JOB DESCRIPTION
Senior Product Marketing Manager
Location
United States (Hybrid/Remote Eligible)
Reports To
Vice President / General Manager Signal Acquisition & Analysis Portfolio
Position Summary
The Senior Product Marketing Manager plays a critical leadership role in translating our technology investments into market success.
As the commercial and market strategist for a portfolio of products and solutions, you will be responsible for understanding customer needs, identifying market opportunities, developing differentiated positioning, and leading commercialization strategies that drive adoption and growth.
Working closely with Product Management, Technical Marketing, Sales, Business Development, and Corporate Marketing, you will ensure our products and solutions are effectively positioned, launched, and adopted across target markets.
This role serves as the voice of the market and buyer. You will influence portfolio strategy through customer insight, competitive intelligence, market analysis, and commercialization expertise.
The ideal candidate combines strong business acumen, strategic thinking, market insight, and cross-functional leadership to drive measurable business outcomes.entists, and innovators solve complex problems through industry-leading test and measurement solutions. The Senior Product Marketing Manager plays a critical leadership role in translating our technology investments into market success.
What You Will Do
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.
Required Qualifications
- 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 Qualifications
- 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.
Competencies
Strategic Thinking
- Anticipates market shifts and growth opportunities.
- Connects customer needs with business strategy.
- Develops long-term plans that drive sustainable growth.
Market & Customer Expertise
- Deep understanding of buyer behavior and customer workflows.
- Ability to identify unmet market needs and emerging opportunities.
- Leverages data and insight to influence strategic decisions.
Commercial Acumen
- Understands revenue drivers, market dynamics, and portfolio economics.
- Connects business outcomes to commercialization activities.
- Balances strategic opportunities with execution priorities.
Influence & Leadership
- Builds alignment across diverse stakeholder groups.
- Leads through expertise and credibility.
- Effectively communicates with technical, commercial, and executive audiences.
Communication & Storytelling
- Creates compelling narratives around customer value.
- Simplifies complex technologies into clear market messages.
- Delivers persuasive presentations and strategic recommendations.
Success Measures
Success in this role will be measured through:
- Revenue growth and market expansion
- Product adoption and customer engagement
- Competitive win-rate improvement
- Commercial launch effectiveness
- Market share growth
- Pipeline influence
- Strategic account impact
- Quality of market insights and recommendations
- Cross-functional leadership effectiveness
