How to Land a PM Job in 2024 (Part 2)
Fresh in the PM Field from Software Engineering
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Last week, I shared my journey into product management and discussed how to land a PM job with some relevant experience. This week, I sat down with Ivan, an APM (associate product manager) at Instacart, who recently transitioned from software engineering into product management.
How it started
Ivan graduated in spring 2023 with a major in Computer Science. During his college years, he also took a few business and entrepreneurship courses because he was always curious about how products were built and how businesses were run. After graduation, he began his internship at Amazon as a software engineer.
The turning point
Ivan explained that while he enjoyed his time as a software engineer, he wanted more say in product decisions. In his SWE roles, he mostly worked on implementing requirements but wasn’t involved in shaping the overall product vision or strategy, and he was eager to change that. At this point in his career, Ivan felt it was the right time to take a risk and explore product management. He left Amazon and began searching for a job.
Challenges
One of Ivan's biggest challenges was adjusting to the PM interview format. As an engineer, he was used to solving algorithmic problems with clear solutions. PM interviews, however, focus more on open-ended questions where there isn’t always a “right” answer. This made it harder to measure his progress while preparing.
Another challenge was finding entry-level PM roles. Most positions required product experience, which made breaking in from a non-PM background even tougher.
The APM interview process at Instacart
He knew he probably wouldn’t pass the bar as a regular PM hire, so he focused the search on APM programs.
He found out about Instacart’s APM program on TikTok and decided to apply. The product skillsets he’s learned from those business courses and from learning on the job have paid off, he got the offer and started as a APM at Instacart in August 2024.
His interview process at Instacart included several stages:
• Resume Scan (Phase 0): Passed in early April 2024.
• Product Challenge (Phase 0): Submitted in mid-April, covering prioritization, go-to-market, and measuring success.
• Product Sense and Execution Interviews (Phase 1): Completed in May and June 2024.
• Leadership & Drive Interviews (Phase 2): Held in June 2024.
• Offer Extended and Accepted: Ivan accepted the offer in mid-June 2024.
Interview prep tips
It took Ivan roughly six months to eventually land an offer. It wouldn’t have happened without his extensive prep work and hard work.
Resume reviews: Ivan emphasized how important it was to get his resume reviewed—especially by someone with experience in PM roles. He had initially relied on his college’s career center but found that advice from actual PMs was much more relevant for tailoring his resume.
The job search process: Ivan structured his job search in a manageable way, dividing his time into:
Interestingly, Ivan found the Instacart APM program by searching for entry-level PM roles on TikTok, proving that unconventional platforms can be just as useful in a job search.
Interview preparation: Ivan mentioned that watching mock PM interviews on YouTube helped him understand the types of questions typically asked in product sense and execution interviews. Building frameworks to answer these questions also made a big difference. One of Ivan's most effective strategies was recording himself during mock interviews. Reviewing these recordings allowed him to spot weak areas and improve his communication, especially when structuring his thoughts clearly. He also used digital whiteboards during actual interviews to map out his thinking visually, making it easier for interviewers to follow his approach.
Advice for aspiring PMs without product experience
Leverage your background: Ivan used his technical background as an engineer to provide a unique perspective in PM interviews. His ability to discuss trade-offs and technical feasibility gave him an edge. He recommends that candidates highlight complementary skills from previous roles that apply to product management.
Build a network and get referrals: Ivan also mentioned how crucial networking was in his journey. He joined his local Techqueria chapter in Albuquerque, which helped him connect with tech professionals and learn about job opportunities that weren’t publicly listed. Building relationships was key to securing referrals that carried more weight than applying cold.
Develop product experience: Even without formal product management experience, Ivan encouraged aspiring PMs to develop product-related skills. This could be in the form of creating product strategy recommendations or working on side projects to demonstrate the ability to think like a product manager.
Key Takeaway
Breaking into product management without prior experience is achievable by preparing strategically, using your existing skills, and staying open to unconventional opportunities—like finding Instacart’s APM program on TikTok! Ivan’s journey shows that by developing a system and finding the right “candidate-market fit,” you can successfully transition into a PM role without any PM experience.
More about APM programs
I would also add APM programs are the best way to break into product management because having actual PM experience is not a hard requirement for these roles. Here is a list of 9 companies with APM programs that you can explore.
Here is also a great APM resource, thanks to Product Life.
Next Week’s Preview
In the final part of this series, I’ll be speaking with Tyler, who landed a PM role at Zynga straight out of school. His story will offer insights into breaking into the field as a fresh graduate.
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Thank you,
Switching from eng to product is always a tricky one. Going from what and how mindset to who and why.
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