Performance and Demand Generation Manager

About the role The Performance & Demand Generation Manager drives qualified demand, lead generation and customer acquisition for the Singapore business. This hands-on role owns demand generation performance, with a primary focus on paid media, funnel optimisation and data-led experimentation to improve acquisition efficiency and contribute to pipeline and revenue growth. Working closely with the Business Development team, the role plans, tests and optimises acquisition initiatives within the wider Singapore marketing plan. Key responsibilities Demand generation and acquisition • Plan and execute Singapore demand generation initiatives aligned with business priorities and agreed acquisition targets. • Drive qualified lead generation and optimise campaigns for lead volume, lead quality, acquisition efficiency and pipeline contribution. • Identify and test new acquisition opportunities across digital and selected offline channels, prioritising those with measurable commercial potential. • Align demand generation plans and budget priorities with the Senior Marketing Manager. Paid media and performance marketing • Manage and optimise paid acquisition campaigns across Google Ads, Meta Ads, YouTube and other relevant digital channels. • Own campaign set-up, targeting, bidding, audience development and allocation of approved campaign budgets. • Work with creative teams to brief and test messaging, formats and creative variations that improve acquisition performance. • Evaluate emerging advertising platforms and formats, including ChatGPT Ads where available and relevant, through structured tests. Funnel optimisation and conversion • Monitor the acquisition funnel from lead generation through qualification, opportunity and conversion. • Analyse performance across campaigns, channels, audiences and customer segments to identify bottlenecks. • Optimise landing pages, lead forms, offers and conversion journeys in collaboration with relevant teams. • Use Business Development feedback on lead quality, customer objections and downstream conversion to improve campaigns and lead handover. Data measurement and experimentation • Track and report lead volume, marketing-qualified leads, cost per lead, customer acquisition cost, conversion rates, pipeline contribution and return on marketing spend. • Translate performance data into actionable insights, recommendations and clear stakeholder reporting. • Run structured experiments across channels, audiences, creative, messaging, offers and landing pages; use findings to guide optimisation and scaling. • Support forecasting, budget planning and regular performance reviews with the Senior Marketing Manager. Broader demand generation support • Support selected activities, field marketing, activations and partnerships • Help Business Development and creative teams develop relevant brochures, flyers, product sheets and campaign collateral • Contribute ideas for integrated acquisition campaigns and help track the leads, conversion and pipeline generated by supporting activities. Cross functional collaboration • Work closely with the Senior Marketing Manager, Business Development, Creative, Product and other stakeholders to deliver Singapore acquisition priorities. • Provide clear briefs, performance feedback and optimisation recommendations; coordinate agencies, media partners and vendors where required. What we are looking for • 4–6 years of experience in performance marketing, demand generation, growth marketing or a related discipline. • Strong hands-on experience managing Google Ads and Meta Ads, with demonstrated ownership of lead generation campaigns and budgets. • Demonstrated success generating qualified leads and supporting measurable commercial outcomes. • Strong understanding of acquisition funnels, conversion optimisation and performance marketing metrics. • Experience using CRM, analytics or marketing automation platforms, with strong analytical skills and the ability to translate data into decisions. • Experience working closely with sales or Business Development teams, with strong project and stakeholder management skills. Experience that would be valuable • Experience in B2B, SME, SaaS, fintech, payments, POS or technology businesses, particularly marketing to small and medium-sized businesses in Singapore. • Exposure to offline demand generation, events, partnerships or field marketing. • Commercially minded, analytical and hands-on, with curiosity and a willingness to test new acquisition approaches. What success looks like Success means a scalable, diversified Singapore demand generation engine that delivers higher-quality leads, stronger funnel conversion and more efficient customer acquisition. The role demonstrates a measurable contribution to pipeline and revenue while supporting the Senior Marketing Manager’s wider marketing priorities.