Sr. Director, Humanoid / Robotics Strategic Marketing

Primary Focus

• Humanoid robots: bipedal platforms targeting manufacturing, logistics, and service applications.
  • 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 Do

• 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.
  • Engage at the technical and executive level with platform architects and decision-makers — from well-funded humanoid startups to Tier 1 automation companies.
• Win at Market-Leading Humanoid and Cobot Customers
  • Identify the highest-leverage design-win opportunities among humanoid startups and established cobot leaders globally.
• Define and deliver the solution narratives, application briefs, and value propositions that give the sales team credible and differentiated tools to win.
  • Define differentiated solutions and Tiny AI positioning.
• 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.
• Represent Lattice at key humanoid and cobot industry forums, conferences, and standards discussions to build visibility and shape the ecosystem narrative.

Who You Are

• You 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 & Benefits

• Consistent 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.

• The range provided may represent a candidate range and may not reflect the full range for an individual tenured employee.

• Base Pay Range 295000

• In addition to base pay, this role may be eligible for variable/ incentive compensation and/ or equity.

• This role is eligible for a comprehensive, competitive benefits package which may include healthcare and retirement plans, paid time off, and more!

• Additional Information

• This position requires a successful background and reference checks and satisfactory proof of your right to work in the United States.

• Lattice recognizes that employees are its greatest asset and the driving force behind success in a highly competitive, global industry.

• Lattice continually strives to provide a comprehensive compensation and benefits program to attract, retain, motivate, reward and celebrate the highest caliber employees in the industry.

• Lattice is an international, service-driven developer of innovative low cost, low power programmable design solutions.

• Our global workforce, some 1,000 strong, shares a total commitment to customer success and an unbending will to win.

• For more information about how our FPGA, CPLD and programmable power management devices help our customers unlock their innovation, visit www.latticesemi.com.

• You can also follow us via Twitter, Facebook, or RSS.

• At Lattice, we value the diversity of individuals, ideas, perspectives, insights and values, and what they bring to the workplace.

• Applications are welcome from all qualified candidates.

• As an E-Verify employer, we use this system to confirm the employment eligibility of all new hires in accordance with federal law.

• All applicants will be required to complete a Form I-9, Employment Eligibility Verification, upon hire.

• We do not use E-Verify to pre-screen job candidates and will comply with all E-Verify regulations.