About Us
Everything we do, we are committed to help fast growing companies like yours build global teams. We do it with compliance, speed and world class HR advisory service. The way we empower businesses is by making our Employer of Record platform compliant, easy to use with transparent pricing, and world class HR solutions.
Role Overview
We are looking for a Marketing Director to lead AYP Group's growth across Asia Pacific by building a clear market position and a predictable revenue driving marketing engine.
This role is accountable for ensuring AYP is the preferred partner for mid-market companies expanding across APAC, particularly HR and business leaders navigating compliance, speed, and cross-border hiring complexity.
Key Accountabilities:
1. Own Marketing Contribution to Revenue
- Take full ownership of marketing's impact on pipeline and revenue growth
- Define and track metrics across the funnel:
- High-intent traffic
- Qualified pipeline
- Conversion to opportunities and revenue
- Ensure marketing is accountable for commercial outcomes
2. Define and Drive Mid-Market Focused Strategy
- Build a marketing strategy centered on mid-market buyer personas
- Translate their pain points (compliance risk, speed, internal credibility) into clear messaging and go-to-market approach
- Prioritize segments, industries, and markets with the highest revenue potential
3. Strengthen Positioning and Differentiation
- Define and refine AYP's positioning as a trusted APAC partner delivering peace of mind
- Ensure a clear and differentiated narrative against competitors
- Build trust through clarity, advisory led messaging, and transparency
- Ensure consistency across all channels - website, content, campaigns, and sales materials
4. Build a Scalable Demand & Revenue Engine
- Design and oversee a repeatable, scalable demand generation strategy
- Drive high-quality pipeline through:
- SEO / GEO (AI-driven discovery)
- Content and thought leadership
- Account-Based Marketing (ABM) for high-value accounts
- Paid and retargeting strategies
- Continuously improve conversion from marketing → sales → revenue
5. Drive Thought Leadership that Converts
- Position AYP as a trusted authority in HR, compliance, and cross-border hiring in APAC
- Ensure content is insight-led and commercially relevant, not generic
- Align content to key buying triggers:
- Market expansion
- Vendor change
- Compliance concerns
- Ensure content supports both brand trust and deal conversion
6. Build Structure, Discipline, and Visibility
- Establish clear marketing processes, planning cadence, and accountability
- Define and track performance across:
- Pipeline generation
- Conversion rates
- Customer acquisition efficiency
- Provide leadership with clear visibility on how marketing drives revenue
7. Lead and Build the Team
- Build and lead a high-performing marketing team across brand, growth, and digital
- Ensure the right capabilities are in place to support mid-market growth
- Hire and develop specialists where needed
- Raise the overall strategic and execution standard of the team
8. Align Across Sales and Product
- Work closely with Sales to:
- Ensure strong marketing → sales handover and conversion
- Refine messaging based on real deal feedback
- Align with Product to ensure:
- Positioning reflects actual capabilities
- Market needs inform product direction
- Ensure consistency between what we promise, sell, and deliver
Requirements:
- 10+ years in marketing, with at least 3–5 years in a leadership role
- Proven track record of driving pipeline and revenue growth in B2B environments
- Experience in SaaS, HR tech, or services-led environments is advantageous
