About AYP
AYP delivers Employer of Record (EOR), payroll, and workforce solutions across Asia Pacific. We exist to give mid sized organisations peace of mind when expanding and managing employees across multiple jurisdictions in APAC.
Role Overview
AYP Group is seeking a Branding Manager (KL) to lead the development and execution of AYP's brand and demand creation strategy across Asia Pacific.
This role is responsible for shaping how AYP is perceived in the market — ensuring that our positioning as a trusted partner delivering peace of mind to HR leaders is consistently reflected across all touchpoints.
You will define and drive AYP's brand narrative, thought leadership, and content direction, translating complex topics such as compliance, expansion, and workforce management into clear, credible, and compelling messaging.
Working closely with the Head of Marketing (Singapore) and the broader marketing team, you will ensure that brand efforts are not only strong in storytelling, but also contribute meaningfully to demand creation and pipeline growth.
Key Responsibilities
1. Brand Strategy & Positioning
- Develop and maintain AYP's brand positioning and messaging framework
- Ensure consistency in how AYP communicates its value across all channels and markets
- Strengthen AYP's positioning as a trusted advisor in APAC hiring and compliance
2. Demand Creation Through Content
- Lead the development of insight-driven content that builds trust and generates demand
- Translate business priorities and market insights into structured, high-impact narratives
- Ensure content is aligned to ICP needs and supports both awareness and engagement
3. Thought Leadership & Authority Building
- Drive AYP's thought leadership agenda across key topics such as:
- APAC expansion
- Compliance and risk
- Employer of Record (EOR)
- Develop long-form content including:
- Articles and guides
- Whitepapers and insight pieces
- Leadership perspectives
4. Brand-to-Pipeline Alignment
- Work closely with the Marketing Manager (Pipeline Owner) to ensure:
- Brand messaging is translated effectively into campaigns
- Content supports ABM and targeted initiatives
- Balance brand integrity with commercial relevance
5. Case Studies & Proof Assets
- Develop and refine case studies and client narratives
- Highlight real outcomes and reinforce AYP's brand promise of peace of mind
- Ensure strong, credible proof points are consistently available for campaigns and sales
6. GEO & Search-Aligned Content
- Collaborate with the SEO Specialist to ensure content is optimised for:
- Traditional search (SEO)
- AI-driven discovery platforms (GEO)
- Structure content for visibility across search engines and AI answer platforms
7. Team & Content Execution Oversight
- Guide and oversee the work of the Content Creator
- Ensure consistent quality, tone, and structure across all content outputs
- Maintain a disciplined approach to content planning and delivery
Key Performance Indicators
- Brand engagement and visibility among target audience (ICP)
- Quality and effectiveness of thought leadership content
- Contribution of brand/content to pipeline (supporting metric)
- Strength and consistency of AYP's brand positioning
Requirements
- 5–8 years of experience in brand, content strategy, or marketing roles within B2B environments
- Strong ability to develop structured messaging and translate complex topics into clear narratives
- Experience in professional services, HR, or advisory industries is advantageous
- Understanding of SEO principles; familiarity with GEO is a plus
- Proven ability to balance brand building with commercial objectives
