Sr Manager, Marketing - Asia

We believe in the power and joy of learning

At Cengage, our employees have a direct impact in helping students around the world discover the power and joy of learning. We are bonded by our shared purpose – driving innovation that helps millions of learners improve their lives and achieve their dreams through education.

Cengage’s portfolio of businesses supports student choice by providing a range of pathways that help learners achieve their goals across Higher Education (including Gale and international K‑12), English Language Learning, and workforce markets.

Our culture values inclusion, engagement, and discovery

Our business is driven by our strong culture, and we know that creating an inclusive workplace is absolutely essential to the success of our company and our learners. We recognize the value of diverse perspectives and strive to ensure employees at all levels feel empowered to bring their authentic selves to work.

Summary:

The Senior Manager, Marketing – Asia role is responsible for leading and delivering regional demand and engagement marketing strategies across Asia for Gale and Cengage Higher Education (including international K‑12). This role is a player‑coach: accountable for results, deeply involved in execution, and responsible for developing and managing a team of regional marketers.

The role leads a regional marketing team, including Demand & Engagement Marketing, Product Marketing, Events & Field Marketing, and Marketing Coordination, ensuring the team delivers against a clear plan, operates with rigor, and drives measurable pipeline, engagement, and revenue impact.

This role reports to the Senior Director, International Marketing (Gale & Cengage HED) and works in close alignment with regional Sales leadership and global marketing teams. The post holder can be based in either Singapore, Vietnam or Thailand.

Focus of the role:

• ~70% Demand Marketing: pipeline generation, campaign execution, sales alignment, performance management
• ~30% Engagement Marketing: adoption, usage, retention, renewal, and expansion support

What you’ll do here:

Lead regional marketing execution

• Own and deliver the regional marketing plan, translating global strategy into regionally relevant demand and engagement programs.
• Ensure consistent execution across demand generation, lifecycle/engagement, field marketing, and product marketing motions.
• Maintain focus on doing fewer things well, prioritizing programs that drive measurable pipeline and revenue impact.

Drive demand and pipeline performance (primary focus)

• Lead regional demand generation strategy and execution, including campaigns, content, events, and sales enablement.
• Partner closely with regional Sales leadership to align on:
• Target accounts and segments
• Campaign priorities and timing
• Pipeline goals, conversion metrics, and follow‑up
• Ensure strong operations for lead flow, pipeline hygiene, and handoff with Sales and Revenue Operations.

Lead all aspects of engagement and lifecycle marketing

• Ensure regional execution of onboarding, adoption, retention, renewal, and expansion programs.
• Balance engagement investment against demand priorities, ensuring engagement efforts support revenue growth and customer value realization.
• Use customer insights and performance data to continuously refine lifecycle approaches.

Coach, develop, and manage the team

• Directly manage regional marketers, including:
• Regional Product Marketing Manager
• Regional Demand & Engagement Marketing Manager
• Regional Events & Field Marketing Manager
• Shared International Marketing Coordinator
• Provide clear direction, coaching, and feedback, helping team members grow executional excellence and confidence.
• Establish clarity on roles, responsibilities, and decision‑making to enable speed and accountability.
• Develop high standards, follow‑through, and continuous improvement.

Plan, measure, and report

• Lead quarterly and annual marketing planning for the region, including goals, priorities, and resourcing.
• Define success metrics and ensure regular reporting on campaign performance, pipeline contribution, and engagement outcomes.
• Communicate results, insights, and recommendations clearly to senior leadership and cross‑functional partners.
• Adjust plans based on performance, market dynamics, and sales feedback.

Ensure alignment with global teams

• Partner with global Marketing and Product Marketing teams to:
• Align on core messaging, positioning, and campaigns
• Regionalize global initiatives effectively
• Share regional insights and performance data back into global planning
• Maintain brand, messaging, and operational consistency while advocating for regional needs.

Skills you will need here:

• Strong background in demand marketing, with experience driving pipeline and revenue impact. This role is heavily focused on generating MQLs that convert.
• Working knowledge of engagement and lifecycle marketing, including adoption, retention, and renewal support.
• Proven expertise in managing and mentoring marketing teams, ideally in a matrixed environment.
• Ability to build and deliver a clear plan, prioritize effectively, and ensure follow‑through.
• Strong analytical skills, with experience measuring performance and using data to guide decisions.
• Excellent written and verbal communication skills.
• Strong cross‑functional collaboration skills, particularly with Sales, Portfolio and Product teams.
• Experience working in international or regional markets, including navigating cultural and market differences.
• Bachelor’s degree in Marketing, Business, or a related field, or equivalent practical experience.
• Typically requires 8–10+ years of relevant marketing experience, including people management.