As a product marketer, is it important to have an online portfolio to showcase some of the work that you've done in the past?

I don't think this is critical. But it doesn't hurt to have one if this is something that interests you!

For most interview processes, we'll ask for work examples or have a homework assignment. So if you already have an online portfolio linked from your resume, that could save us a step.

If you do have a portfolio, make sure it is easy to navigate/clean and tells the story you want. Having a mediocre portfolio could distract from your efforts.

In this day and age, where lines are getting blurry between different roles, I feel it is essential to have an online portfolio of your work. Here are a couple of reasons why:

1/ Building trust & credibility: A portfolio provides tangible proof of your past successes. Your potential employer or client can see firsthand the results you've driven, the campaigns you've led, and most importantly the thought process behind your strategic decisions.

2/ Content creation & market feedback: Creating a portfolio (if you do not have one) forces you to become your own content creator. This helps you understand what messaging resonates with audiences, how to capture attention, and how best to present your work. Feedback on your portfolio helps you grow as a marketer.

3/ Self-reflection & career progression: The act of assembling a portfolio offers a structured opportunity for reflection. You'll identify your strengths, passions, and areas for improvement. This clarity sets a solid foundation for your future career choices and development.

I'm not sure how important having a publicly-facing online portfolio is for product marketing. Before fully entering product marketing, I came from a content marketing background. When interviewing for content marketing roles, I would share the link to the portfolio with the hiring manager so they could see the full breadth of the content that I've created.

Since moving to more of a product marketing role, I haven't really had to share my extensive portfolio. I will share a few projects that resonate with the role I'm interviewing for, but I don't remember getting asked about a portfolio as much as I used to. I still try to keep my portfolio up to date for my own reference, though.

I think it's a nice idea to have an online portfolio, but not a necessity for a product marketer. When I interview candidates, I find it a better use of everyone's time and efforts to provide a case study that they can work on, within a specific context.

Would an online portfolio add weight to my consideration? It won't, but I think it's great for personal and professional branding if that's the route you are going for.