Lead GTM Marketing

A BIT ABOUT US Appknox is a leading AI-native mobile application security platform trusted by enterprises around the world. Recognized by Gartner and G2, Appknox helps organizations secure mobile applications throughout their lifecycle through automated security testing, continuous monitoring, and actionable intelligence. Headquartered in Singapore with engineering based in Bengaluru, Appknox serves customers across North America, the Middle East, Southeast Asia, Japan, and India. Our customers include Fortune 500 companies, governments, financial institutions, and digital-first enterprises that rely on Appknox to secure their mobile ecosystem. We are a profitable, fast-growing B2B SaaS company with a highly collaborative culture and ambitious plans to shape the future of application security in the AI era. About The Role Application security is undergoing a fundamental shift. AI is changing how software gets built, how vulnerabilities emerge, how security teams investigate and prioritise risk, and how enterprise buyers discover and evaluate security platforms. Appknox has spent more than a decade building deep expertise in mobile application security. Our next chapter requires us to evolve both what Appknox stands for and how effectively we take that story to market. We are looking for a hands-on Lead for GTM Marketing to translate Appknox’s product, positioning and business priorities into integrated go-to-market programmes that create awareness, engagement and pipeline. You will lead the GTM marketing team and own demand generation, campaigns, ABM, website and conversion, organic discovery, content activation, field marketing and events. You will work as a peer to Product Marketing, partnering closely with Sales, Product and leadership to connect market strategy with disciplined execution. This is not a role for someone who only manages agencies, runs isolated campaigns or waits to receive briefs. You will help determine where marketing should focus, challenge assumptions, build the operating plan, develop the team and remain close enough to execution to maintain a high quality bar. What You Will Own 1. GTM strategy Translate Appknox’s product, positioning and revenue priorities into a focused GTM strategy, operating plan and measurable goals. For each significant opportunity, help answer: Who are we trying to influence? What problem matters to them? What do we want them to believe? What should we take to market? Through which channels? What commercial outcome should it create? You will: - Lead and develop the GTM marketing team, creating clarity around priorities, ownership, quality and performance. - Build quarterly and annual GTM plans aligned with company, product and regional revenue priorities. - Prioritise across markets, audiences, channels and opportunities rather than allowing every request to become a campaign. - Manage relevant budgets, agencies and specialist partners. - Establish clear operating rhythms across GTM Marketing, Product Marketing, Sales and Product. 2. Demand Generation and Integrated Campaigns Build integrated programmes that create qualified demand and contribute meaningfully to pipeline. You will: - Own marketing-sourced and marketing-influenced pipeline targets, measurement and review rhythms. - Design programmes across inbound, paid, organic, content, webinars, retargeting and emerging acquisition channels. - Connect campaigns to defined audiences, customer problems, offers, conversion paths and commercial outcomes. - Diagnose funnel performance and work with Sales and revenue operations to improve conversion. - Identify successful GTM plays that can be repeated and scaled. Success will be measured through qualified engagement, opportunity creation and progression, pipeline contribution and conversion-not campaign activity alone. 3. Account-Based and Segment GTM Partner with Sales and Product Marketing to build focused programmes for priority accounts, industries, personas and regions. You will: - Identify segments and accounts where focused marketing can create disproportionate impact. - Understand buying committees, account-level triggers and market-specific context. - Work with Product Marketing to develop relevant narratives by segment and buyer. - Design integrated ABM programmes, offers, landing experiences and content. - Coordinate marketing engagement with SDR and sales outreach. - Track account engagement, opportunity creation and progression. At Appknox, ABM should combine account insight, buying committee, customer problem, narrative, offer and sales motion-not simply apply advertising to an account list. 4. Website, Organic Discovery and Conversion Transform Appknox.com into an active GTM and experimentation engine. You will own or drive: - Information architecture and messaging activation. - Product, use-case, industry, persona, regional and competitive pages. - Campaign landing experiences and conversion paths. - Website experimentation and performance measurement. - SEO and evolving AI-led discovery across platforms such as ChatGPT, Gemini and Perplexity. You will develop a measurement system connecting discoverability, relevance, engagement, conversion and pipeline. Traffic, rankings and AI mentions alone are not success. 5. Product Launches and Market Activation Partner with Product Marketing and Product to take new capabilities and products to market. Product Marketing will lead customer insight, ICP definition, positioning, competitive differentiation and product narrative. You will lead GTM planning and activation across campaigns, website, content, distribution, organic discovery, sales activation, field programmes and amplification. This is not a downstream handoff. You will participate in launch strategy, contribute market and performance insight, and help test whether the positioning works when exposed to buyers. 