Brand Manager

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

AYP Group is seeking a Branding Manager (SG) 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.

Key Responsibilities

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

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

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

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

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

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

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