Demand Generation Marketing Lead APAC - Legal Tech/AI

Novum Global; Sydney; Hybrid; AUD 180.000 - 240.000; Vollzeit

Zusammenfassung

Novum Global seeks a data-driven Senior Marketing Lead to own APAC demand generation and regional marketing strategy. You will design multi-channel campaigns, regionalize global programs, and drive pipeline across ANZ, Singapore, Hong Kong and Japan. Expect autonomy, collaboration with sales, and direct impact on revenue growth.

You will manage events, partner marketing, and content creation across APAC, while aligning with global marketing leadership to ensure consistent brand and messaging.

Qualifikationen

• 8+ years in B2B marketing with regional demand generation in APAC
• Experience marketing into multiple APAC markets (ANZ, Singapore, HK, Japan)
• Strong digital marketing and content judgement
• Proven autonomy with minimal direction and ability to lead cross-functional teams
• Ability to build mechanisms, operating models, and shared goals across functions

Aufgaben

• Build the APAC demand generation plan and secure buy-in from sales & leadership
• Manage regional budget and reconcile spend against allocation
• Design and run full-funnel campaigns regionally and for specific markets
• Regionalise global go-to-market programs for APAC relevance
• Lead events and partner co-marketing in region with agencies and partners
• Own the prospect and customer journey across APAC and align with sales
• Set channel mix, budgets, KPIs for paid/search, social, SEO, email, ABM, and CRO
• Develop regional content and messaging aligned to APAC needs
• Collaborate with global marketing, sales, and revenue ops to maximize pipeline

Kenntnisse

B2B marketing

Regional demand gen

Digital marketing

Content strategy

Autonomy

Stakeholder management

Tools

Salesforce

Marketo

Power BI

ON24

WordPress

Canva

Gong

Asana

Jobbeschreibung

Are you a data-driven senior marketer who knows how to turn campaigns into pipeline and revenue? We are seeking an energetic marketing lead for a fast growth, global legal tech/AI firm. Hybrid Sydney or Melbourne based role with genuine ownership, support and influence.

The firm are building strong momentum and revenue growth in APAC. Demand Generation is at the core of the role and key to their ongoing success. You will set the regional demand strategy for your segments and territories, manage the budget behind it, and carry the pipeline number it delivers, designing and running full-funnel campaigns yourself across countries, segments and languages. You will also take global go-to-market programmes and regionalise them so they land credibly in market supported by great partners and suppliers for marketing and events.

From there the scope broadens: alongside key partners, and you will lead events and channel partner co-marketing programmes in region, setting the APAC positioning and POV and driving delivery on the ground, in step with the international leads of those functions.

This is an end to end lead, solo Marketing Lead role across APAC, working closely with sales leadership and revenue operations to drive acquisition, expansion, and measurable growth. It's ideal for someone with strong experience in SaaS marketing or professional services marketing experience, who is comfortable owning demand generation, campaign strategy, execution, optimisation, and ROI and fine with autonomy, working closely with key internal marketing support and partners.

About the Role

Reporting to the International Marketing Lead, based in the UK, you will develop and execute multi-channel demand generation programs designed to increase brand awareness, generate qualified pipeline, and support revenue growth across the region.

You’ll work cross-functionally with sales, revenue operations, content, and broader marketing teams to improve funnel performance and maximise campaign impact. This role requires regular travel interstate and overseas for events and company meets.

