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Core Competencies
Role fitCore Competencies
Use this summary to align your resume positioning with the role.
Demonstrates expertise in developing go-to-market strategies, conducting market research, and translating insights into actionable recommendations. Proven ability to lead cross-functional initiatives and drive customer adoption in technology markets.
Highest-signal resume keywords
Go-To-Market Strategy DevelopmentMarket Research and AnalysisProduct Marketing Best PracticesCustomer Engagement and AdoptionCompetitive Positioning
ATS Keywords
Tailor your resumeApplicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills
Market AnalysisCommercialization StrategiesVoice-of-Customer ActivitiesProduct LaunchingPortfolio Management
Soft Skills
Strong Communication SkillsInfluence and PersuasionExecutive Presentation SkillsLeadership Without AuthorityMentoring Team Members
Certifications & Qualifications
Bachelor's Degree in MarketingBachelor's Degree in BusinessBachelor's Degree in EngineeringBachelor's Degree in Science
Industry Keywords
Test and MeasurementInstrumentationRF CommunicationsSemiconductor TestAerospaceDefenseSensingAutomationIndustrial Systems
About the role
Key responsibilities & impact- 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 influencing portfolio direction and investment priorities
- Develop and maintain market positioning, value propositions, and portfolio narratives
- Translate complex technical capabilities into customer-focused business value
- Establish differentiation strategies against competitors
- Ensure consistent messaging across launches, campaigns, digital channels, sales content, and customer engagements
- Define target audiences, market segments, buyer personas, and commercialization approaches
- Lead go-to-market planning for new products, solutions, and strategic initiatives
- Develop launch strategies, readiness plans, KPIs, adoption metrics, and success criteria
- Measure market response and improve 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
- Drive customer adoption, portfolio expansion, upsell, cross-sell, bundled solutions, and adjacent market growth
- Monitor portfolio performance and market penetration
- Advise Product Management, Technical Marketing, Sales, and executive leadership
- Lead initiatives spanning multiple products, solution areas, or market segments
- Mentor team members and establish product marketing best practices
- Represent Tektronix at customer meetings, industry events, conferences, and market-facing engagements
Requirements
What you’ll need- 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
- Experience in test and measurement, instrumentation, RF, communications, semiconductor test, aerospace, defense, sensing, automation, industrial systems, or related technology markets preferred
- Experience working with global sales organizations and channel partners preferred
- Experience supporting portfolio strategy and market expansion initiatives preferred
- Experience presenting to customers, industry groups, or executive leadership teams preferred
Benefits
Comp & perks- Opportunity to influence industry-leading technology portfolios
- Work alongside world-class engineering and commercial teams
- Opportunity to help customers solve complex measurement and sensing challenges
- Inclusion and Diversity commitment
- Equal opportunity employer
- Reasonable accommodations for applicants with disabilities