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 Growth Marketing Manager to lead and scale our pipeline generation engine across Asia Pacific.
This role sits at the core of our marketing function, with direct accountability for translating demand into qualified opportunities and revenue pipeline. You will drive targeted, high-impact initiatives across account-based marketing (ABM), campaign execution, and conversion optimisation, working in close partnership with Sales.
This is a commercially focused role for someone who is motivated by measurable outcomes, and who is able to operate with both strategic intent and executional discipline.
Key Responsibilities
1. Pipeline Generation & Conversion
- Own and deliver marketing-generated pipeline, with clear accountability for conversion across the funnel (MQL → SQL → Opportunity)
- Ensure marketing efforts are aligned to high-value accounts and qualified demand, rather than volume-based lead generation
- Partner closely with Sales to drive pipeline progression and deal velocity
2. Account-Based Marketing (ABM)
- Develop and execute targeted account-based marketing strategies across priority segments and key accounts
- Translate market insights and ICP definition into focused, high-conversion campaigns
- Coordinate closely with Sales on account engagement, messaging, and follow-through
3. Campaign Strategy & Execution
- Lead the planning and execution of targeted, multi-channel campaigns, with a primary focus on LinkedIn and retargeting channels
- Convert brand and content initiatives into performance-driven campaigns
- Continuously optimise campaigns based on data, ensuring efficiency and effectiveness
4. Funnel Ownership & Conversion Optimisation
- Take ownership of the end-to-end marketing funnel, including:
- Traffic quality (in collaboration with SEO)
- Landing page effectiveness and conversion (with Web developer)
- Campaign performance and engagement
- Work closely with internal specialists to ensure alignment across acquisition and conversion
5. Sales Alignment & Commercial Impact
- Act as a strategic partner to Sales, ensuring strong alignment on:
- Target accounts and ICP definition
- Campaign priorities and outreach strategy
- Participate in regular pipeline reviews and contribute to revenue-focused decision making
6. Performance Tracking & Insights
- Establish clear visibility into marketing performance, including:
- Pipeline generated
- Conversion rates across stages
- Cost per customer aquisition
- Use insights to inform ongoing optimisation and strategic direction
Key Performance Indicators
- Marketing-generated pipeline value
- Conversion rates across funnel stages (MQL → SQL → Opportunity)
- Meetings secured with target accounts
- Campaign performance and efficiency metrics
Requirements
- 4–7 years of experience in B2B marketing, preferably within SaaS, professional services, or a related industry
- Demonstrated experience in campaign execution, performance marketing, or growth marketing
- Familiarity with account-based marketing approaches and targeted campaign strategies
- Strong analytical capability, with the ability to interpret data and translate insights into action
- Experience working in close collaboration with Sales teams
