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The Confusing Landscape of Product Management Job Titles by Hans-Bernd Kittlaus, Innotivum

ISPMA’s Software Product Management Framework is applied as a great tool to explain the different job titles that are frequently used for product management roles. The selection of job titles has correlations to the methodology used in Development, and to the organizational structure of a software organization. In agile environments, the relationship between product manager and product owner can be a challenge that needs clarification. This presentation will cover job titles Product Manager, Product Owner, Solution Manager, Commercial Product Manager, Technical Product Manager, Product Marketing Manager, Strategic Product Manager, e.a.

Hans-Bernd Kittlaus is the chairman of ISPMA e.V. He is also the owner and general manager of InnoTivum Consulting ( which he founded in 2001. Before, he was Director of SIZ GmbH (Computing Center of the German Savings Banks Organization, Germany) and Head of Software Product Management and Development units of IBM. His main focus area is software product management. Hans-Bernd has been working as a trainer, coach and consultant for both corporate IT organizations and companies in a number of industries. He has trained hundreds of product managers in more than 70 SPM trainings including all five ISPMA-based training modules. He is a frequent presenter at conferences and has published numerous books and articles, his latest being “Software Product Management: The ISPMA-Compliant Study Guide and Handbook” (with Samuel Fricker, Springer 2017). He is Diplom-Informatiker (corresponds to M.S. in Computer Science) and certified as ISPMA Certified Software Product Manager, Certified Scrum Product Owner (CSPO), and PRINCE2 Practitioner. He is the head of the SPM group in ASQF (Arbeitskreis für Software-Qualität und Fortbildung e. V., Germany), a member of ACM (Association for Computing Machinery, USA) and GI (Gesellschaft für Informatik, Germany).