Director, Marketing

TP Systems Ltd.; Singapore; Hybrid; SGD 120,000 - 180,000; Full time

Job summary

TP Systems Ltd. is seeking a China-market marketer to own APAC demand generation and enterprise pipeline. You will drive ABM-led outreach across channels like WeChat, Maimai, Xiaohongshu, and Douyin, coordinating with TP's global marketing team to align collateral for the Chinese market.

Native Mandarin required; English proficiency needed for daily collaboration with global teams. Expect travel across China, HK, and Singapore while managing the ChuHai program budget and content engine.

Qualifications

• 6+ years of B2B marketing targeting China market with proven pipeline.
• Direct experience marketing into cross-border/China ecosystem preferred.
• Mandarin native; working English to collaborate with global teams.
• Hands-on with China marketing stack and media channels.

Responsibilities

• Lead ABM motion for named Chinese-brand targets expanding overseas.
• Coordinate with APAC Sales and SDR on a defined target list.
• Feed qualified opportunities with pain points and competitors.
• Position TP's CX, T&S, and back-office capabilities for overseas markets.
• Develop original Chinese-language research and POVs for content engine.
• Organize case studies to build credibility with overseas brands.
• Lead WeChat, Maimai, Xiaohongshu, Douyin, and related channel programs.
• Run executive roundtables and webinars as high-conversion channels.
• Track pipeline impact in CRM and report to APAC leadership.

Skills

B2B marketing

China market

ABM strategy

WeChat/WeCom marketing

Mandarin

Event marketing

Budget management

Education

Bachelor's degree in Marketing, Business, Communications, or related

MBA

Tools

JINGdigital

Convertlab

HubSpot

Marketo

WeCom

Job description

Maximize Your Impact with TP

Welcome to TP, a global hub of innovation and empowerment, where we redefine the future. With a remarkable €10 billion annual revenue and a global team of 500,000 employees serving 170 countries in over 300 languages, we lead in intelligent, digital-first solutions.

As a Great Place to Work certified in 72 countries, our culture thrives on diversity, equity, and inclusion. We value your unique perspective and believe that your talent is the missing piece that completes our vision for a brighter, digitally driven tomorrow.

The Opportunity

In this role, you will own marketing and demand generation for TP's ChuHai program — the offering that helps Chinese brands going global with multilingual customer experience, trust & safety, growth, and back-office services across the markets they're entering.

Your buyer is the Head of Overseas expansion at Chinese brands — the executive who owns the global P&L and is hiring partners to stand up overseas operations quickly. Your job is to make sure that when this person starts thinking about CX, T&S, and back-office support for their international expansion, TP is the first and most credible name on the table.

This is a China-native B2B enterprise marketing role. You'll build the playbook by reaching the buyer where they actually are — WeChat, Maimai, Cifnews, Ebrun, 36Kr’s going-global vertical, the China cross-border event circuit, and tightly run executive roundtables — and you'll coordinate with TP's global marketing team to bring relevant proof points and case studies back into Chinese-market collateral.

The Responsibilities & Duties

• Partner with APAC Sales and SDR on a named target list of Chinese brands expanding overseas (cross-border e-commerce, gaming, social, fintech, consumer hardware, mobility, content platforms).
• Run an ABM-led motion: account-specific content, 1:1 outreach plays, and executive engagement tracks for each tier of target.
• Feed qualified opportunities to SDR and Sales with full context — pain points the brand is facing in overseas markets, who else they're likely evaluating, and which TP capability they'll lead with.
• Position TP for the specific pains Chinese brands hit when going abroad: multilingual customer support across timezones, content moderation at scale (especially for UGC and social platforms), trust & safety, returns and dispute handling, compliance, and talent in markets where the brand has no presence.
• Develop original Chinese-language research and POVs — e.g., annual ChuHai CX benchmark, market-entry readiness reports, deep dives on specific verticals (cross-border e-commerce, gaming, social) — and use them as the centerpiece of the content engine.
• Build credibility through case studies (with permission) of Chinese brands TP has supported overseas.
• WeChat-first: Official Accounts, Moments ads, Channels (short video), Mini Programs for events and gated content, and WeCom for sales enablement and lead nurture.
• Maimai (China’s professional network) for paid targeting and organic engagement of overseas leads at named accounts.
• Earned and paid placement in the China going-global media stack: Cifnews, Ebrun, 36Kr’s going-global vertical, WhalePanda, KrAsia, TechNode, and category-specific outlets.
• Xiaohongshu (RedNote) and Zhihu for top-of-funnel education and thought leadership; Douyin and Bilibili for short-video and webinar repurposing.
• Lead TP’s presence at the events Chinese going-global executives actually attend: CCEE, Going Global Summit, ChinaJoy, eSmart, Hong Kong Cross-Border E-commerce Fair, and vertical gatherings across Shenzhen, Hangzhou, and Shanghai.
• Run TP’s own executive roundtables, salons, and webinars — small-format, sharply targeted to Heads of Overseas at named accounts. These should be your single highest-converting channel.
• Localization, content, and global coordination
• Produce all China-market content natively in Chinese — articles, decks, case studies, research, webinar series — written for sophisticated business buyers, not translated from English.
• Adapt global TP positioning, narratives, and proof points for the Chinese context, and feed China insights back to the global team so the rest of TP understands the ChuHai customer.
• Manage the China ChuHai marketing budget across paid, content, events, and PR with monthly forecast-vs-actuals discipline.
• Track pipeline contribution, opportunity influence, and account engagement in TP's CRM and marketing stack; report into APAC leadership and across to the global ChuHai program team.

The Qualifications

• 6+ years of B2B marketing experience targeting the China market, with a clear track record of generating enterprise pipeline for a service, platform, or solution sold to large brand-side or operator buyers.
• Direct experience marketing into the cross-border / China-going-global ecosystem is strongly preferred — whether from a BPO, cross-border platform (Amazon Global Selling, TikTok Shop, SHOPLINE, Cainiao, Payoneer, Lazada, Shopee), logistics, payments, MarTech, or services firm.
• Operator-level command of the China B2B channel mix: WeChat (Official Accounts, Moments ads, Channels, Mini Programs, WeCom), Maimai, the China cross-border media stack, and Xiaohongshu / Zhihu / Douyin where relevant.
• Strong event execution muscle — you have run booths, executive roundtables, and webinars and you know what actually generates enterprise pipeline vs. what just spends budget.
• Hands-on with a China-deployable marketing stack — marketing automation (JINGdigital, Convertlab, or HubSpot / Marketo configured for China), WeCom-based lead management, and standard analytics.
• Comfortable with an ABM-heavy motion against a finite target list rather than a high-volume MQL motion.
• Native Mandarin. Working English sufficient to collaborate daily with TP's global marketing, product, and operations teams.
• Comfortable operating across the China / Hong Kong / Singapore corridor — you may be based in any of these and will travel across them to meet customers and run events.
• Bachelor's degree in Marketing, Business, Communications, or related; MBA a plus.

Pre-Employment Screenings

By TP policy, employment in this position will be contingent on your successful completion of and passage of a comprehensive background check, including global sanctions and watchlist screening.

Important | Policy on Unsolicited Third-Party Candidate Submissions

TP does not accept candidate submissions from unsolicited third parties, including recruiters or headhunters. Applications will not be considered, and no contractual association will be established through such submissions.

Culture & Belonging

At TP, we are committed to fostering a diverse, equitable, and inclusive workplace. We welcome individuals from all backgrounds and lifestyles and do not discriminate on the basis of gender identity or expression, sexual orientation, race, religion, age, national origin, citizenship, disability, pregnancy status, veteran status, or other differences.