Successful product and service launches involve more than saturating the media and public with attention. New product introduction requires research, planning, organization and interaction with various people and entities within and outside the company. Ultimately, the company must connect the new item with consumers and other end-users. The NPI manager is tasked with converting a company’s new idea into a profitable venture for the company. As the following NPI manager job description explains, the role mixes elements of product development, public relations, project management and team leadership.
What Does an NPI Manager Do?
The NPI manager leads the introduction of a company’s new products and services into the marketplace. Within the NPI manager job description lives a combination of duties and skills in management, quality control, market analysis, marketing and budgeting. These responsibilities and capabilities are shared by project management professionals, including NPI managers.
NPI Manager Job Description for Resume — Responsibilities
- Contribute to or oversee product design
- Develop and monitor budget for project implementation and production
- Set timelines and deadlines for completion of tasks in product development, including launch dates
- Conduct surveys of customers and others on product
- Record data from and determine or recommend action based on surveys
- Oversee production and testing of product prototypes and samples
- Identify potential defects and risks in product or project
- Supervise production of final version of items
- Respond to questions and concerns from component manufacturers, suppliers, distributors and members of program or project team
- Coordinate marketing and sales efforts
- Receive and report to upper-level management information on progress of development and roll-out
- Collect sales, customer satisfaction and performance data on the recently introduced products
NPI Manager Required/Essential Skills
Communication. To impart instructions and ideas, the NPI manager must grasp often technical vocabulary and concepts. Marketing and sales staff rely on the manager to help them explain the product and features in understandable and concise terms so that customers can more easily use it. Communication skills also include listening to ideas and directions, writing clear and informative reports and relating engineering, scientific or other technical information to suppliers.
Management. The ability to effectively allocate resources, direct production staff and assign and delegate tasks can enhance the chances of a successful product launch. Management includes planning new product development and introduction and coordinating the production efforts with sales, marketing and distribution divisions.
Problem-Solving. In the course of a project, an NPI manager must address complications and deficiencies in the production or launch process. These may include lack of monetary, human and physical resources or unforeseen events. To solve problems, NPI managers must gather sufficient information to identify their causes and alternative solutions. Analysis of the possibilities involves assessing the benefits, costs and feasibility.
Reading. The NPI manager job description includes comprehension of technical specifications and advancements found in guides, journals and other literature. Managers must also be able to read online posts, news articles and other materials to be knowledgeable on trends, regulations and laws that may impact the product or its uses and competitors.
Becoming an NPI Manager
To achieve the status of an NPI manager, an aspirant must develop a background and expertise in business, management and production. Many employers seek applicants with strong familiarity in their particular industries.
Education and Training
NPI managers at a minimum should have bachelor’s degree. As these professionals engage in a form of project management, majors often include engineering and business. For work in a particular industry, a related major can boost qualifications. For example, NPI managers for pharmaceutical firms may have degrees in biology, chemistry or biochemistry. Those in consumer electronics may major in electrical engineering.
Even within a specific major, a prospective NPI manager should have courses in business, management, finance, marketing and accounting.
Project management involves many elements of Six Sigma certification. The concept of Six Sigma encompasses teams with specific projects, the practice of project management and statistical analysis, using the “DMAIC” method of problem-solving (define, measure, analyze, improve and control), and using these principles as part of the business strategy. Reducing the variation in project process and reducing waste are significant objectives of the Six Sigma movement.
Organizations devoted to Six Sigma principles, colleges and employers afford this training to equip prospective managers or even current NPI managers. The American Society of Quality certifies professionals in Six Sigma levels and other facets of quality control.
Work Experience
NPI managers start with junior-level jobs, often in the industry in which they work. As an example, managers for medical device makers likely have spent several years in a medical or health-related position. The work experience exposes the manager to the terminology involved with, the uses and the users of various kinds of medical devices
Depending on the employer, an aspiring NPI manager should also have experience in project management, marketing, sales or production. The management experience may come as assistant or junior project managers. Prior employment as team members on new product introductions can also help.
Work Schedules
An NPI manager can expect to work full-time and likely will have periods of work beyond the traditional office hours. These longer workdays result from the approach of project deadlines and the rollout. Often, media fanfare precedes the introduction of new products from well-known brands or products with unique features, benefits and functionality. Even absent public anticipation of the product or its introduction, the launch creates time pressures that necessitate longer hours.
With project staff, sales and marketing departments and suppliers involved, NPI managers spend significant time either on the phone or sending and responding to emails away from the office or even after office hours.
Career Prospects
According to the Project Management Institute, the practice in the United States will rise by $6.61 trillion by 2020. Project management openings will number 15.7 million by that time.
New product introduction is a particular genre of project management, emphasizing the development and launch of new goods and services. Opportunities for NPI management should follow the trend of growing demand for project management skills in general. Manufacturing, financial services, construction and natural resources are among fertile places for project managers. NPI managers may enjoy strong demand for their services as companies recognize the important of a successful birth of a new product.
Conclusion
Companies, both well-known and otherwise, rely on successful new product introductions to create strong interest and sales in their new offerings and enhance their overall brand. This will sustain hiring of NPI managers. Those who seek these positions will need, through education, training and experience, to demonstrate their talents and knowledge in many disciplines and facets of business operations.