Demand Generation Specialist

Roles & Responsibilities

Company Overview

ESET provides cutting-edge digital security to prevent attacks before they happen. By combining the power of AI and human expertise, ESET stays ahead of known and emerging cyberthreats — securing businesses, critical infrastructure, and individuals. Whether it's endpoint, cloud or mobile protection, our AI-native, cloud-first solutions and services remain highly effective and easy to use. Driven by science, ESET technology includes robust detection and response, ultra-secure encryption, and multifactor authentication. With 24/7 real-time defense and strong local support, we keep users safe and businesses running without interruption. An ever-evolving digital landscape demands a progressive, evidence-based approach to security. ESET is committed to world-class scientific research and powerful threat intelligence, backed by R&D centers and a strong global partner network.

ESET's global headquarters are in Bratislava, Slovakia, supporting its worldwide operations. The Asia-Pacific (APAC) region is managed from ESET's regional headquarters in Singapore, with local offices in Tokyo, Sydney, and the SAARC region and is represented by an extensive global partner network.

Get to know us better – ESET.com, YouTube, Twitter, LinkedIn, Great Place To Work

General Position Overview

As the Demand Generation Specialist for our APAC region, you will be responsible for leading the planning and execution of strategic marketing campaigns and go-to-market initiatives that support pipeline growth, customer acquisition, and product adoption that span lead generation and product marketing functions. The role requires deep collaboration with regional marketing and global HQ specialist teams, aligning marketing strategy with sales outcomes.

What you will do:

Demand Generation

• Develop and execute integrated demand generation strategies to generate MQLs, SQLs, and drive new business with existing customers.
• Strategic customer acquisition and engagement architect: Collaborate with digital and channel marketing teams to strategize and design a multi-channel marketing framework to run B2B programs at scale to drive pipeline conversion for APAC. Conduct A/B tests on various aspects of campaigns, such as email subject lines, ad creatives, and landing page elements, to improve conversion rates and engagement.
• Content Collaboration: Collaborate with digital and channel marketing team to localised HQ contents for APAC region to create engaging, relevant content that supports demand generation efforts, including whitepapers, case studies, webinars, landing pages, etc.
• Develop, execute and optimize multi-channel campaigns across digital, social media, email, content syndication, webinars, and traditional advertising for successful customer acquisition and upsell opportunities for current customers.
• Manage and monitor marketing program performance in close cooperation with internal teams and external partners.
• Identify opportunities to improve marketing effectiveness through audience targeting, funnel optimization, and enhanced campaign processes.
• Maintain a campaign measurement framework, including KPIs aligned to the demand generation funnel for both acquisition and expansion.
• Report regularly on campaign performance, marketing ROI, and funnel progression; recommend optimization strategies.
• Develop and manage content assets such as web copy, blogs, landing pages, banners, and email templates with support from internal or agency creative teams.
• Manage marketing automation tools and CRM platforms to support lead nurturing, scoring, and sales alignment.
• Utilize and track marketing budgets effectively, ensuring cost efficiency and maximum impact.
• Ensure campaign and contact data is updated and maintained in the CRM system.
• Collaborate with HQ and global teams to align campaigns with product priorities and best practices.
• Conduct research on local market needs and buyer behavior to inform targeting, messaging, and cross-sell/upsell strategies.

Product Marketing

• Partner with HQ to localize and execute go-to-market strategies for product launches and ongoing campaigns.
• Develop compelling product positioning, messaging, and value propositions tailored to regional segments, channels, and buyer personas.
• Monitor global product strategies and ensure local market alignment on goals, pricing, packaging, promotions, audience targeting, and sales collateral.
• Translate complex product features into clear customer benefits and pain point solutions.
• Create and localize product marketing content – blogs, technical briefs, white papers, sales decks and battle cards etc
• Adapt global marketing assets to suit local language and context in collaboration with localization copywriters.
• Conduct market and competitor research, including third-party testing analysis, to guide positioning and sales enablement.
• Develop localized product pricing recommendations in coordination with the HQ pricing team.
• Represent ESET at events, trade shows, and PR initiatives to promote solutions and gather market insights.
• Evaluate the effectiveness of go-to-market strategies and suggest data-driven improvements.
• Serve as the primary point of contact for product marketing in the region—facilitating communication, updates, and escalations between HQ and field teams.
• Provide marketing input to analyst reports, and generate strategic recommendations based on projected market and buyer trends.

Requirements

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• Knowledge and proficiency as well as min. 5 to 8 years' hands-on experience in digital marketing, marketing programs in the B2B segment, with a focus on demand generation, lead management processes, reporting and marketing systems.
• Expertise and demonstrated track record in defining, implementing, and optimizing lead management processes and related reporting and analytics.
• Expertise and demonstrated track record in defining, implementing, and optimizing lead management processes and related reporting and analytics.
• Strong understanding of digital marketing channels and strategies (e.g., SEO, SEM, social media, email marketing, and paid advertising).
• Excellent analytical skills, with the ability to interpret data and draw actionable insights.
• Experience with A/B testing and optimizing campaigns based on data-driven insights.
• Results-driven with a very strong ability to analyse quantitative data to determine program effectiveness, ROI, forecasting - a unique blend of business, marketing, and technical acumen.
• Proficient in Microsoft Excel and web analytics tools.
• Detail-oriented, metric and results driven, with strong analytical skills.
• Ability to travel as required.

Tell employers what skills you have

Lead Generation
Asset Management
Product Marketing
Analytical Skills
marketing campaign strategy
Marketing Strategy
Value Proposition Development
B2B Marketing
Demand Generation
Customer Acquisition
market research analysis
Marketing Budget Management
product positioning
Product Strategy Roadmap
B2C Marketing

---