Sr. Director, Humanoid / Robotics Strategic Marketing

The Opportunity

Physical AI is rapidly emerging as the next major computing wave after generative AI. Humanoid robots and cobots are the most visible expression of this shift. Lattice Semiconductor seeks an exceptional leader to own its go-to-market strategy for humanoid robots and cobots, and to establish Lattice as the programmable-logic foundation for Physical AI at the edge. As Sr. Director of Humanoid Robotics Strategic Marketing, you will define the segment strategy, build solution narratives and differentiation, win at leading humanoid and cobot companies, and cultivate a targeted ecosystem of partners.

Primary Focus

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

1. Define and Execute Humanoid Robotics Market Strategy

• Establish Lattice's point of view on the humanoid, cobot, and broader Physical AI landscape, including platform segmentation, TAM/SAM modeling, competitive and companion positioning with MCU/ASIC/NPU, and a multi-year roadmap.
• Identify where Lattice can win and why, translating technology capabilities into customer-facing segment strategies.
• Serve as the internal authority on humanoid and cobot market dynamics, shaping product roadmap priorities and executive decision-making.
• Define market requirements (MRDs) in collaboration with Engineering Solutions Leaders.

2. Win at Market-Leading Humanoid and Cobot Customers

• Identify the highest-leverage design-win opportunities among humanoid startups and established cobot leaders globally.
• Engage at the technical and executive level with platform architects and decision-makers.
• Work in structured alignment with the Humanoid Robotics Business Development leader, including joint account planning and shared pipeline visibility.
• Define and deliver solution narratives, application briefs, and value propositions for the sales team.

3. Define Differentiated Solutions and Tiny AI Positioning

• Define Lattice's solution architecture for humanoid and cobot applications, spanning sensor aggregation, motor control interfaces, safety and security functions, real-time connectivity, and on-device inference.
• Identify Physical AI edge use cases where low-power inference delivers defensible value, such as always-on perception, anomaly detection, and sensor fusion pre-processing.
• Work with Engineering Solutions Leaders and applications engineering to translate solutions into reference designs, application notes, and demo content.
• Ensure every solution narrative carries a clear differentiation story.

4. Cultivate a Targeted Humanoid Ecosystem

• Build and manage a focused set of strategic partnerships with GPU and NPU partners, key sensor vendors, and motor control and companion chip partners.
• Prioritize depth over breadth in ecosystem coverage.
• Set strategic priorities for ecosystem development and coordinate with the Sr. Ecosystem Partner Manager on agreements, joint GTM execution, and co-marketing.
• Represent Lattice at humanoid and cobot industry forums, conferences, and standards discussions.

Who You Are

• 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.
• Direct, hands-on experience in humanoid robotics, collaborative robotics, or closely adjacent autonomous systems, with fluency in the Physical AI thesis. Relevant experience may span broader robotics, industrial automation, or autonomous systems.
• A demonstrated track record of building market positions, defining strategy, developing solution narratives, and driving adoption at flagship design-win accounts.
• Ability to speak credibly to FPGA and programmable logic trade-offs in robotic system design, including where programmable logic wins against MCUs, ASICs, and NPUs.
• Comfort with Tiny AI concepts, including on-device inference, quantization trade-offs, inference latency, and ultra-low-power AI at the edge.
• Understanding of ecosystem dynamics and the discipline to manage a focused set of high-value partnerships.
• Executive presence and communication skills to represent Lattice externally and lead with influence internally.
• 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

The base pay range is a guideline and varies by location and by job-related knowledge, skills, and experience. This role may be eligible for variable or incentive compensation and/or equity, and for a comprehensive benefits package that may include healthcare, retirement plans, and paid time off.

Base Pay Range: 295000

Additional Information

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

Lattice is an E-Verify employer. Applications are welcome from all qualified candidates.