About AYP Group
At AYP Group, we're more than an HR Tech company, we're a trusted partner enabling businesses to thrive with seamless Employer of Record (EOR) solutions across APAC. From payroll and compliance to efficient employee management tools and expert HR advisory, we simplify workforce expansion and operations across 14 countries.
Role Overview
We are seeking a strategic marketing leader to shape AYP's marketing direction across brand, demand generation, and outbound initiatives.This role focuses on strategy, insight, and alignment, not day-to-day execution. You will translate business goals into clear marketing priorities, guide teams and partners, and ensure AYP's brand and demand strategies move cohesively together.
You will work closely with the Managing Director, Product, and Sales teams to define where AYP should play, how we should communicate, and what will drive meaningful engagement with our audience of HR and business leaders across Asia Pacific.
Key Responsibilities
1. Strategic Marketing Leadership
- Lead the development of AYP's integrated marketing strategy that connects brand awareness with lead generation outcomes.
- Translate AYP's brand promise into measurable marketing goals aligned with business priorities.
- Partner with cross-functional teams to ensure marketing remains aligned with product innovation, client needs, and market opportunities.
2. Brand Positioning & Storytelling
- Strengthen AYP's brand identity as a trusted HR and payroll partner in Asia Pacific.
- Build narratives that communicate AYP's value of Peace of Mind through clarity, compliance, and partnership.
- Oversee the tone, consistency, and quality of all brand communications.
3. Market & Buyer Understanding
- Develop deep empathy and complete understanding of AYP's buyer persona their motivations, challenges, and decision-making journey.
- Map the buyer journey from awareness to advocacy and use those insights to shape campaigns, content, and messaging.
- Continuously analyse market trends, competitor positioning, and customer feedback to refine AYP's go-to-market strategy.
4. Demand Generation & Outbound Direction
- Shape the strategy for outbound and account-based marketing that supports enterprise-level growth.
- Partner with the Growth and Sales teams to ensure marketing drives meaningful engagement and qualified pipeline.
- Guide the prioritisation of campaigns and channel focus to achieve targeted outcomes.
5. Team Guidance & Collaboration
- Work closely with internal marketing teams and external partners to bring strategic direction to life.
- Cultivate a culture of curiosity, accountability, and continuous improvement.
- Inspire through clarity helping others see how their work connects to AYP's mission and impact.
Who You Are
- A strategic thinker who connects data, empathy, and storytelling.
- Naturally curious always asking why things work and how they can work better.
- A builder of clarity structured, thoughtful, and able to simplify complex ideas.
- A collaborator who values open communication and alignment across teams.
- Calm under pressure, confident in ambiguity, and focused on progress over perfection.
- Deep empathy and complete understanding of the buyer persona, always thinking from the customer's perspective.
- Passionate about building purposeful brands and driving sustainable growth.
What You'll Bring
- Proven ability to think strategically and translate insights into actionable marketing plans.
- Strong interpersonal and communication skills with the ability to influence and inspire.
- Analytical and reflective mindset, comfortable using data to learn and improve.
- Curiosity, integrity, humility, and a growth mindset.
- Experience leading or guiding cross-functional collaboration in dynamic environments.
