Overview
Lead and manage the marketing and business development function to drive qualified pipeline and support revenue growth across multiple software brands in the Singapore market (SME to midmarket). The role is responsible for marketing strategy, demand generation, CRM governance, government-related initiatives, and alignment with sales.
Key Responsibilities
1. Marketing Strategy & Demand Generation
- Define and drive marketing strategy across multiple software brands, including prioritisation of target segments, markets, and go-to-market approach
- Translate business and revenue objectives into marketing plans, channel strategy, and pipeline targets
- Lead and manage marketing team members responsible for demand generation across digital, events, webinars, and partner channels
- Own lead generation and SQL targets as the primary marketing contribution to pipeline
- Evaluate channel and campaign performance, and reallocate resources to optimise pipeline outcomes and cost efficiency
2. Business Development & Lead Management
- Define and lead the business development approach for outbound prospecting and lead conversion
- Lead and manage Business Development team members to achieve lead and SQL targets
- Establish and enforce lead management and qualification standards across marketing and BD
- Intervene in lead qualification where required to ensure alignment with sales expectations and pipeline quality
3. Marketing Operations, CRM & AI Enablement
- Own and govern HubSpot CRM as the central system for lead management, tracking, and reporting
- Define and enforce CRM processes, lifecycle stages, and data standards across teams
- Ensure accuracy and integrity of marketing and pipeline reporting to support decision-making
- Drive adoption of AI tools and identify opportunities to enhance marketing productivity, insight generation, and performance
4. Pipeline Monitoring & Sales Alignment
- Establish visibility of end-to-end funnel performance (Lead → SQL → Opportunity → Closed) to track marketing impact on pipeline and revenue
- Evaluate pipeline performance to assess CPL, ROI, and marketing-attributed contribution
- Align with sales leadership on lead quality standards, SQL readiness, and follow-up effectiveness
- Drive upstream improvements (pre-SQL) to enhance lead quality and conversion into pipeline
5. Government Initiatives, Grants & Partner Ecosystem
- Act as the company's primary representative for government initiatives, grants, and compliance-related matter
- Lead and manage applications, submissions, and reporting requirements for relevant schemes
- Interpret and operationalise government policies and funding opportunities within marketing and go-to-market plans
- Develop and manage relationships with government bodies and programme owners
- Drive joint go-to-market initiatives with partner brands, including co-marketing and ecosystem collaboration
6. Budget, Vendor, Team Management & Reporting
- Own marketing budget planning and allocation across brands to maximise pipeline and ROI
- Evaluate spend effectiveness and reallocate resources based on performance and business priorities
- Lead and manage the marketing and business development team, including target setting, performance management, and accountability
- Oversee vendor and agency relationships to ensure delivery against marketing objectives
- Present marketing performance, pipeline contribution, and budget utilisation to management
Working Relationships
- Internal: Sales, Business Development, Finance, Product Teams, Senior Management
- External: Agencies, Vendors, Media Partners, Technology Principals, Government Bodies, Partners
Qualifications & Experience
- Bachelor's degree in Marketing, Business, or related field
- At least 7 years of progressive marketing experience, preferably in IT consultancy, technology, or B2B services
- Proven track record in demand generation, planning and executing marketing campaigns across digital and traditional channels
- Strong understanding of B2B marketing dynamics, including lead generation, pipeline development, and customer life cycle management
- Hands-on experience with marketing automation tools, CRM platforms, and analytics tools (e.g. Hubspot, Google Analytics, or similar)
- Experience managing external vendors, agencies, and partners
- Demonstrated ability to collaborate with sales team to align marketing strategies with revenue targets
Skills & Competencies
- Strategic Thinking: Ability to develop and execute comprehensive marketing strategies aligned with business objectives and growth targets
- Multi-Channel Marketing Expertise: Proficient in digital marketing (SEO/SEM, social media, email campaigns, content marketing) as well as offline channels (events, partnerships, PR)
- Content Messaging: Quick learner with the ability to grasp product differences and translate them into clear, effective marketing messages
- Data-Driven Decision Making: Skilled in analysing campaign performance, interpreting data insights, and optimizing marketing effectiveness
- Leadership & Collaboration: Ability to lead cross-functional initiatives and work closely with sales, product, and technical teams
- Project Management: Strong organizational skills with the ability to manage multiple campaigns and priorities simultaneously
- Communication Skills: Excellent written and verbal communication skills, with strong presentation and stakeholder management abilities
- Customer-Centric Mindset: Deep understanding of customer needs and buyer journeys in a B2B environment
- Adaptability & Innovation: Comfortable working in a fast-paced environment and open to experimenting with new tools, channels, and approaches.
- Commercial Acumen: Strong understanding of ROI, budgeting, and how marketing contributes to revenue growth
