Behind the Title: Associate Product Marketing Manager
Behind the Title takes you into the work of people in the tech and digital scene, we break down the fancy job titles to give you a glimpse into what the job truly entails. Find out what it takes to pursue a career in these fields and get exclusive insights from people on the ground.
For this edition of the series we speak with Yannic Glowitz, Associate Product Marketing Manager at Google. We learn what his role involves, how he got there, and what you need to do in order to break into this industry.
Tell me about your background and how you ended up in your current job.
I’ve been passionate about the digital world since being a teenager. In tenth grade, all pupils at my school had to complete a two-week internship in a company of their choice. I applied at a digital marketing agency in Berlin and got hands-on insights into the products, tools and topics that were cutting-edge at that time. Energized by the “web 2.0”, I wanted to dive deeper into areas like website development, coding and online marketing. After experimenting with more technical matters through internships and freelance projects, my aim was to get a broader view on companies, their reputation, market environment and communication with stakeholders and shareholders. This is why I decided to intern in a strategic communication consultancy and later joined Rocket Internet’s corporate communications team. The company had just announced their IPO which gave me the great opportunity to kick off lots of exciting projects such as their listing in Frankfurt. Having moved to Paris to pursue my master’s degree, I looked for an internship and applied at Google. The next year, I spent a three-month summer internship in Hamburg, completed my second master’s year and joined Google’s “Associate Product Marketing Manager” program in May 2018.
Could you walk me through your role; what does your typical day/week look like?
Associate Product Marketing Managers – or “APMMs” as we call them at Google – complete a 30-month early-career program in Google’s Marketing team with two rotations. After working in one role for approximately 18 months, APMMs can choose to join another team or office for a second rotation lasting approximately twelve months. This gives you the opportunity to work on different products or initiatives and gain, for example, experience in another country. Based in Google’s Germany headquarters in Hamburg, I’m part of the Marketing team for the DACH region and work on “Google Zukunftswerkstatt”. This initiative aims to help people in Germany find jobs, grow their skills, careers or business through free training. My day usually starts between 8:30 and 9:00am with breakfast in the office. There is not really a “typical day” at Google, as our work is fast-paced and dynamic. Usually I have several meetings a day, often with people from teams other than Marketing and based in other Google offices –, talk to partners or work on analyses, creatives or content. Google offers a lot of benefits, so besides great lunch in one of our two cafés you will also find me at yoga sessions, in the gym or in guided meditation sessions offered by other Googlers in our silence room. We also have work-related trainings regularly to stay up to date and grow continuously.
What qualities does someone need to succeed in this role?
Google is looking for people who are curious, passionate and constantly eager to learn new things. There’s no one kind of Googler. To succeed as an APMM specifically, you need to have demonstrated analytical aptitude and creative intuition and of course be interested in technology and digital marketing. You don’t need to be a specialist in a certain topic but think like an owner, show entrepreneurial spirit and have a wide range of interests. People from different cultures, backgrounds and countries form the APMM program, meaning that you should have a global outlook – and of course an open mindset.
What’s the most fascinating thing about your job?
Most fascinating about my job are the people and topics that I am surrounded by every day. I very much enjoy working with my colleagues who are friendly, knowledgeable and open. So is Google’s culture. There are a lot of occasions to exchange with colleagues and often new ideas or projects arise over coffee or lunch. Google is a truly global company with products that are used by billions of users every day. It’s great to be able to work on products and projects that can have an impact on everyone.
What challenges do you face in your position?
For me, the biggest challenge in my career so far has been to learn to prioritize. I think you can’t do that enough. The world nowadays is so closely connected that I feel it gets tougher every day to know where to start and which path to follow. The sheer amount of opportunity, from my point of view, nowadays makes it necessary to question oneself daily what really matters and what not – and then prioritize accordingly.
What’s the one misconception people have about your industry/position?
I think people often underestimate the amount of work that goes into making sure that global products really are for everyone. When asked about tech, many people think of the Silicon Valley. Yet, to ensure the products add value to all users, local nuances play a crucial role and it’s essential to be on the ground to collect these insights that then feed into product or feature development.
What advice would you give someone who wants to work at a tech company like Google, or to become an Associate Product Marketing Manager?
Dare it and bring in your perspective. When working in a tech company there is certainly always a tech element within projects. Yet, there are usually a lot of other teams involved to make sure users can actually use the technology. Even without a background in tech there are a lot of great opportunities in tech companies that are definitely worth considering. At the same time, I would not consider job titles to be set in stone. I’m convinced the perfect job scope is one that you have actively shaped – based on your skills, interests and passions.
You can also find information about Google locations around the world and learn more about teams such as Marketing. On the Google careers site site we have a “How we hire” section which is the go-to source for all application-related questions. It has lots of advice on the application process, interview prep and hiring. I definitely recommend reading these official information, as you will find a lot of myths around jobs at Google you often shouldn’t rely on.
Yannic works as an Associate Product Marketing Manager at Google in Hamburg. He holds a Master double degree in Management and Public Policy from HEC Paris and Freie Universität (FU) Berlin and a Bachelor degree in Media and Communication Studies from FU Berlin. In addition to an internship at Google in 2016, Yannic worked at Rocket Internet, Hering Schuppener, Kekst CNC and co-founded a start-up during his studies.