Automotive System Power Principal Engineer
Job Description
Senior Product Marketing Engineer
Automotive System Power (ASP) | China
The Role
Drive product strategy, demand creation, customer engagement, positioning, and growth for the Automotive System Power portfolio in China. The scope includes processor-attached PMICs, intelligent power devices such as eFuses, high-side switches, and controllers, and automotive battery-management solutions. Translate China market and customer needs into portfolio, roadmap, and go-to-market priorities in partnership with Sales, FAE, and global Product Lines.
Location: China
Key Responsibilities
Product Strategy & Portfolio
• Define and execute the China product and market strategy across PMIC, eFuse, High Side Switch, and Automotive BMS portfolios.
• Pursue funnel creation, new design-ins and own automotive revenue for the region.
• Translate customer needs, vehicle-architecture trends, competition, and ecosystem requirements into roadmap and investment recommendations.
• Partner with Product Lines on business cases, pricing, market requirements, positioning, and feature priorities.
• Use market and competitive analysis to guide differentiation, design-in focus, and growth priorities.
Customer Engagement & Growth
• Lead product-marketing engagement with automotive OEMs, Tier 1s, ecosystem partners, and distribution channels in China.
• Drive design-ins and revenue through account strategies, opportunity pipelines, and application-focused value propositions.
• Represent the voice of China customers in global portfolio and roadmap decisions.
• Partner with Sales and FAE to remove technical and commercial barriers and improve opportunity conversion.
Product Definition, Launch & Enablement
• Consolidate application and customer requirements to support product definition, validation strategy, reference solutions, collateral readiness, and launch execution.
• Create customer presentations, product briefs, training, competitive analysis, and clear technical value propositions.
• Execute launches, campaigns, workshops, and channel training while maintaining focus on differentiation, quality, and time to market.
Cross-Functional Leadership
• Coordinate PMIC, eFuse, High Side Switch and Automotive BMS teams to present a unified automotive portfolio and expand cross-selling at strategic accounts.
• Align global Product Lines, engineering, sales, marketing, operations, quality, and supply chain around customer and business priorities.
• Communicate business status, opportunities, risks, and decisions clearly to senior leadership and global stakeholders.
Required Qualifications
• BSEE or related technical degree and 10+ years in semiconductor product marketing, technical marketing, or product management.
• Automotive semiconductor experience, including OEM/Tier 1 development, qualification, and design-in cycles.
• Strong PMIC knowledge for SoCs, MCUs, or MPUs, including power architecture, regulation, sequencing, monitoring, diagnostics, protection, and system tradeoffs.
• Working knowledge of automotive IPDs, including eFuses and high-side switches, for protected power distribution and load control.
• Understanding of automotive battery-management applications and the ability to position BMS solutions at system level.
• Knowledge of functional safety and automotive quality expectations, including ISO 26262, ASIL concepts, and AEC-Q100.
• Proven success launching semiconductor products, generating design-ins, building pipelines, and delivering revenue growth.
• Strong knowledge of China automotive OEMs, Tier 1s, competitors, decision processes, and ecosystem relationships.
• Ability to influence technical and commercial stakeholders and convert application needs into product and business priorities.
• Fluent Mandarin and strong business English, with concise and persuasive communication skills.
Preferred Qualifications
• MSEE.
• Deep expertise in at least one of PMIC, IPD/eFuse, or automotive BMS, with working knowledge across the broader portfolio.
• Experience working with globally distributed product and engineering teams.
Requirements
Function: Engineering
Experience Level: Mid-Senior Level