APJ Public Sector Demand Gen Lead

About the Role

We are seeking a highly execution-focused APJ Public Sector Demand Generation Lead to drive pipeline growth and marketing-generated opportunities (MGOs) across public sector and defense markets in Asia Pacific and Japan.

This hands-on role will lead the planning, execution, and optimization of integrated demand generation programs that generate qualified leads, accelerate sales cycles, and contribute directly to pipeline and revenue growth.

The ideal candidate brings strong sales alignment, proven demand generation expertise, and a solid understanding of APJ public sector and defense buying environments, procurement cycles, and regulatory considerations.

Key Responsibilities

Demand Generation Strategy & Execution

• Develop and execute integrated demand generation campaigns aligned with public sector and defense sales priorities across APJ.
• Build campaign plans covering target accounts, buyer personas, messaging, channels, and KPIs.
• Align marketing activities with public sector budget cycles and funding timelines across key APJ markets.
• Manage end-to-end campaign execution, measurement, and optimization.

Pipeline & Marketing-Generated Opportunities

• Own and deliver pipeline and MGO targets across priority defense accounts.
• Partner with sales leadership to define opportunity criteria and improve lead-to-opportunity conversion.
• Conduct regular pipeline reviews and optimize campaigns to address funnel gaps.

Account-Based Marketing (ABM)

• Support named-account and strategic defense account plans in partnership with sales teams.
• Develop personalized campaigns targeting high-value defense organizations and programs.
• Deliver deal acceleration marketing to support strategic opportunities.

Events & Field Marketing

• Plan and execute defense-focused events, including industry conferences, executive roundtables, briefings, and webinars.
• Develop pre- and post-event engagement strategies to maximize participation and pipeline conversion.
• Measure event effectiveness and pipeline contribution.

Digital, Email & Paid Media

• Execute multichannel campaigns across email, nurture journeys, LinkedIn, search, programmatic, and industry publications.
• Segment audiences by persona, account, and buying stage.
• Optimize campaign performance through A/B testing and continuous improvement.
• Manage cost-per-lead and cost-per-opportunity performance.

Messaging & Thought Leadership

• Collaborate with global and regional teams to develop relevant public sector and defence messaging.
• Position the organization as a trusted partner in secure, mission-critical environments, including cybersecurity, zero trust, hybrid work, AI, and device lifecycle management.
• Adapt messaging to country-specific regulations and defence priorities.

Sales Alignment & Enablement

• Serve as a key marketing partner to APJ public sector and defence sales teams.
• Equip sales teams with campaign toolkits, target account lists, messaging, and outreach templates.
• Drive sales engagement and adoption of marketing programs.

Data, Reporting & Optimization

• Track campaign performance, pipeline contribution, MGOs, ROI, and conversion rates.
• Build dashboards and deliver actionable performance insights to stakeholders.
• Continuously optimize channel mix, targeting, and budget allocation.

Qualifications & Experience

• Proven experience in B2G or public sector demand generation, ideally in defence or other regulated industries.
• Strong understanding of APJ public sector procurement processes and defence buying environments.
• Demonstrated success in driving pipeline growth and marketing-generated opportunities.
• Experience executing integrated campaigns across events, digital, email, and paid media.
• Familiarity with ABM strategies and named-account sales models.
• Proficiency with CRM and marketing automation platforms such as Salesforce and Marketo.
• Strong analytical, communication, and stakeholder management skills.

Success Metrics

• Achievement of pipeline and MGO targets.
• Campaign ROI and cost-per-opportunity.
• Lead-to-opportunity conversion rates.
• Campaign and event contribution to pipeline.
• Sales engagement and adoption of marketing programs.

Ideal Candidate Profile

• Execution-oriented, commercially minded, and accountable for results.
• Experienced in navigating complex, multi-country stakeholder environments.
• Highly collaborative, with a strong sales partnership mindset.
• Data-driven, with a focus on continuous optimization.
• Able to manage multiple high-impact programs across diverse APJ markets.

Interested in driving demand and pipeline growth across APJ's public sector and defence markets? We'd love to hear from you.

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