Public Sector Demand Gen Lead

Location: Depot Road, Singapore Contract: 12 months Salary: UP TO S$14,700 per month About the Role A leading global technology company is seeking an experienced and execution-focused APJ Public Sector Demand Gen Lead to drive pipeline growth and marketing-generated opportunities across public sector and defence markets in Asia Pacific and Japan (APJ). This is a hands-on role with direct responsibility for planning, executing, measuring, and optimizing integrated marketing programs that generate qualified leads, accelerate sales cycles, and contribute to pipeline and revenue. The successful candidate will work closely with sales leadership and regional stakeholders and should have a strong understanding of public sector and defence buying environments, procurement cycles, and regulatory considerations across APJ. Key Responsibilities Demand Generation Strategy & Execution Develop and execute integrated demand generation campaigns aligned with public sector and defence sales priorities across APJ.

Build campaign plans covering target accounts, personas, messaging, channels, KPIs, and timelines.

Align marketing activities with public sector budget cycles and funding timelines across key APJ markets.

Manage campaigns end-to-end, from planning and launch through performance optimization.

Pipeline & Marketing-Generated Opportunities Own and deliver against pipeline and marketing-generated opportunity (MGO) targets across defence accounts.

Partner closely with sales leadership to define opportunity criteria and improve lead-to-opportunity conversion.

Conduct regular pipeline reviews and identify campaign opportunities to address funnel gaps.

Track campaign contribution to pipeline and revenue.

Account-Based Marketing Support named-account and priority defence account strategies in partnership with sales.

Develop targeted and personalized campaigns for high-value defence organizations and strategic programmes.

Support deal-acceleration marketing initiatives for strategic opportunities.

Events & Field Marketing Plan and execute defence-focused events, including industry conferences, executive briefings, roundtables, and webinars.

Develop pre- and post-event engagement programs to maximize attendance, engagement, and pipeline contribution.

Measure event performance and track contribution to marketing-generated opportunities.

Digital, Email & Paid Media Execute multi-channel demand programs across email, nurture journeys, LinkedIn, search, programmatic advertising, and relevant industry publications.

Segment audiences by persona, account, and buying stage.

Conduct A/B testing and continuously optimize campaign performance.

Monitor and manage cost-per-lead and cost-per-opportunity metrics.

Messaging & Thought Leadership Collaborate with global and regional marketing teams to develop public sector and defence-relevant messaging and content.

Position the organization as a trusted technology partner for secure, mission-critical environments.

Develop campaigns around cybersecurity, zero trust, hybrid work, AI, and device lifecycle management.

Adapt messaging to country-specific regulations, procurement environments, and defence priorities.

Sales Alignment & Enablement Serve as a key marketing partner to APJ public sector and defence sales teams.

Develop campaign toolkits including account lists, messaging, sales outreach templates, and campaign assets.

Enable sales teams to amplify marketing campaigns through social selling and direct engagement.

Drive adoption and utilization of marketing programs across the sales organization.

Data, Reporting & Optimization Track and report on campaign performance, pipeline contribution, MGOs, ROI, and conversion rates.

Build dashboards and provide regular performance insights to stakeholders.

Analyze campaign and funnel data to identify areas for improvement.

Continuously optimize channel mix, targeting, messaging, and budget allocation.

Qualifications & Experience Proven experience in B2G or public sector demand generation , ideally within defence or other highly regulated industries.

Strong understanding of APJ public sector procurement and defence buying environments.

Demonstrated track record of delivering pipeline impact and marketing-generated opportunities.

Experience executing integrated campaigns across events, digital, email, and paid media.

Experience with account-based marketing and named-account sales models.

Proficiency with CRM and marketing automation platforms such as Salesforce and Marketo.

Strong analytical, communication, project management, and stakeholder management skills.

Ability to work effectively across multiple countries, functions, and senior stakeholders.

Success Metrics Achievement of pipeline and MGO targets.

Campaign ROI and cost-per-opportunity.

Lead-to-opportunity conversion rates.

Event and campaign contribution to pipeline.

Sales engagement and adoption of marketing programs.

Campaign optimization and efficiency across APJ markets.

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