Sr. Product Marketing Manager

Responsibilities

• Market Strategy & Customer Insights - Develop deep expertise in target markets, customer workflows, applications, and buying behaviors. - Identify emerging customer needs, industry trends, competitive threats, and growth opportunities. - Conduct market research, customer interviews, win/loss analysis, and voice-of-customer initiatives. - Translate market insights into recommendations that influence portfolio direction and investment priorities. - Partner with Product Management to ensure market opportunities and customer requirements are well understood.
• Portfolio Positioning & Messaging - Develop and maintain market positioning, value propositions, and portfolio narratives. - Translate complex technical capabilities into customer-focused business value. - Establish compelling differentiation strategies against competitors. - Ensure consistency of messaging across product launches, campaigns, digital channels, sales content, and customer engagements. - Create frameworks that help internal teams communicate portfolio value effectively.
• Commercialization & Go-to-Market Strategy - Define target audiences, market segments, buyer personas, and commercialization approaches. - Lead go-to-market planning for new products, solutions, and strategic initiatives. - Partner across functions to develop launch strategies and readiness plans. - Establish launch KPIs, adoption metrics, and success criteria. - Measure market response and drive continuous improvement of commercialization activities.
• Sales & Channel Enablement - Develop sales plays, competitive positioning frameworks, executive messaging, and enablement content. - Enable direct sales teams, channel partners, and distribution organizations. - Support strategic pursuits and customer engagements through market expertise and competitive insight. - Work closely with Sales leadership to improve pipeline development, win rates, and market penetration.
• Portfolio Growth & Adoption - Drive customer adoption and portfolio expansion initiatives. - Identify opportunities for upsell, cross-sell, bundled solutions, and adjacent market growth. - Monitor portfolio performance and market penetration. - Recommend actions that improve business performance and customer engagement.
• Strategic Leadership - Act as a trusted advisor across Product Management, Technical Marketing, Sales, and executive leadership. - Lead initiatives that span multiple products, solution areas, or market segments. - Mentor team members and help establish best practices for product marketing excellence. - Represent Tektronix at customer meetings, industry events, conferences, and market-facing engagements.

Requirements

• Bachelor's degree in Marketing, Business, Engineering, Science, or related field.
• 10+ years of experience in Product Marketing, Strategic Marketing, Product Management, Business Development, Commercial Strategy, or related roles.
• Demonstrated success launching and growing technology products or solutions.
• Strong experience developing go-to-market and commercialization strategies.
• Experience conducting market analysis, voice-of-customer activities, and competitive assessments.
• Strong communication, influence, and executive presentation skills.
• Ability to lead complex cross-functional initiatives without formal authority.

Preferred

• MBA or advanced degree.
• Experience in test and measurement, instrumentation, RF, communications, semiconductor test, aerospace, defense, sensing, automation, industrial systems, or related technology markets.
• Experience working with global sales organizations and channel partners.
• Experience supporting portfolio strategy and market expansion initiatives.
• Experience presenting to customers, industry groups, or executive leadership teams.