Demand Generation Specialist, ANZ

Enabling safe and rewarding digital lives for genuine people, everywhere.

We make it our mission to ensure more genuine people have digital access to opportunities, and businesses have access to more genuine people. Our technology draws on diverse and reliable data to create a single point of truth for identity and address verification.

With over 30 years of experience behind us our team and technology are focused on enabling safe and rewarding digital lives for everyone. Regardless of age, location or background, genuine people everywhere should be able to digitally prove who they are and where they live.

As highly specialised experts, the APAC IDF marketing team is focused on driving growth and adding value, through consistently delivering positive customer experiences across the APAC region through offline and online marketing channels, direct and indirect. Our unified team leads business growth through insight-driven marketing strategies.

The Demand Generation Specialist, ANZ will be responsible for developing and implementing strategies and integrated campaigns for GBG to generate high-quality leads and drive customer acquisition, retention, engagement, and revenue growth for the identity fraud solutions in Australia and New Zealand. This role will oversee that demand is maintained throughout the sales cycle – from top-of-funnel awareness to sales enablement. It will have a strong focus on content-led campaigns tailored to the needs of key verticals. There is a need for a deep understanding and proven experience of lead generation and managing digital marketing channels. Collaborating cross-functional to align marketing activities with sales objectives to ensure effective lead handoff and nurturing, to drive measurable marketing demand and achieve business objectives.

• Lead the development and implementation of demand generation strategies and integrated campaigns to generate leads, nurture prospects, manage lead scoring and drive customer acquisition.
• Work closely with Sales on strategy, sales plans, and campaigns to support revenue and new sales targets.
• Drive the development and execution of retention campaigns to maintain existing customer base.
• Collaborate with UK marketing team to support your execution of multi-channel campaigns, including email marketing, content marketing, social media, paid advertising, SEO and SEM etc.
• Create and manage campaign content including emails, landing pages, blogs, website content, thought leadership articles, whitepapers, guides, case studies, webinar content, explainer videos etc.
• Collaborate with internal and external SMEs to generate thought leadership content to ensure messaging consistency and accuracy.
• Lead the development of experiments and tests for marketing channels to test incrementality and channel purpose to inform future investment strategies better.
• Make data-driven decisions to enhance future campaign effectiveness.
• Work closely with the Marketing Operations Manager, ANZ to help you: monitor and report on key performance metrics for all campaigns, including lead volumes, lead conversion rates, campaign ROI, revenue attribution and influenced sales pipeline; analyse campaign performance and apply data driven optimisations across channels and assets to ensure successful implementation; provide valuable insights to stakeholders through comprehensive campaign reporting to communicate growth learnings, results, and best practices from campaigns.
• Manage relationships with external agencies, vendors, and partners to support demand generation initiatives.
• Collaborate with the local sales, pre-sales and product teams to support you in your development and design of effective campaigns across all marketing channels.

• Experience in B2B demand generation, campaign management or field marketing – ideally in SaaS, RegTech, Fintech or B2B tech environment.
• Extensive experience in optimising marketing funnels, lead nurturing and conversion rates.
• Proven success designing and executing multi-channel marketing campaigns that drive qualified leads and pipeline.
• Strong content development skills, ability to write and edit persuasive, well-structured marketing content for both online and offline assets, aligned with brand tone and business goals.
• Experienced with marketing automation platforms such as HubSpot (or equivalent) to plan and schedule email marketing campaigns.
• Proficient in using Google Analytics and campaign analytics like Power BI.
• Experience managing CMS platforms, and familiar with CRM systems such as Microsoft D365.
• Proven experience in SEO and SEM, and social media (LinkedIn) to optimise campaigns.
• Analytical, data-driven mindset with the ability to interpret complex data and derive actionable insights, and act on performance metrics.
• Excellent problem-solving abilities, critical thinking, and a proactive approach to optimising campaign performance.
• Strong project management skills with the ability to handle multiple campaigns simultaneously.
• Exceptional communication skills, both written and verbal, with the ability to collaborate effectively at all levels.

As an equal opportunity employer, we are dedicated to creating a diverse and inclusive workplace where everyone feels valued and empowered. Please inform your GBG Talent Attraction Partner if you require any reasonable adjustments to the interview process.

To chat to the Talent Attraction team and find out more about our benefits and why we’re a great place to work, drop an email to  and we’ll be in touch. You can also find out more about careers at GBG and check out our current opportunities at 

Unleash your potential and be part of our mission to power safe and rewarding digital lives.