Name/Job Title: Kelly Hilgert, Product Manager, Retail/DIY¹
Company/Industry: Manufacturing
Years in Position: 2
Education: St. Thomas, Business Administration - 1998
AMA Member since: 2001
Minneapolis Median Salary: $73,142²

We all have a brand that we can’t live without. Whether it’s your favorite laundry detergent or your child’s baby formula, the idea most likely came from the creative brainpower of the company’s Product Manager. Their role is to create and enhance products with unique and successful marketing strategies. It’s a challenging role, but it can create a rewarding career for anyone that’s willing to take risks and push the envelope on creativity. Member Kelly Hilgert gives us a closer look at what it’s like to work in the field.

What is your professional background?
I’d initially planned to study Equal Employment Law. I was interning at a large corporation with hopes of being hired on. But after a merger, many of the H.R. positions were eliminated and I felt that the field was too volatile. I then started working for an I.T. company and stayed there for five years and worked as a Marketing Coordinator and then as an Account Manager. After the I.T. boom declined, I made the choice to find a different career path. I worked for three years as a Marketing Manager at a food service company and liked it. My current position as a Product Manager is in the private sector and I’ve had the opportunity to gain extensive branding and marketing knowledge.

How would you describe the role of a Product Manager?
Every day is different. You’re the one that’s responsible for generating ideas; thinking outside the box. It requires a lot of research and analysis as well. Because the position is financially driven, your focus is also on profit and loss.

What do you like the most/least about working as a Product Manager?
Again, because the market is always changing, you’re constantly looking to find inspiration for the next ‘big thing.’ I love seeing the creation of a product from beginning to end. You learn very quickly that it requires a lot of patience. About ninety-five percent of your ideas will not work, so tenacity is a huge component of succeeding in the field.

What are some of the current trends that you’ve noticed since working as a Product Manager?
I think that private label has come to the forefront. It used to be passé to buy store brand items. But now, it’s ‘cool’ and also economical. Consumers realized that you can still get the same quality from a less-known name. I also think that ‘green’ is going to be the next craze. This includes packaging and marketing strategies. Consumers are starting to become more conscious of what they buy. As Product Managers, we have to be aware of consumer behavior. This is the driving force behind the success of a product/service. I also think that because our nation is so diverse, there will be an increase in multi-cultural positions.

What advice would you give a college student or someone looking to change careers, about breaking into the field?
Experience is the key. If you can get an intern or an entry-level position to learn from the ground up, this will be beneficial to you as you rise. Also, because I love to learn, having a strong educational background was a big asset. What you learn in the classroom will definitely pay off in the long run. An advanced degree will help as well if you want to move into executive roles.