) 531 1200
  • [email protected]
  • Click Here

• The Marketing Society of Ireland

  • P.O Box 58, Bray, Co.Wicklow.
  • 01 276 1995
  • [email protected]
  • Click Here

• Marketing Institute of Ireland (MII)

  • Marketing House, South County Business Park, Leopardstown, Dublin 18
  • (01) 295 2355
  • [email protected]
  • Click Here