Sr. Product Marketing Manager
Tektronix, Inc.
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Job summary
Tektronix Senior Product Marketing Manager leads market strategy, customer insights, and go-to-market for a portfolio of test and measurement solutions. The role translates technology investments into market success, working with Product Management, Technical Marketing, Sales, and Corporate Marketing to ensure launches and adoption drive growth.
The position is based in the United States with hybrid/remote eligibility, requiring strong cross-functional leadership, strategic thinking, and the
Qualifications
- Bachelor's degree required.
- 10+ years in Product Marketing, Strategic Marketing, Product Management, or related roles.
- Proven 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.
Responsibilities
- Develop deep expertise in target markets, customer workflows, applications, and buying behaviors.
- Identify market opportunities, competitive threats, and growth opportunities.
- Conduct market research, customer interviews, win/loss analysis, and voice-of-customer initiatives.
- Translate market insights into portfolio direction and investment priorities.
- Partner with Product Management to ensure market opportunities and requirements are understood.
- Develop and maintain market positioning, value propositions, and portfolio narratives.
- Translate complex capabilities into customer-focused business value.
- Establish differentiation strategies against competitors.
- Ensure consistency of messaging across launches, campaigns, and channels.
- Create frameworks to communicate portfolio value to internal teams.
- Define target audiences, market segments, buyer personas, and Go-to-Market approaches.
- Lead go-to-market planning for new products and initiatives.
- Develop launch strategies and readiness plans with cross-functional teams.
- Establish KPIs and adoption metrics for launches.
- Measure market response and drive continuous improvement.
Skills
Education
Job description
Location: United States (Hybrid/Remote Eligible)
Vice President / General Manager Signal Acquisition & Analysis Portfolio
At Tektronix, we help engineers, scientists, 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. 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- Anticipates market shifts and growth opportunities.
- Connects customer needs with business strategy.
- Develops long-term plans that drive sustainable growth.
- 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.
- Understands revenue drivers, market dynamics, and portfolio economics.
- Connects business outcomes to commercialization activities.
- Balances strategic opportunities with execution priorities.
- Builds alignment across diverse stakeholder groups.
- Leads through expertise and credibility.
- Effectively communicates with technical, commercial, and executive audiences.
- Creates compelling narratives around customer value.
- Simplifies complex technologies into clear market messages.
- Delivers persuasive presentations and strategic recommendations.
- 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
You will have the opportunity to influence the direction of industry-leading technology portfolios, work alongside world-class engineering and commercial teams, and help customers solve some of the most complex measurement and sensing challenges in the world.
Ralliant, originally part of Fortive, now stands as a bold, independent public company driving innovation at the forefront of precision technology. With a global footprint and a legacy of excellence, we empower engineers to bring next-generation breakthroughs to life — faster, smarter, and more reliably. Our high-performance instruments, sensors, and subsystems fuel mission-critical advancements across industries, enabling real-world impact where it matters most. At Ralliant we're building the future, together with those driven to push boundaries, solve complex problems, and leave a lasting mark on the world.
Tektronix, a wholly owned subsidiary of Ralliant Corporation, is a place where people are challenged to explore the boundaries of what’s possible, bringing the digital future one step closer every day. Through precision-engineered measurement solutions, we work with our customers to eliminate the barriers between inspiration and realization of world-changing technologies. We believe that cultivating a deeper sense of loyalty and belonging is key to how we attract and retain our best people. This reality inspires our Inclusion & Diversity vision, We Are More Together, and guides our approach as we all work toward creating great places where our teams work and thrive. Realize your true potential at Tektronix – join us in revolutionizing a better tomorrow!
We Are an Equal Opportunity Employer. Ralliant Corporation and all Ralliant Companies are proud to be equal opportunity employers. We value and encourage diversity and solicit applications from all qualified applicants without regard to race, color, national origin, religion, sex, age, marital status, disability, veteran status, sexual orientation, gender identity or expression, or other characteristics protected by law. Ralliant and all Ralliant Companies are also committed to providing reasonable accommodations for applicants with disabilities. Individuals who need a reasonable accommodation because of a disability for any part of the employment application process, please contact us at applyassistance@Ralliant.com.
The salary range for this position (in local currency) is 104300.00-193700.00
Tektronix, a wholly owned subsidiary of Ralliant Corporation, is a place where people are challenged to explore the boundaries of what’s possible, bringing the digital future one step closer every day. Through precision-engineered measurement solutions, we work with our customers to eliminate the barriers between inspiration and realization of world-changing technologies. We believe that cultivating a deeper sense of loyalty and belonging is key to how we attract and retain our best people. This reality inspires our Inclusion & Diversity vision, We Are More Together, and guides our approach as we all work toward creating great places where our teams work and thrive. Realize your true potential at Tektronix – join us in revolutionizing a better tomorrow!
We Are an Equal Opportunity Employer. Ralliant Corporation and all Ralliant Companies are proud to be equal opportunity employers. We value and encourage diversity and solicit applications from all qualified applicants without regard to race, color, national origin, religion, sex, age, marital status, disability, veteran status, sexual orientation, gender identity or expression, or other characteristics protected by law. Ralliant and all Ralliant Companies are also committed to providing reasonable accommodations for applicants with disabilities. Individuals who need a reasonable accommodation because of a disability for any part of the employment application process, please contact us at applyassistance@Ralliant.com.
The salary range for this position (in local currency) is 104300.00-193700.00
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