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Managing Product Management by Steven Haines

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THE ROLE OF THE PRODUCT MANAGER

One of the more noteworthy aspects of TD Canada Trust’s approach to Product Management lies in how we utilize our product managers. First and foremost, we are a distribution-centric company. We bring our brand to life through several channels. These include bank branches (face-to-face), the phone, automated teller machines (known as “automated banking machines” in Canada), and of course, online. The challenge for product managers, then, is to develop and support the sale and service of complex financial products in a way that strengthens the client experience in each of these channels.

In our bank, product managers are accountable for the profitability of their product lines through each channel—and every product ...

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