You’re a product marketing leader… where do you go next?

As a product marketing leader, reaching the pinnacle of your current role doesn't signify the end of your career journey.

In fact, product marketing offers a plethora of avenues for further growth. Let’s get into it.

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Evolving career aspirations in product marketing

Recent insights from our 2024 State of Product Marketing Leadership report shed light on shifting aspirations within the field, highlighting emerging trends and opportunities.

Decreased interest in CEO/Founder roles

One of the most striking changes is the decline in interest in CEO and Founder roles, dropping from 7.7% in 2023 to just 1.9% in 2024.

This suggests that fewer product marketing leaders see entrepreneurship or independent ventures as their ultimate career goal. Several factors could be at play here.

First, product marketing is becoming increasingly valued within organizations, offering more opportunities for internal advancement rather than forcing leaders to look externally to grow their careers.

Also, the challenges and risks of entrepreneurship – such as economic uncertainty, funding difficulties, and market volatility – may be making corporate leadership a more attractive and stable option.

Rising ambitions for VP of Product/Portfolio Marketing positions

Aspirations for VP of Product or Portfolio Marketing roles have risen from 33.8% in 2023 to 37.7% in 2024, making it the most sought-after career progression path.

This growth highlights that product marketing leaders are increasingly looking to deepen their expertise and influence within the marketing and product functions rather than transitioning to entirely different areas of the business.

As companies continue to invest in go-to-market strategies, product positioning, and competitive intelligence, senior product marketing leaders are finding more opportunities to drive impact within their current domain.

This also signals a need for organizations to provide clear and structured pathways to VP and executive leadership roles within product marketing to retain top talent.

Increased desire for General Manager positions

Another notable trend is the growing interest in General Manager (GM) positions, which increased from 7.7% to 13.2%.

The GM path represents a shift toward broader business ownership, with product marketing leaders taking on responsibilities that extend beyond marketing into product development, operations, and revenue growth.

This suggests that more product marketers are eager to apply their cross-functional expertise in leadership positions that require a holistic business mindset.

Organizations that recognize and nurture this shift by creating GM-track opportunities for product marketers may find themselves better equipped to retain and develop top talent.

Stable interest in CMO roles

Interestingly, the desire to become a Chief Marketing Officer (CMO) has remained stable, with 20.8% of respondents in 2024 compared to 21.5% in 2023.

This consistency suggests that while the CMO role remains a key aspiration for many, product marketers may be recognizing that the traditional CMO path isn’t the only way to advance their careers.

Instead, the increasing appeal of VP and GM roles suggests that product marketing leaders are exploring career paths that balance strategic influence with cross-functional leadership, rather than solely focusing on brand and demand-generation responsibilities typically associated with the CMO role.

Contentment in current roles

At the same time, there is a slight increase in professionals who are content in their current roles, rising from 13.8% to 15.1%. While this may seem like a small change, it could indicate that companies are improving their ability to offer fulfilling, strategically significant roles within product marketing.

Alternatively, it might suggest that some professionals feel limited in their career options and choose to remain where they are rather than proactively seeking advancement.

Organizations should pay close attention to whether this increase represents satisfaction or stagnation, ensuring that talented product marketers are continuously challenged and supported in their growth.

Decreased desire to consult

Meanwhile, interest in consulting has declined from 9.2% in 2023 to 5.7% in 2024, reinforcing the trend that product marketers are increasingly prioritizing internal leadership roles over independent or advisory careers.

This suggests that companies may be successfully integrating more strategic and high-impact functions into in-house product marketing teams, reducing the appeal of stepping away into consulting.

However, this also presents an opportunity for organizations to embed more advisory-style roles within their leadership structures, allowing senior product marketers to apply their expertise across different business units without having to leave for consulting roles.

What does this mean for product marketing leaders?

As a product marketing leader in 2025, your career progression is no longer limited to a single, predefined path.

The data shows that product marketers are exploring diverse trajectories – whether that’s advancing within the product marketing function, stepping into broader business leadership roles, or leveraging their skills in entirely new ways.

The question you need to ask yourself is: Where do I want to go next, and how can I get there?

Diverse pathways for career progression

For product marketing leaders contemplating their next move, several pathways align with these evolving aspirations:

Advancement within product marketing

If you aspire to senior leadership within product marketing, now is the time to refine your strategic influence, operational expertise, and executive communication skills.

