Product Marketing Manager

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.

With more than 3000 employees worldwide, we offer challenging and rewarding work experiences, generous employee benefits and a strong company culture. If you are looking for a global publicly traded company that provides you with international experience and a challenging work environment, then Cohu is your choice.

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Cohu firmly supports the U.S. national and various state and local policies of equal employment opportunity which are designed to provide equality of employment and advancement opportunities to every individual without regard to unlawful considerations of race, color, religion, national origin, citizenship status, ancestry, gender, gender identity or gender expression, age, marital status, sexual orientation, disability, medical conditions, pregnancy, genetic information, military or veteran status or any other legally protected category.

In addition, reasonable accommodations are available to qualified disabled individuals, upon request.

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