Issue 13: Making the leap from manager to senior manager

Stop maintaining and start shaping

One of the toughest transitions in a design leadership career is the move from manager to senior manager—and it’s not just about scope, it’s about mindset.

As a manager, your job is clear: keep the team running smoothly. You’re focused on planning, assigning work, unblocking people, and translating top-down guidance into execution. You’re close to the work and in sync with your team.

But as a senior manager, things get messier—and more ambiguous.

Now you’re expected to create clarity, not wait for it. Your manager is likely focused on a broader set of challenges, meaning you won’t get the same level of direction you once did. It’s your responsibility to step up, shape direction, and lead your team forward—even when no one’s asking for it.

Here’s where a lot of folks get stuck:

They stay in reactive mode. They maintain. They wait.

But maintenance isn’t growth.

Managing to operating

In many ways, a senior manager operates like a mini-director—not in title, but in practice. You’re expected to:

• Spot opportunities before they become problems

• Develop a point of view on product direction

• Motivate and elevate your senior talent

• Build a culture where top performers thrive

If you lose that connection to your “messy middle”—those senior designers and emerging leaders—you risk losing the soul of your team. They may start taking all their cues from product or engineering, and while work will still ship, it may lack vision, quality, or depth.

Gut-check

If your manager needed a product vision tomorrow—could you deliver it clearly, confidently, and without derailing your team?

Most people say, “I don’t know if I could say it eloquently.” But the truth is, that’s not about skill—it’s about preparation.

Craft your vision

Block out time to think intentionally about the space your product plays in:

• How does it differentiate in the market?

• Where can design elevate it?

• What’s the long-term opportunity—and how can each of your teams contribute?

Timebox your campaign

Treat vision-building like any other project. Three to six-month cycles.
Mid-cycle and annual checkpoints let you:

• Validate assumptions with feedback loops.

• Spot gaps early and adjust initiatives.

• Reflect and measure progress when review season hits.

Act

Proactive thinking is what unlocks real leadership.

• It can create clarity in terms of the next steps that you take.

• You start having work beyond delivering work but contributing the conversation and welcome new points of view with product leaders

• Intentionality tied to exploration of ideas

• Your team can speak to how their work ladders up.

You make your manager look good.

Your team makes you look good.

And more importantly—you’re not just reacting to what’s next.

You’re building it.

This is how you grow. Not just into a senior title, but into a leader that drives the future forward.

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Technically Speaking is where I share reflections, insights, and conversations to help you lead with confidence, clarity, and community. Are you looking to level up your design leadership and management craft? Spend an hour with me for personalized 1:1 coaching to help you thrive in your role.