As the Product Marketing Manager responsible for thermal systems, you will lead the marketing efforts to build and grow a profitable business for thermal systems. You will act as an “entrepreneurial product CEO” to identify, drive and grow a profitable business for thermal system opportunities in the semiconductor test business. Your role will be in close collaboration with sales, engineering, and program management to define and execute go-to-market strategies that resonate with target customers in the semiconductor test market. This includes product definition, business plans, annual plan (strategy, revenue, gross margin, market share, etc.) and overall product life cycle management. You will conceive and develop innovative marketing programs that drive demand to include sales tools, , competitive intelligence, training, and all other outbound marketing activities for your products. In this role you will be an expert in customers and their test technologies; how they buy along with their buying criteria, and you will transfer that knowledge to the sales channel.
Essential Functions/Major Responsibilities:
- Market Strategy and Positioning
- Define target customer segments and value propositions for thermal applications.
- Conduct market research, competitive analysis, and customer interviews to inform strategy.
- Develop product positioning and messaging that highlights differentiated values.
- Business Development
- Identify and assess new business opportunities in emerging thermal applications.
- Evaluate ROI across program phases and ensure alignment with business objectives.
- Support strategic partnerships and customer engagements to expand market reach.
- Go-to-Market Execution
- Create and execute launch plans for new thermal subsystem products.
- Develop sales enablement materials including datasheets, presentations, and training content.
- Collaborate with sales to drive strategic deals and build pipeline.
- Product Ownership
- Own the Product Requirements Specification (PRS) and Market requirement Documentation (MRD) and work with engineering to define must-have features.
- Manage revenue and margin plans; track performance and adjust strategy as needed.
- Coordinate and cross-functional core teams to ensure successful product introduction and ramp.
Supervisory Responsibility:
None
Qualifications:
Education
- Bachelor’s degree in an engineering discipline required, MBA or advanced technical degree is preferred.
Experience
- Backend test segment preferred with 5+ years of engineering product marketing experience.
Required Knowledge, Skills, and Abilities
- Strong communication skills (written/verbal) and with credible executive presence.
- Analytical and strategic thinking skills.
- Expert in delivering executive presentations spanning technical, business and strategic topics.
- Knowledgeable about semiconductor capital equipment market with the ability to navigate deeply technical discussions with internal and external stakeholders.
- Excellent people and management skills to interact with staff, colleagues, cross-functional teams, and third parties.
- Attention to detail and an eye for quality.
Job Conditions/Physical Demands:
Domestic and international travel required—approximately 30%. Prolonged periods of sitting at the computer terminal.
Protective Devices Required:
In required areas.
Skills Required
- Bachelor's degree in an engineering discipline
- 5+ years of engineering product marketing experience
- MBA or advanced technical degree
- Strong communication skills
- Analytical and strategic thinking skills
- Expert in delivering executive presentations
- Knowledgeable about semiconductor capital equipment market
- Excellent people and management skills
- Attention to detail and an eye for quality
What We Do
Cohu is a leading supplier of semiconductor test and inspection & metrology handlers, micro-electromechanical system (MEMS) test modules, test contactors, thermal sub-systems and semiconductor automated test equipment used by global semiconductor and electronics manufacturers and semiconductor test subcontractors. Our product portfolio is focused on increasing yield, reducing cost of test, and accelerating time-to-market. Cohu is a publicly traded (NASDAQ: COHU) global company with headquarters in Poway, CA. We have a global footprint with ~3,000 employees. We are the leading supplier of Semiconductor Test and Inspection & Metrology Handlers and Test Contactors. We have market leadership in RF Power Amplifier/Front-End Module Testing.
