Demand Creation Campaigns Senior Manager, APJ

About the job

Twilio is experiencing significant growth, and we are seeking a dynamic and results-oriented Demand Creation Campaigns Senior Marketing Manager to spearhead demand creation and acceleration for Twilio's CPaaS portfolio. Reporting to the Senior Director of Demand Creation Hub, you will be instrumental in driving the marketing strategy focused on building a robust pipeline and contributing directly to revenue goals for this key product offering.

As the Demand Creation Campaigns Senior Marketing Manager for Twilio's CPaaS portfolio, you will be at the forefront of designing, scaling, and executing our demand creation activities. You will collaborate closely with the Product Marketing, Sales, Sub-Regional Field Marketing, and Digital Marketing teams to leverage global and regional GTM programs and campaigns, adapting and innovating to drive pipeline creation and accelerate engagements. Your primary focus will be on driving our marketing demand creation strategy for our Twilio CPaaS offering and ultimately contributing to our ambitious growth targets across APJ. 

The challenge

In this pivotal role, you will be a key driver of our go-to-market efforts specifically for the Twilio CPaaS, acting as a crucial point of connection between our product strategy and our broader marketing and sales organisations. You will directly influence Twilio's success by collaborating closely with Sub-Regional Field Marketing, Product Marketing, the Digital Marketing and regional sales leadership to ensure a consistent and high-quality flow of leads (ToFU & MoFU) specifically for Twilio CPaaS resulting from our targeted demand generation campaigns and programs.

As a growth-oriented SME, you possess both creative and analytical thinking skills, are an effective communicator, and have the organisational prowess to manage multiple concurrent projects and programs focused on generating demand and accelerating the initial adoption of our Twilio CPaaS integration.

Your responsibilities will encompass the execution, management, and tracking of various demand generation programs, including but not limited to targeted digital campaigns, webinars, content syndication, potential partner marketing activities focused on new customer acquisition, and outbound prospecting initiatives – all centred around driving awareness and initial interest in our Twilio CPaaS offering.

Responsibilities:

Twilio seeks a Demand Creation Campaigns Senior Marketing Manager who embodies a results-oriented approach and has a proven track record of building and executing impactful demand generation and acceleration programs. The ideal candidate will:

• Develop and manage targeted demand generation and lead acceleration programs specifically for our Twilio CPaaS, including but not limited to digital marketing campaigns, webinars, content syndication, and potential technology partner marketing initiatives focused on new customer acquisition and outbound prospecting campaigns.
• Collaborate cross-functionally with the Sub-Regional Field Marketing colleagues and the central Digital Marketing team to ensure our go-to-market strategy and messaging for the Twilio CPaaS are effectively translated into regional and local demand generation activities.
• Based on data and insights, prioritise the target audience and segment needs to identify effective demand generation tactics and optimise current plans. Understand the Twilio CPaaS value proposition and align marketing campaigns, content, and activities to resonate with potential new customers.
• Contribute to the development and execution of the APJ growth  marketing plan for Twilio CPaaS, providing input into regional and global roadmaps for relevant marketing technologies and digital localisation efforts. Always represent the needs of potential new customers in the APJ region.
• Optimise Twilio CPaaS APJ demand generation activities, including but not limited to lead nurture programs for new prospects, paid media campaigns focused on acquisition, digital events, potential account-based marketing initiatives targeting new logos, and outbound prospecting campaigns.
• Identify opportunities to improve demand generation effectiveness through enhanced targeting strategies and streamlined processes for acquiring new leads for named accounts, greenfield and self-serve for the Twilio CPaaS.
• Work closely with the subregional field marketing, regional PR, and product marketing teams to ensure we generate the right volume and quality of leads for the Twilio CPaaS.
• Collaborate with the Marketing Operations team to leverage our marketing automation and CRM tools for effective lead management and campaign execution for Twilio CPaaS demand generation efforts.
• Work closely with internal stakeholders, content providers, and 3rd party vendors to execute and monitor the performance of demand generation programs for Twilio CPaaS.
• Analyse the campaign, program, and tactic performance of demand generation activities for Twilio CPaaS and establish a regular reporting and communications cadence with key stakeholders on APJ-focused demand generation efforts.
• Serve as a marketing point of contact regarding regional demand generation for Twilio CPaaS, gathering feedback from the field to inform marketing strategies and improve lead quality.

