The once-blurred lines between these roles are slowly becoming clearer.
In Korea’s tech industry, job titles like Service Planner (서비스 기획자), Product Manager (PM), and Product Owner (PO) are often used interchangeably. This has created confusion—not just for job seekers but also for companies struggling to define these roles properly.
But things are changing.
Some PMs are still limited to service planner roles, while some service planners are taking on PO-level responsibilities without the right compensation. But more tech companies are now distinguishing these positions, bringing structure to an industry that has long operated in ambiguity.
So, what’s causing this shift? Let’s break it down.
The Current State of Confusion
Many Korean companies still don’t fully separate these roles, leading to job descriptions that mix responsibilities across all three positions. It’s common to see:
- A company hiring a "Product Owner" but expecting them to do Product Manager work
- A Service Planner being asked to perform Scrum Product Owner duties—without the recognition or pay
- A PM being responsible for tactical backlog management, which is usually a PO’s job
📌 The result?
Professionals in these roles often end up wearing multiple hats, handling everything from market research to product lifecycle management and analytics, all under a single job title.
This makes career progression difficult—if companies themselves can’t define these roles, how can employees build clear career paths?
Why Does the Confusion Persist?
The blurred lines between these roles aren’t just accidental. Several factors have contributed to this ongoing ambiguity:
1. Translation Challenges
Many Korean companies adopt global job titles like PM & PO but fail to capture the nuances in translation. The Service Planner role is uniquely Korean, making it even harder to fit within international frameworks.
2. Traditional Organizational Structures
Even though Agile and Scrum have gained traction in Korea, many companies still operate in rigid, top-down structures that don’t align with these frameworks. This results in hybrid roles that don’t match global standards.
3. Hybrid Methodologies & Misuse of Agile
Companies say they use Agile, but in reality:
❌ They don’t give POs decision-making power❌ They assign backlog management to PMs
❌ They expect Service Planners to act as POs without adjusting their role
💡 A common sentiment in industry discussions:
"Companies claim to be Agile, but their mindset is still old-fashioned. They want to put people in boxes instead of truly restructuring for agility."
4. Trend-Driven Adoption of Job Titles
Some companies adopt trendy job titles without fully understanding what they mean.
The result? They hire a "PM" or "PO" without clearly defining their responsibilities.
Signs of Change
Despite the ongoing confusion, things are improving.
✅ Larger tech companies are refining job descriptions to better match global standards✅ Specialized Product Owner roles now explicitly reference Scrum frameworks
✅ International companies operating in Korea (like Coupang) are bringing global definitions into the market
These changes show that Korea’s product management landscape is evolving. As more companies embrace true Agile methodologies, the need for role clarity is becoming impossible to ignore.
The Path Forward
As the industry continues to mature, here’s what we can expect:
🔹 More specialized training programs tailored to specific product roles🔹 Clearer career paths distinguishing between Service Planners, PMs, and POs
🔹 Standardized job descriptions across companies
🔹 Greater alignment with international definitions of these roles
📌 Why does this matter?
Because when roles are clearly defined, employees can specialize, grow, and be fairly compensated for their work.
💡 In Korea, "Product Owner (PO)" is often used to describe what is typically a "Product Manager (PM)" in the US. Meanwhile, the "Product Manager (PM)" role in Korea is closer to a "Product Owner (PO)" in the US. This terminology swap became widely used due to early Agile adoption. I’ll continue using "PO" since it matches my job title, but know that it refers to a PM-equivalent role in the US.
Let’s discuss—have you noticed these role changes in your company? 👇
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