B2B Senior Marketing Specialist, Digital Demand Gen & ABM, Vietnam & ROA

B2B Senior Marketing Specialist, Digital Demand Gen & ABM, Vietnam & ROA Location: Vietnam Reports To: Sr. B2B Marketing Manager, Vietnam & ROA About Us ELSA is a global leader in AI-powered English communication training, dedicated to transforming how people learn and speak English with confidence. Founded in 2016 and headquartered in San Francisco, we operate across the U.S., Vietnam, Portugal, Indonesia, Brazil and Japan. Powered by proprietary speech-recognition technology and generative AI, ELSA delivers real-time, hyper-personalized feedback to help learners improve pronunciation, fluency, and overall communication effectiveness. With over 50 million learners and 1 billion hours of anonymized speech data, ELSAs depth of language training intelligence is unmatched in the industry. Our B2B flagship platforms ELSA Enterprise and ELSA Schools empower organizations and educational institutions to elevate communication capabilities and unlock personal and professional opportunities for their people. We design engaging, bite-sized learning experiences that adapt to each learner's goals and context, ensuring measurable improvement and lasting confidence. Our vision is to become the global standard for real-time English communication training, enabling 1.5 billion language learners worldwide to speak clearly, be understood, and share their stories with the world. Backed by world-class investors including Googles Gradient Ventures, Monks Hill Ventures, and SOSV, ELSA has been recognized among the top global AI innovators: Forbes Top 4 Companies Using AI to Transform the World Research Sniper Top 5 Best AI Apps ASU+GSV EdTech 150 CB Insights Top 100 AI Companies Join us in shaping the future of language learning and empowering millions to unlock opportunity through confident communication. Role Summary We are looking for a hands-on B2B Senior Marketing Specialist to drive digital demand generation and account-based marketing programs across Vietnam and selected Rest of Asia markets, especially Malaysia, and Thailand. This role is focused on pipeline creation, campaign execution, and marketing performance optimization across digital channels. You will work closely with regional sales teams and global marketing to execute integrated campaigns that engage target accounts, generate qualified pipeline, and accelerate revenue opportunities. You will play a key role in executing multi-channel campaigns across ABM, inbound, email nurture, webinars, paid media and sales activation programs, while leveraging AI-enabled workflows and automation to improve speed, targeting, and campaign effectiveness. This is an ideal role for a modern B2B marketer who enjoys building campaigns, optimizing performance, and working closely with sales to drive pipeline impact. Key Responsibilities Demand Generation & Digital Campaign Execution Plan and execute integrated demand generation campaigns across: Paid digital campaigns including LinkedIn, search, display, and retargeting Email marketing and nurture programs Webinar and virtual event campaigns Inbound content promotion and lead generation initiatives Sales activation and outbound support campaigns Support both net-new pipeline generation and pipeline acceleration initiatives. ABM & Sales Alignment Partner closely with regional sales teams to: Identify priority accounts and target segments Execute 1:few ABM campaigns aligned to sales priorities Develop personalized campaign approaches for key industries and buying groups Coordinate marketing touchpoints that support account engagement and opportunity progression Help ensure marketing activity is tightly connected to pipeline and revenue outcomes. Campaign Operations & Marketing Automation Work within HubSpot Marketing Hub to: Build and launch campaigns Manage email workflows and nurture sequences Create landing pages and campaign assets Track campaign performance and engagement Maintain campaign hygiene and reporting accuracy You are not expected to be a deep marketing operations specialist, but you should be comfortable working hands-on within modern marketing automation platforms. AI-Enabled Marketing Execution Leverage AI tools and automation to: Accelerate campaign creation and content adaptation Improve targeting and segmentation Support campaign analysis and reporting Increase productivity and campaign velocity Continuously explore practical ways AI can improve marketing effectiveness without turning every campaign into generic AI-generated content. Performance Tracking & Optimization Monitor and optimize campaign performance across: Marketing-sourced pipeline and closed won Lead conversion rates Account engagement Cost per opportunity Campaign ROI Use data and insights to continuously improve targeting, messaging, and channel performance. Cross-Functional Collaboration Collaborate with: Regional sales teams Global campaign and content teams Marketing operations External agencies and vendors when required Ensure campaigns are executed consistently and aligned to broader regional growth objectives. What You Will Have 5+ years of B2B marketing experience, ideally in SaaS or enterprise technology Proven experience executing digital demand generation campaigns that drive pipeline Strong understanding of: - Account-based marketing (ABM) - Paid media - Email marketing and nurture programs - Inbound demand generation - Webinar and virtual campaign execution Experience working in HubSpot Marketing Hub or similar marketing automation platforms Strong campaign management and project coordination skills Analytical mindset with the ability to use data to optimize performance Experience partnering closely with sales teams on pipeline generation initiatives Familiarity with AI-enabled marketing tools and workflows Strong written and verbal communication skills in English and Vietnamese Preferred Experience Experience marketing into Southeast Asian markets Exposure to B2B technology or SaaS buying cycles Experience supporting regional or multi-country campaigns Familiarity with LinkedIn Campaign Manager, Google Ads, or similar digital platform Success in This Role Success in this role will be measured by: Pipeline generated and influenced Campaign execution quality and velocity Target account engagement Continuous optimization and improvement of marketing performance Why You’ll Love Working Here Attractive Package salary Working time: Mon-Fri (9am 6pm), Hybrid model 1 remote working day on Fridays 12 days Annual leave, 1 Birthday leave, 1 Christmas leave Premium health insurance (Generali) and annual health check-up to keep you in top shape Full social insurance Free ELSA Premium courses to polish your language skills Annual company trips and quarterly happy hours work hard, play hard! Experience the true spirit of a fast growing and well funded Silicon Valley startup Department Marketing Locations Vietnam, ELSA Hanoi Office, ELSA Ho Chi Minh Office Remote status Hybrid About ELSA Founded in 2016 Coworkers 200