What you need to succeed:

• At least 4 - 8 years of experience in B2B demand generation and/or growth marketing focused on pipeline generation.
• Proven success in designing, executing, and optimising demand generation campaigns/programs and tactics that drive qualified leads and accelerate early-stage opportunities, specifically within the SaaS technology sector.
• Excellent relationship, partnering, and collaboration skills, with experience working cross-functionally with global, regional and local marketing and product teams to align on pipeline and revenue generation goals and strategies.
• Experience developing and executing targeted or/Account Based Motion digital marketing campaigns, webinars, content syndication, and other lead-generation activities. Experience working closely with Sales Development Representative (SDR) or Business Development Representative (BDR) teams and understanding how to provide them with effective leads and supporting materials.
• Strong analytical skills with the ability to analyse and interpret key demand generation metrics (e.g., lead volume, conversion rates, cost per lead) and adjust strategies accordingly.
• Demonstrated ability to successfully implement new demand-generation initiatives and projects from conception to completion.
• Proficient with marketing automation platforms (e.g., Marketo, HubSpot, measurement dashboard (e.g Tableau and Looker) and CRM tools (e.g., Salesforce) for campaign execution and lead management.
• Familiarity with Twilio CPaaS or similar communication platform technologies is a significant plus.
• Ability to work effectively across internal and external teams in a decentralised work environment.
• Willingness to travel as needed to support demand generation activities.
• Business-level fluency in English is essential for effective communication within the team.

Cultural Attributes: 

As a the Demand Creation Campaigns Senior Marketing Manager for APJ, you will be a key part of delivering Twilio’s GTM strategy and plan while living these Twilio Magic values:

• EMPOWER OTHERS: Track record of building teams and ensuring your team has the guidance, support, systems, and tools to be successful in the role 
• BE AN OWNER: Run and expand a best-in-class regional Demand Creation Hub that emphasizes personal development. 
• BE INCLUSIVE: Work closely with the VP of Marketing and the broader marketing team when planning and ensure marketing investments are maximized to deliver highest RoI to the business
• RUTHLESSLY PRIORITIZE: Oversee regional campaign strategy, digital strategy, localization strategy, and paid strategy to ensure we meet our regional needs 
• NO SHENANIGANS: Work with Marketing Analytics to build a cadence of robust, trusted regional demand creation reporting and proactively address any gaps against regional targets. 
• WEAR THE CUSTOMER'S SHOES: Build a demand creation team that is consistently building world class experiences through the quality of the content we produce and the digital engagement experiences we deliver across all digital touchpoints in their journey. Work diligently to advocate for local customers with resources at the Global level across Growth Strategy, Web, Field and Campaigns teams. 
• DON’T SETTLE: Identify areas of improvement and opportunity and address them one by one, establish the relationships needed to advocate for your team, while consistently prioritizing region needs and balancing resources and capabilities to implement.
• DRAW THE OWL: Scale your  team to their top abilities with creativity, prioritization, and excitement, think outside of the box to deliver the business needs today while thinking about hyper growth. Build a team that lives on as a legacy.

Qualifications

Not all applicants will have skills that match a job description exactly. Twilio values diverse experiences in other industries, and we encourage everyone who meets the required qualifications to apply. While having “desired” qualifications make for a strong candidate, we encourage applicants with alternative experiences to also apply. If your career is just starting or hasn't followed a traditional path, don't let that stop you from considering Twilio. We are always looking for people who will bring something new to the table!

Location

This position will be located in either Singapore, Sydney/Melbourne Australia. 

You will also get to experience a company that believes in small teams for maximum impact; seeks well-rounded talent to ensure a full perspective on our customers’ experience, understands that this is a marathon, not a sprint; that continuously and purposefully builds an inclusive culture where everyone is able to do and be the best version of themselves.

What we offer

There are many benefits to working at Twilio, including things like competitive pay, generous time-off, ample parental and wellness leave, healthcare, a retirement savings program, and much more. Offerings vary by location.