About the Role

What you will own

• The plan and the number. Build the APAC demand generation plan against the pipeline targets the business sets each year, win buy-in from sales and marketing leadership, then execute and optimise it, carrying marketing-sourced pipeline for the region.
• The budget. Manage budget allocation across segments and channels, and reconcile spend against allocation, purchase orders and contracted amounts.
• The campaign portfolio. Design and run full-funnel campaigns at regional level for scale, and at country and segment level for the specifics: ICP and buying committee, local language and local proof, and the channel mix that works in that market.
• Elevate the brand experience in every interaction. Make sure the business shows up consistently and deliberately in region, across campaigns, digital, events and partner programmes. Adapt the global brand and messaging so they land credibly with APAC audiences and hold the agencies and partners representing us to the same standard.
• Own the prospect and customer journey. Understand the buying journey in each market, from first touch through to closed won and beyond, and design the experience that moves people through it. Bring the voice of the prospect and customer into targeting, messaging and campaign strategy, and work with sales to turn our strongest customers in region into references, case studies and advocates.
• Digital and our agencies. Set channel mix, targeting, budget and KPIs across paid search and social, programmatic and ABM, SEO and web CRO, syndication, email and lifecycle, and hold the agencies delivering them to account.
• The content the region needs. Identify the gaps by market, brief and steer internal and agency resources to fill them and adapt global assets so they land with APAC audiences. Positioning and messaging sit with our International Product Marketing lead and our in-region subject matter experts; you bring the market insight that shapes how they are applied in APAC.
• Marketing and sales as one revenue team. Map your demand plans to the regional segment and territory plans so marketing directly supports revenue and growth goals. Set shared goals and follow-up SLAs across marketing, sales and BDR, and run pipeline reviews. You will also coach the sales team on how demand is built and what to expect from marketing. Raising marketing maturity in the region is a real part of this job, not a side effect of it.
• APAC media and customer relationships. Hold the relationships with regional legal media, publications and industry bodies that extend our reach, and stay in direct contact with customers in region. Identify paid and earned media opportunities and work with our Global PR lead to manage and execute them.
• A voice in international planning. Contribute to how the business set regional and segment priorities across the international business, at campaign and channel level, and lead the marketing approach as we assess new APAC markets.

Partner marketing and events, in region

• Partner Co-marketing. Work closely with our APAC Channel Partner Manager and our Channel Partner Marketing lead to identify co-marketing opportunities with key in-market partners, and own the execution of those programmes in region: co-branded campaigns, joint events and partner-led demand, aligned to the international channel partner strategy.
• Events. Lead the APAC calendar of owned, industry, partner and hosted events, set in step with our International Events lead and delivered with in-region agencies on logistics. Every event has a demand plan and a sales motion in place before it runs. This includes the executive and account-based programmes: roundtables, dinners, briefings and user groups that open and accelerate named accounts.

About You

• 8+ years in B2B marketing, including at least 4 years leading regional demand generation in APAC, owning strategy and hands‑on delivery with clear accountability for pipeline.
• Deep full‑funnel capability. You can walk us through a regional campaign portfolio you led end to end: audience, offer, channel mix, sales motion, measurement, and what you changed when it underperformed.
• Real multi‑market experience. You have marketed into more than one of ANZ, Singapore, Hong Kong and Japan, and you know what genuinely differs country to country, including the privacy and consent rules that shape execution (Spam Act, NZ Privacy Act, PDPA, PDPO, APPI).
• Strong digital command and content judgement. You have enough depth to set strategy, write a sharp brief, interrogate an agency recommendation and challenge performance, and to work out what content a market needs and get it made well without waiting for headquarters.
• Proven autonomy. You have been the marketing function for a region rather than a member of a large team, and you can point to what you built with minimal support or direction.
• Delivery through people who do not report to you: global function owners, partner organisations, agencies and regional sales. You can point to a track record of raising marketing literacy in a commercial organisation.
• You build mechanisms, not just plans: the cadences, operating models and shared goals that keep teams aligned without constant intervention.
• Senior judgement and ruthless prioritisation. You can run many concurrent programmes with agency support rather than a team, and you are willing to flex hours for London and North America.

Nice to Have

• Experience marketing into APAC territories beyond ANZ: Japan, Singapore or Hong Kong.
• B2B SaaS experience, ideally in legal technology or another regulated, considered‑purchase category, marketing to both SMB and enterprise.
• Hands‑on experience with Salesforce, Marketo and Power BI or a comparable reporting tool, plus ON24, Claude, WordPress, Canva, Gong and Asana (or similar tools).
• An additional APAC language such as Japanese or Mandarin.

Your first year

In the first 90 days you will know where APAC is over‑ and under‑invested and where the content gaps are, you will have built relationships across regional sales, BDR, partner and global marketing, and you will have presented your regional demand plan against the year’s pipeline targets.

By six months the plan is live, a measurement framework leadership trusts is in place, and SLAs are operating.

Why This Role?

• High‑impact role with direct influence on pipeline and revenue growth
• Opportunity to shape APAC demand generation and marketing strategy
• Flexible hybrid / remote‑friendly working environment
• Join a growth‑focused team in a fast‑moving SaaS / professional services market

This role is open to Australian citizens and permanent residents only.