Field Marketing Manager, China

We are seeking a dynamic, experienced marketing leader to drive Wind River’s go-to-market strategy, awareness, and pipeline growth in China/Taiwan. You will develop and execute integrated programs, ABM initiatives, PR, digital marketing, and events tailored to the China/Taiwan market. As a Marketing Manager, China/Taiwan/Hong Kong, you will be responsible for driving market awareness, account-based engagement, pipeline generation, and revenue acceleration across Wind River’s China/Taiwan/Hong Kong region. This highly strategic, execution-focused role requires strong collaboration with Sales, Product Marketing, Corporate Marketing, and global teams to deliver high-impact marketing programs tailored to the market.

Responsibilities

Develop and execute ABM strategies for high-priority accounts in China/Taiwan/Hong Kong; Build personalized, multi-channel ABM programs (email, WeChat, digital ads, paid media, events); Deliver 1:1, 1: few, and 1: many ABM campaigns aligned with regional sales priorities; Partner with Sales to identify target accounts and accelerate pipeline creation and velocity; Track ABM engagement, influenced pipeline, and ROI, providing actionable insights for improvement; Support executive engagement (VIP target-account events, roundtables, custom outreach); Collaborate with partner teams on China- and Taiwan-specific co-marketing programs that drive joint pipeline growth; Design and execute integrated marketing programs aligned with China/Taiwan/Hong Kong business objectives; Localize global and product marketing content to meet China’s regulatory and customer needs; Lead end-to-end event strategy, including major tradeshows, workshops, conferences, and partner events across all 3 geographies; Own the middle-of-the-funnel (MOFU) programs, such as webinars and virtual events; Incorporate customer stories and case studies to increase engagement and credibility; Manage vendors, agencies, and partners to deliver high-quality execution; Own China, Taiwan and Hong Kong pipeline contribution targets in collaboration with Sales; Optimize the lead funnel to improve conversion rates and increase pipeline velocity; Track and analyze campaign performance using Salesforce, Marketo, WeChat analytics, Baidu Analytics, and internal dashboards; Maintain a regional marketing scorecard and deliver insights for continuous improvement; Conduct competitive and market intelligence to inform campaign and content strategy; Lead Wind River China’s digital presence across WeChat, SEO/SEM, web updates, paid media, and local platforms; In addition, covering a limited digital presence in Taiwan and Hong Kong; Optimize China-specific digital customer journeys and strengthen demand capture; Convert offline events into digital engagement streams that feed the marketing pipeline; Lead PR strategy and brand positioning in China; Manage a China-specific editorial calendar (PR, social, content distribution); Promote Wind River’s thought leadership, customer success, and industry relevance; Build and maintain relationships with local media, analysts, and industry stakeholders; Partner closely with China Sales leadership and global marketing teams; Align regional execution with global demand gen and corporate programs; Champion the China market needs and bring data-driven insights to global teams; Drive innovation in marketing execution, technology adoption, and operational excellence

Requirements

7+ years of B2B technology marketing experience in China, preferably in a global enterprise software or industrial technology company; Strong expertise in Account-Based Marketing (ABM), including 1:1, 1:few, and 1:many programs, with proven impact on pipeline generation and acceleration; Demonstrated success in integrated marketing, including digital, event, partner, and PR programs tailored to regional markets; Hands-on experience with marketing technologies, including Salesforce, Marketo, WeChat, Baidu Analytics, and digital advertising platforms; Analytical and data-driven, with the ability to interpret pipeline data, measure campaign performance, and make optimization recommendations; Excellent communication skills in Mandarin and English, with strong writing, storytelling, and localization ability; Strong project and vendor management skills, capable of balancing multiple initiatives in a fast-paced, global environment; Collaborative and cross-functional, with proven experience partnering closely with Sales, Product Marketing, and global marketing teams; Creative, strategic thinker with the ability to translate business goals into effective regional marketing programs; High attention to detail, strong organizational skills, and the ability to execute with excellence under tight timelines

Nice to have

Preferably in a global enterprise software or industrial technology company