Product management: Level 5
Manages the full product lifecycle to ensure that, over time, the needs of customers/users continue to be met and that financial and other benefits are achieved. Acts as owner/champion for one or more products or services. Selects, adopts and adapts appropriate product development methods, tools and techniques selecting appropriately from plan-driven/predictive approaches or more adaptive (iterative and agile) approaches. Analyses market / user research, feedback, expert opinion and usage data to understand needs & opportunities. Develops product propositions and determines product positioning and variants for different customers/ users segments. Prioritises product requirements and owns the product backlog. Coordinates trials and product launches and supports communications and training. Anticipates changes in customer/user needs; adapts products, and creates product retirement and transitioning plans.