With the increasing demand for VP and SVP roles, companies are looking for product marketers who can drive measurable business impact, align cross-functional teams, and contribute to overarching company objectives beyond go-to-market strategies.

Strengthening your ability to manage P&L (profit and loss), navigate executive decision-making, and shape corporate strategy will make you a strong contender for these roles.

Transition to general management

If you’re drawn to the GM track, consider how you can expand your scope beyond marketing. Successful GMs leverage their product marketing foundation to influence product development, sales strategy, and revenue growth.

Gaining experience in pricing strategy, customer lifecycle management, and market expansion will help you transition into a broader business ownership role.

Seeking mentorship from existing GMs, taking on cross-functional projects, and proactively driving business outcomes within your current role can set you up for this shift.

Pursuit of cross-functional leadership

For those interested in becoming a Chief Marketing Officer (CMO), the key is broadening your expertise beyond product marketing into brand positioning, demand generation, and customer experience.

Many product marketers hesitate to take this step because traditional CMO roles have often emphasized brand over product, but the function is evolving. The most effective CMOs today are deeply customer-centric, data-driven, and adept at balancing long-term brand-building with short-term revenue goals.

If this path interests you, collaborating more closely with your company’s demand generation, content, and digital teams will give you the breadth needed to step into the role.

Shift to product management

If you love influencing product direction and want to take full ownership of a product’s success, transitioning into product management could be your next move.

Many product marketers successfully step into Head of Product or Chief Product Officer (CPO) roles by leveraging their deep customer insights, competitive analysis, and go-to-market expertise.

However, this shift requires a new focus – balancing customer needs with technical feasibility, managing roadmaps, and driving product development.

To prepare, seek opportunities to collaborate with engineering and UX teams, influence feature prioritization, and build expertise in Agile methodologies. This path allows you to evolve from marketing influence to full product ownership, shaping the vision, execution, and long-term success of a product.

Exploration of strategy and consulting

If you’re drawn to high-level business decisions, market strategy, and competitive dynamics, a transition into corporate strategy or consulting could be a natural fit.

Product marketers already excel in market research, segmentation, and positioning – skills that translate well into strategy roles that shape business direction, evaluate new market opportunities, and advise executive teams.

As a corporate strategist, you could work on M&A (merger and acquisition) decisions, market expansion, or revenue growth strategies, while consulting offers the chance to apply your expertise across industries, helping companies refine their go-to-market strategies and product positioning.

If this path interests you, start by engaging with strategy teams, working on cross-functional business initiatives, and building your executive influence.

Still unsure?

And if you’re still unsure where to go next, that’s okay. The data also shows a growing number of product marketers are choosing to stay in their roles – but that doesn’t mean standing still.

Take this as an opportunity to expand your skill set, deepen your strategic influence, and explore lateral moves that can open new doors down the line.

Whether that means diving into a new industry, leading an emerging function, or refining your expertise in a specific niche, you have more options than ever before.

The bottom line? Your career is in your hands.

The opportunities are there, but it’s up to you to take the initiative – that could mean raising your hand for leadership projects, networking with executives, or proactively shaping the next stage of your journey.

As a leader in 2025, you have the chance to define what comes next. Where will you go?

Strategizing your next career move

To navigate your career progression effectively, here are some tips and resources:

Assess your strengths and interests

Identify which aspects of product marketing you excel in and enjoy the most, guiding you toward roles that align with your passions.

Take a look at some of these resources to help you get started:

Seek continuous learning

Engage in professional development opportunities to acquire skills pertinent to your desired career path, such as leadership training or strategic management courses.

📌 Become an Exec+ member

📌 Check out our leadership certifications

Network with likeminded peers

Connect with professionals in roles you're interested in to gain insights and guidance on making a successful transition.

Attending industry events and engaging with fellow product marketers can open doors to new opportunities.

📌 Find upcoming PMA events

Explore mentorship opportunities

The PMA Slack Community is a goldmine for networking with experienced PMMs and potential mentors. Plus, if you’re a paid member, you can join our mentorship program!

📌 Join the PMA Slack community

📌 Become a member

Embrace lateral moves

Consider roles that broaden your experience and skill set, even if they don't represent a direct promotion, as they can pave the way for future advancement.

Final thoughts

As a product marketing leader, your career progression is not confined to a single path. You can explore diverse roles that offer both personal fulfillment and professional growth.

The question is, where will you go next?