ABOUT WIND RIVER 

Wind River is a global leader in delivering software for mission-critical intelligent systems. For more than four decades, the company has been an innovator and pioneer, powering billions of systems that require the highest levels of security, safety, and reliability.  

Wind River helps customers across automotive, aerospace, defense, industrial, medical, and telecommunications industries solve complex technology challenges on their journey toward the new intelligent machine economy. The company’s software powers generation after generation of the safest, most secure systems in the world.  Examples include playing a key role in NASA space missions such as Artemis I, the James Webb Space Telescope, and multiple Mars rovers. We’ve achieved recent 5G milestones including the world’s first successful 5G data session with Verizon and building one of the largest Open RAN networks in the world with Vodafone. 

The company has received industry recognition for its technology innovation and leadership, and for its workplace culture, including global Great Place to Work certification and being named a “Top Workplace” for ten consecutive years. If you want to be part of a unique culture where the lived experience is based on our cultural attributes of growth mindset, customer focus, and diversity, equity, inclusion & belonging, come join us and help advance the future software-defined world. 

 
YOUR ROLE

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.

In your daily job, you will handle the following:

Account-Based Marketing (ABM)

• 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.

Integrated Program Creation & Execution

• 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.

Pipeline Ownership, Funnel Optimization & Analytics

• 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.

Digital, Social, and Web Marketing

• 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.

PR, Brand & Awareness

• 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.

Collaboration & Leadership

• 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.

HOW YOU WILL CONTRIBUTE 

Key skills and competencies for succeeding in this role are:

• 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.

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Aptiv is an equal employment opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, gender identity, sexual orientation, disability status, protected veteran status or any other characteristic protected by law.