Companies with a single major brand or that sell a type of product with multiple platform components are more likely to use the title of chief product officer (CPO). It’s similar to the more commonly used chief marketing officer (CMO), but it emphasizes a company’s focus on tight integration of management, product development, and strategy. With the right academic credentials and a number of years of direct work experience in various aspects of sales and marketing, you can become a chief product officer.
Any job title protocol that represents the company’s business philosophy can be adopted corporations. It may simply be a matter of personal preference to use the CPO title as the company’s primary marketing designation rather than the CMO title. Based on how the business operates, the title of CPO may be the more common choice in certain situations. A company that sells one major brand of doll in various iterations, for example, is more likely to hire a CPO than one that sells a variety of different types and brands of beverages.
Companies that make video games are another example of a company that would hire a CPO. Electronic games are large-scale products that are distributed across a variety of platforms and have an interactive development component. While controlling the business management aspects of a corporate department, the CPO is responsible for tightly integrating the product’s vision, strategy, design, and marketing. You’ll need to gain experience in this type of focused product development to become a chief product officer.
To become a chief product officer, you’ll need educational credentials that qualify you for work in a corporate marketing department. A bachelor’s degree in business administration or marketing is usually required. A Master’s of Business Administration (MBA) with a marketing concentration will help your candidacy, especially with larger companies.
Unless you plan to work for a startup, you will need a significant amount of relevant marketing experience to be seriously considered for the CPO position. Companies may require anywhere from five to fifteen years of experience, with larger companies requiring the most experience. Your resume should show that you are familiar with various aspects of a marketing department, as well as product life cycle management.
If the CPO position you’re applying for is focused on a specific type of product or a single brand, the hiring company will likely be looking for someone who can bring a fresh perspective to the product’s market development. Demonstrating experience developing products for new markets, such as taking a video game franchise and expanding opportunities for book and movie adaptations, would also be advantageous. It also helps to be actively involved in the marketing profession, such as through work with trade associations, to become a chief product officer.