Product Marketing Manager

Cohu, Inc.; Penang; On-site; MYR 90,000 - 110,000; Full time

Job summary

A leading global technology company is seeking a Product Marketing Manager in Penang, Malaysia. This role involves leading go-to-market initiatives for ATE solutions, collaborating with engineering and sales teams, and creating impactful marketing content. The ideal candidate should have a Bachelor's degree in a relevant technical field and over 5 years of product marketing experience in the semiconductor industry. Competitive benefits and a dynamic work culture are offered.

Benefits

Generous employee benefits

Challenging work environment

Qualifications

• 5+ years of experience in product marketing, preferably in semiconductor or electronics.
• Strong understanding of ATE systems and semiconductor test workflows.
• Proven track record of successful product launches.

Responsibilities

• Develop messaging and positioning for ATE products based on customer needs.
• Own product launch planning and execution.
• Conduct market research and competitive analysis.

Skills

Product marketing

Market research

Sales support

Communication

Education

Bachelor's degree in Electrical Engineering, Computer Engineering, or related technical field

MBA or marketing specialization preferred

Tools

CRM tools

Marketing automation tools

Analytics tools

Job description

Overview

We are seeking a strategic and technically savvy Product Marketing Manager to lead go-to-market initiatives for our ATE solutions. This role bridges the gap between engineering, sales, and customers—crafting compelling product narratives, driving market adoption, and enabling commercial success.

Key Responsibilities

• Market Positioning & Messaging: Develop differentiated messaging and positioning for ATE products based on deep understanding of customer needs, competitive landscape, and technology trends.
• Go-to-Market Strategy: Own product launch planning and execution, including sales enablement, content creation, and campaign development.
• Customer & Market Insights: Conduct market research, customer interviews, and competitive analysis to inform product strategy and roadmap prioritization.
• Sales Enablement: Create and deliver sales tools, training materials, and presentations that empower global sales teams to effectively communicate value propositions.
• Content Development: Collaborate with technical teams to produce high-impact collateral including datasheets, white papers, case studies, and product videos.
• Cross-Functional Collaboration: Partner with Product Management, Engineering, and Sales to align on product strategy, pricing, and customer engagement.
• Performance Tracking: Measure and report on product marketing KPIs including lead generation, and sales pipeline impact.

Qualifications

• Bachelor’s degree in Electrical Engineering, Computer Engineering, or related technical field; MBA or marketing specialization preferred.
• 5+ years of experience in product marketing, preferably in semiconductor, electronics, or test & measurement industries.
• Strong understanding of ATE systems, semiconductor test workflows, and industry standards.
• Exceptional communication skills—able to translate complex technical concepts into clear, compelling messaging.
• Proven track record of successful product launches and cross-functional leadership.
• Experience with CRM, marketing automation, and analytics tools

Preferred Skills

• Familiarity with the semiconductor industry.
• Experience marketing hardware/software solutions in B2B environments.
• Ability to travel domestically and internationally as needed.

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.

Globally, Cohu is committed to full compliance with all applicable laws and regulations governing employment, in the U.S. and in all other locations around the world where we have operations.