Job Description:THE OPPORTUNITYPhysical AI - the embodiment of artificial intelligence in machines that sense, reason, and act in the real world - is rapidly emerging as the next major computing wave after generative AI. Humanoid robots and cobots are the most visible expression of this shift, moving from lab demonstrations to factory floors faster than almost anyone predicted, and the semiconductor companies that define the architecture of these machines today will shape an industry worth hundreds of billions of dollars over the next decade. Lattice Semiconductor has a rare and credible claim to leadership in the Physical AI edge: the combination of low-power programmable logic, hardware security, real-time determinism, and on-device Tiny AI inference addresses exactly what humanoid and collaborative robot platforms demand to bridge perception, control, and actuation in real time.
We are looking for an exceptional leader to own Lattice's go-to-market strategy for humanoid robots and cobots - and, more broadly, to establish Lattice as the programmable-logic foundation for Physical AI at the edge. This is not a role for someone who follows markets - it is a role for someone who creates them. As Sr. Director of Humanoid Robotics Strategic Marketing, you will define the segment strategy, build the solution narratives and differentiation, win at the world's most important humanoid and cobot companies, and cultivate the targeted ecosystem of partners that accelerates customer adoption across the Physical AI stack.
Primary Focus- Humanoid robots: bipedal platforms targeting manufacturing, logistics, and service applications.
- Collaborative robots (cobots): human-adjacent robotic systems in industrial and light assembly environments.
- Adjacent autonomous mobile robots (AMRs) where architecture overlap with humanoid platforms creates clear leverage.
WHAT YOU WILL DO1. Define and Execute Humanoid Robotics Market Strategy- Establish Lattice's point of view on the humanoid, cobot, and broader Physical AI landscape: platform segmentation, TAM/SAM modeling, competitive and companion positioning with MCU/ASIC/NPU, and a multi-year roadmap to market leadership at the Physical AI edge.
- Identify where Lattice can win and why - translating technology capabilities (low-power FPGAs, Tiny AI, secure hardware, real-time determinism, sensor processing) into compelling, customer-facing segment strategies.
- Serve as the internal authority on humanoid and cobot market dynamics, generating insight that shapes product roadmap priorities and executive decision-making.
- Define market requirements (MRDs) in close collaboration with Engineering Solutions Leaders, ensuring priorities are clearly grounded in customer and competitive reality.
2. Win at Market-Leading Humanoid and Cobot Customers- Identify the highest-leverage design-win opportunities among humanoid startups and established cobot leaders globally.
- Engage at the technical and executive level with platform architects and decision-makers - from well-funded humanoid startups to Tier 1 automation companies.
- Work in close, structured alignment with the Humanoid Robotics Business Development leader (Sales): this role leads market development and solution positioning; the Sales BD counterpart leads account engagement and commercial close. Joint account planning, shared pipeline visibility, and a regular coordination cadence are expected.
- Define and deliver the solution narratives, application briefs, and value propositions that give the sales team credible and differentiated tools to win.
3. Define Differentiated Solutions and Tiny AI Positioning- Define Lattice's solution architecture for humanoid and cobot applications - spanning sensor aggregation and pre-processing, motor control interfaces, safety and security functions, real-time connectivity, and on-device inference.
- Identify the Physical AI edge use cases where Lattice's low-power inference capability delivers outsized, defensible value: always-on perception, anomaly detection, sensor fusion pre-processing, and real-time decision-making between cloud/host AI and the actuator layer - all at milliwatt power budgets.
- Work with Engineering Solutions Leaders and the applications engineering team to translate solution definitions into reference designs, application notes, and demo content. The ESL team owns technical execution of MRDs and SSDs; this role provides market requirements, differentiation framing, and customer validation inputs that guide their priorities.
- Ensure every solution narrative carries a clear differentiation story: what Lattice enables that no other vendor can replicate at the required power, latency, size, and security envelope.
4. Cultivate a Targeted Humanoid Ecosystem- Build and manage a focused set of strategic ecosystem partnerships directly relevant to humanoid and cobot platforms: GPU and NPU partners (e.g., NVIDIA and peers), key sensor vendors (e.g., TI, ADI, and vision/camera module providers), and motor control and companion chip partners.
- Prioritize depth over breadth. Meaningful engagement with even a small number of Tier 1 ecosystem partners - GPU vendors, major sensor leaders, camera module suppliers - represents a substantial and ongoing time commitment. This role scopes ecosystem coverage realistically and resists the temptation to over-extend.
- Set the strategic priorities for ecosystem development; coordinate with the Sr. Ecosystem Partner Manager on agreement structure, joint GTM execution, and co-marketing. This role defines what partnerships matter and why; the Ecosystem Partner Manager executes them.
- Represent Lattice at key humanoid and cobot industry forums, conferences, and standards discussions to build visibility and shape the ecosystem narrative.
WHO YOU AREYou are a rare combination: technically deep enough to earn the respect of robotics architects and AI engineers, commercially sharp enough to translate that depth into market strategy and revenue, and credible enough at the executive level to shape how customers, partners, and the industry perceive Lattice.
- You have 12 or more years of experience in semiconductor, electronics, or technology, with at least 6 years in a senior segment marketing, business development, or product strategy role.
- You have direct, hands-on experience in humanoid robotics, collaborative robotics, or closely adjacent autonomous systems, and you are fluent in the broader Physical AI thesis - how perception, reasoning, and actuation come together in embodied systems. You understand the buyers, the platform architectures, and the competitive dynamics. Given that this is an emerging market, relevant experience may span broader robotics, industrial automation, or autonomous systems - what matters is genuine domain depth and the ability to engage credibly with humanoid platform teams and the Physical AI community more broadly.
- You have a demonstrated track record of building market positions: defining strategy, developing solution narratives, and driving adoption at flagship design-win accounts.
- You can speak credibly to FPGA and programmable logic trade-offs in the context of robotic system design. You do not need to be an FPGA designer, but you need to understand where and why programmable logic wins against MCUs, ASICs, and NPUs in edge AI and control applications.
- You are comfortable engaging on Tiny AI concepts: on-device inference, quantization trade-offs, inference latency, and ultra-low-power AI at the edge.
- You understand ecosystem dynamics and the discipline required to manage a focused set of high-value partnerships effectively rather than over-extending across too many simultaneous engagements.
- You have the executive presence and communication skills to represent Lattice externally at the highest levels and to lead with influence internally across engineering, sales, and product management.
- A Bachelor's degree in Electrical Engineering, Computer Engineering, Robotics, or a related discipline is expected. An advanced degree (M.S. or MBA) is a meaningful plus.
Pay & BenefitsConsistent with Lattice Semiconductor values and applicable law, we provide the following information to promote pay transparency and equity. We have a market-based pay structure which varies by location. Please note that the base pay range is a guideline, and our compensation range reflects the cost of labor in the U.S. geographic market based on the location of the role. Pay within these ranges varies and depends on job-related knowledge, skills, and relevant work experience.
For candidates who receive and offer, the starting salary will vary based on various factors including, but not limited to, such qualifications as, skill level, competencies, and work location. The range provided may represent a candidate range and may not reflect the full range for an individual tenured employee.
Base Pay Range295000
In addition to base pay, this role may be eligible for variable/ incentive compensation and/ or equity. In addition, this role is eligible for a comprehensive, competitive benefits package which may include healthcare and retirement plans, paid time off, and more!
