Sr. Director, Humanoid / Robotics Strategic Marketing

Lattice Overview There is energy here…energy you can feel crackling at any of our international locations. It’s an energy generated by enthusiasm for our work, for our teams, for our results, and for our customers. Lattice is a worldwide community of engineers, designers, and manufacturing operations specialists in partnership with world-class sales, marketing, and support teams, who are developing programmable logic solutions that are changing the industry. Our focus is on R&D, product innovation, and customer service, and to that focus, we bring total commitment and a keenly sharp competitive personality. Energy feeds on energy. If you flourish in a fast paced, results-oriented environment, if you want to achieve individual success within a “team first” organization, and if you believe you can contribute and succeed in a demanding yet collegial atmosphere, then Lattice may well be just what you’re looking for. Job Description: THE OPPORTUNITY Physical AI — the embodiment of artificial intelligence in machines that sense, reason, and act in the real world — is rapidly emerging as the next major computing wave after generative AI. Humanoid robots and cobots are the most visible expression of this shift, moving from lab demonstrations to factory floors faster than almost anyone predicted, and the semiconductor companies that define the architecture of these machines today will shape an industry worth hundreds of billions of dollars over the next decade. Lattice Semiconductor has a rare and credible claim to leadership in the Physical AI edge: the combination of low-power programmable logic, hardware security, real-time determinism, and on-device Tiny AI inference addresses exactly what humanoid and collaborative robot platforms demand to bridge perception, control, and actuation in real time. We are looking for an exceptional leader to own Lattice’s go-to-market strategy for humanoid robots and cobots — and, more broadly, to establish Lattice as the programmable-logic foundation for Physical AI at the edge. This is not a role for someone who follows markets — it is a role for someone who creates them. As Sr. Director of Humanoid Robotics Strategic Marketing, you will define the segment strategy, build the solution narratives and differentiation, win at the world’s most important humanoid and cobot companies, and cultivate the targeted ecosystem of partners that accelerates customer adoption across the Physical AI stack. 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: 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. 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 — from well-funded humanoid startups to Tier 1 automation companies. Work in close, structured alignment with the Humanoid Robotics Business Development leader (Sales): this role leads market development and solution positioning; the Sales BD counterpart leads account engagement and commercial close. Joint account planning, shared pipeline visibility, and a regular coordination cadence are expected. Define and deliver the solution narratives, application briefs, and value propositions that give the sales team credible and differentiated tools to win. 3.  Define Differentiated Solutions and Tiny AI Positioning Define Lattice’s solution architecture for humanoid and cobot applications — spanning sensor aggregation and pre-processing, motor control interfaces, safety and security functions, real-time connectivity, and on-device inference. Identify the Physical AI edge use cases where Lattice’s low-power inference capability delivers outsized, defensible value: always-on perception, anomaly detection, sensor fusion pre-processing, and real-time decision-making between cloud/host AI and the actuator layer — all at milliwatt power budgets. Work with Engineering Solutions Leaders and the applications engineering team to translate solution definitions into reference designs, application notes, and demo content. The ESL team owns technical execution of MRDs and SSDs; this role provides market requirements, differentiation framing, and customer validation inputs that guide their priorities. Ensure every solution narrative carries a clear differentiation story: what Lattice enables that no other vendor can replicate at the required power, latency, size, and security envelope. 4.  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 pa