Product Line Manager
A footwear product line manager (PLM) is responsible for strategizing, planning, and managing a brand’s footwear collections, ensuring they align with market trends, business goals, and consumer needs. They act as the bridge between design, development, marketing, and sales, balancing creativity with commercial success.
Key Responsibilities of a Footwear Product Line Manager
1. Product Strategy & Line Planning
Define the product mix, including new models, carryovers, and seasonal updates.
Develop a multi-season roadmap that aligns with brand identity and business goals.
Balance innovation, trend relevance, and core franchise continuity.
2. Consumer & Market Analysis
Research consumer insights, industry trends, and competitor strategies.
Identify growth opportunities (e.g., new categories, sustainability, or regional adaptations).
Analyze sales data, customer feedback, and athlete/tester input to refine product direction.
3. Collaboration with Design & Development Teams
Work with footwear designers to create commercially viable products.
Partner with developers and engineers to ensure manufacturability and cost efficiency.
Manage the briefing process, outlining target audience, price points, and key features.
4. Pricing & Profitability Management
Define cost structures and retail pricing strategies.
Ensure products hit margin targets while staying competitive in the market.
Optimize the balance of premium, mid-tier, and entry-level offerings.
5. Go-To-Market Coordination
Work with marketing and sales teams to position products effectively.
Align launch calendars and product storytelling strategies.
Support merchandising teams with sell-in materials and retail strategies.
6. Lifecycle & Performance Management
Track sell-through data and performance KPIs post-launch.
Adjust future assortments based on best-sellers, slow movers, and market shifts.
Make recommendations for carryovers, updates, or discontinuations.