6. Content and Thought Leadership Lead the GTM content agenda and the team responsible for bringing it to life. You will: - Determine what Appknox should talk about based on customer problems, market shifts, buyer demand and the company’s strategic point of view. - Guide the development of category narratives, research-led content, technical thought leadership, competitive content, executive communications and campaign assets. - Build content distribution into every major initiative rather than treating publication as the finish line. - Maintain a consistently high standard of clarity, substance and differentiation. Every significant content investment should answer: Who are we trying to influence? What belief are we trying to change? What should happen after they consume it? 7. Field Marketing and Events Own the GTM strategy and marketing execution for priority industry events, executive programmes, regional activations and field initiatives. You will: - Select and prioritise events based on target audiences, market objectives and commercial potential. - Build pre-event, onsite and post-event motions with Sales. - Develop programmes that create meetings, progress target accounts and deepen customer and partner relationships. - Establish consistent measurement for event-sourced and event-influenced pipeline. - Balance global consistency with the realities of different regions and sales motions. 8. Market Intelligence and Experimentation Work with Product Marketing to continuously monitor competitor positioning, market narratives, buyer behaviour, campaign signals, organic discovery and emerging security themes. Product Marketing will lead the strategic implications for positioning and product. You will ensure relevant market and performance signals translate rapidly into GTM action. Work Expectations First 60 days - Understand Appknox’s market, customers, product portfolio, team, current GTM programmes, website funnel, organic presence and competitive landscape. - Establish performance baselines and clarify team ownership and operating rhythms. - Identify the three to five highest-leverage GTM opportunities or leaks. - Build the initial GTM and experimentation roadmap. Within 90 days - Ship meaningful website, campaign or conversion improvements. - Launch the first focused account or segment programmes with Sales. - Improve the speed at which narratives, campaigns and landing experiences reach the market. - Establish practical measurement connecting marketing programmes to qualified engagement, opportunities and pipeline. - Create clearer briefs, priorities and performance expectations for the GTM marketing team. Within 6 months - Stronger market association between Appknox and the strategic application-security themes it chooses to own. - Improved qualified organic engagement and conversion. - One or two repeatable account, segment or regional GTM plays. - Faster and more disciplined website and campaign experimentation. - Better coordination across GTM Marketing, Product Marketing, Sales and Product. - Clearer visibility into which channels, narratives and programmes influence pipeline. - A repeatable system for taking new products and market narratives to market. Personality Traits We Admire - Strategic thinker with strong execution skills. - Curious, commercially minded, and customer obsessed. - Comfortable with ambiguity and fast-moving environments. - Strong collaborator who can influence cross-functional teams. - Excited by AI and emerging technologies. - Eager to build and grow with the company over the long term. What We Are Looking For - 7–10 years of B2B SaaS marketing experience, ideally within technical SaaS, cybersecurity or enterprise software. - Experience leading or managing a marketing team, with the ability to set direction, develop people and maintain a strong execution bar. - Demonstrated ownership of integrated GTM programmes and measurable pipeline outcomes. - Strong understanding of product positioning and messaging, with the ability to turn strategy into market-facing activation. - Experience working closely with Sales on demand generation, ABM, field marketing or regional programmes. - Strong digital and website fundamentals, including conversion optimisation and organic discovery. Familiarity with AEO and GEO is valuable, but deep SEO specialisation is not required. - Ability to understand technically complex products and simplify them without losing substance. - Strong analytical capability and a desire to understand why a metric moved—not simply report that it did. - Excellent writing, storytelling and communication skills. - Ability to move between strategic thinking, team leadership and hands-on execution. - Comfort operating in ambiguity, making trade-offs and building systems where none currently exist. - Low ego, high ownership and the confidence to challenge assumptions constructively. Interview Process Round 1: Hiring Manager Round 2: Functional Case Study Round 4: CEO Discussion Round 5: HR & Compensation Compensation and Benefits - Competitive compensation and ESOP opportunities. - Flexible work environment. - Comprehensive health insurance for employees and their families. - Opportunity to work with global customers and cutting-edge AI and cybersecurity technologies. Why Join Appknox? Ownership and Impact Shape how a global cybersecurity company is positioned in the market and influence strategic decisions across the business. Growth Opportunity This role offers a clear path toward building and leading the product marketing function as Appknox scales. High Visibility Work closely with company leadership and collaborate across Product, Engineering, Sales, and Customer Success. Continuous Learning We believe in experimentation, curiosity, and helping people grow beyond their current role. Skills:- Product Strategy, Content Strategy, SaaS, Product Marketing, Go-to-market strategy, Marketing Strategy, Cyber Security, Competitor Analysis, Artificial Intelligence (AI), Demand generation, Event Management, Market Research, Market intelligence and Market analysis