Join ABC Fitness, the leading technology provider for the fitness industry
Job Description
The APAC Marketing Director owns regional demand generation, campaign execution, and localization strategy across Australia, New Zealand, Southeast Asia, and India. This role is responsible for delivering pipeline and revenue growth through non-paid and paid marketing activities, partner programs, local events, and regionalized content that attracts core ICPs and resonates with APAC fitness businesses.
You will be the regional "front door" for Marketing — partnering closely with Sales, Customer Success, Product Marketing, and our global brand and content teams to bring the ABC story to life in APAC. This role requires someone who is both strategic and hands-on: an operator who can understand markets and messaging, build campaigns, manage vendors, and drive consistent results in a diverse region.
WHAT YOU'LL DO:
Regional Demand Generation & Pipeline Growth (Primary Focus)
* Build and execute quarterly and annual demand generation plans aligned with APAC pipeline targets.
* Define regional ICPs and core messaging to drive full funnel content development.
* Manage the full funnel: awareness, lead gen, nurture, MQL SQL opportunity progression.
* Own regional non-paid programs (SEO/AEO, localized content, community, review velocity) in partnership with global teams.
* Manage and optimize regional paid channels (LinkedIn, Google, Meta where relevant).
* Partner with Sales Leadership to ensure marketing programs support territory focus, ICP alignment, and local buyer behavior.
Regional Campaigns & Localization
* Localize global campaigns for en-AU, en-IN, en-SG (spelling, currency, examples, compliance considerations).
* Build regional landing pages, email sequences, templates, and content that reflect APAC use cases, pricing, and unique fitness market dynamics.
* Partner with global content and creative teams to deliver region-specific case studies, testimonials, and customer stories.
Partner Marketing & Community
* Drive co-marketing programs with APAC partners: gyms, studios, software integrators, influencers, and industry associations.
* Support marketplaces (Atlassian, HubSpot, Salesforce) with regionally relevant proof.
* Lead webinars, workshops, and virtual summits tailored to the APAC audience.
* Build relationships with fitness communities and industry bodies to increase brand visibility.
Events, Field Marketing & Brand Execution
* Own regional event strategy, including conferences, trade shows, user groups, and partner roadshows.
* Manage regional sponsorships and speaking opportunities.
* Work closely with the India Coordinator and global EVO teams to ensure consistency and quality across all brand touchpoints.
Analytics, Reporting & Forecasting
* Report weekly and monthly on pipeline performance, MQL/SQL volumes, conversion rates, paid channel ROI, and campaign outcomes.
* Monitor competitive trends and fitness market signals across the region.
* Partner with RevOps to ensure lead scoring and routing accuracy for APAC.
Cross-Functional Collaboration
* Work closely with Global PMM (UKI), US/CA Regional Lead, and Creative Services teams.
* Support launches, messaging, and positioning for APAC in alignment with Product Marketing.
* Partner with Sales Enablement to ensure APAC sellers have the regional materials they need.
* Coordinate with shared partner marketers (global) and content creators (US/CA & AUS writers).
WHAT YOU'LL NEED:
* 15+ years of B2B SaaS marketing experience, ideally in demand generation or regional marketing.
* Experience marketing across APAC markets, with strong understanding of cultural and regulatory nuances.
* Proven success managing full-funnel programs that drive measurable pipeline.
* Strong project management and campaign execution skills.
* Comfortable owning both strategy and hands-on execution.
* Ability to work cross-functionally across global teams.
AND IT'S GREAT TO HAVE
* Experience in fitness, wellness, or consumer membership-based industries.
* Familiarity with HubSpot, Salesforce, Google Analytics, Looker, and ad platforms.
* Experience with SEO, AEO/AI search optimization, or content localization.
* Strong copywriting, editing, and creative briefing skills.
If you like wild growth and working with happy, enthusiastic over-achievers, you'll enjoy your career with us