Mobile World Live GSMA Intelligence

Senior Marketing Manager, APAC

Role type
Marketing & Communications
Hong Kong
Job Advert

GSMA – Our role in the mobile industry

The GSMA is the global industry association that helps shape the future of the mobile industry. Our mission is to act as a guiding beacon for the mobile industry, focusing on activities where collective action can deliver significant benefit. In order to achieve this, the GSMA concentrates on four main activities:

  • We provide strategic direction and thought leadership to our members
  • We drive collaborative industry programmes aimed at maintaining operator relevance in the digital world
  • We advocate for the industry to regulators, policy makers and society as a whole
  • We convene the broad mobile communications ecosystem at our industry leading events

Spanning 219 countries, the GSMA unites nearly 800 of the world's mobile operators, as well as more than 200 companies in the broader mobile ecosystem, including handset makers, software companies, equipment providers, Internet companies, and media and entertainment organisations.

The GSMA is focused on innovating, incubating and creating new opportunities for its membership, all with the end goal of driving the growth of the mobile communications industry.

The GSMA is also established as a major inter-industry resource, partnering with industries across the mobile ecosystem in order to enable growth through mobile technologies, programmes and frameworks.

We act as a “think tank” for the mobile community focusing on strategic and policy initiatives that will impact the direction of the industry.

Our organisation engages with a wide range of governments, regulators and NGOs (such as The World Bank, UN and philanthropic organisations such as the Bill & Melinda Gates Foundation) to advocate for the mobile industry and develop the social and economic value of mobile for countries, regions and continents.

We convene the mobile industry at our leading events such as Mobile World Congress Americas, Mobile World Congress Shanghai, Mobile World Congress 360 Series and the world leading Mobile World Congress in Barcelona.

Please visit for a wealth of further information.


Role Overview

We are looking for a creative and energetic Senior Marketing Manager to lead GSMA programme marketing in the Asia Pacific region. This new role will oversee the development of best-in-class regional marketing capability, to carry out the strategic aims of GSMA programmes in Asia Pacific and deliver against the regional agenda.

The Senior Marketing Manager, Asia Pacific reports to the Head of Asia Pacific, based in Hong Kong, and has dotted line reporting to the Marketing Director, Regions, based in London. This role works very closely with the Heads of Public Policy, Strategic Engagement, Technology and Mobile for Development to gain an acute understanding of GSMA Asia Pacific’s need for both programme-specific and integrated messaging to meet the business interests of our members, and how these can be supported through regional and tailor-made in-country marketing efforts. The Senior Marketing Manager, Asia Pacific also works closely with the wider GSMA marketing team.

Key to success in this role will be a database and CRM skillset that can be leveraged to understand the communications requirements of our member audiences.


Role Specification

  • Support the design and lead the execution of marketing activities of GSMA programmes in the Asia Pacific region, including industry events.
  • Lead GSMA regional communications activities (i.e. website, newsletter, presentations and campaigns) ensuring that all regional marketing content is in an appropriate and authentic tone of voice.
  • Work closely with the GSMA membership team to establish a relevant marketing communications strategy for regional member engagement.
  • Lead marketing for the annual regional Mobile Economy report, leveraging key data and trends across all available channels and to all identified stakeholders and audiences to support the regional agenda.
  • Create and execute marketing plans for region-specific publications. In partnership with external design agencies, proactively lead and manage the design, production and print of all region-specific collateral outputs, including timelines and budgets.
  • Map key external influencers in the region, which can be leveraged to effectively promote GSMA activities and outputs.
  • Lead organization and execution of events from the regional office (i.e. advocacy meetings, C-level round tables).
  • Support GSMA Ltd in the organization of events in the region, including Mobile World Congress Shanghai and the Mobile 360 series, liaising with local resources for logistics.
  • Ensure proper implementation of GSMA marketing/branding guidelines in all activities and materials used by regional office.
  • Define appropriate measurements for marketing activities and events. Track and analyse results. Recommend improvements to maximise impact.


Person Specification

  • Extensive communications and marketing background, developing and implementing marketing plans that deliver tangible impact, with comprehensive measures to determine success.
  • A proven track record of proposition development and the ability to influence and add value to your area of business.
  • Strong writing skills: messaging, leadership positioning and narrative development.
  • Experienced story teller and visual campaigner.
  • Hands-on management of optimising web and social media content.
  • Experience promoting marketing outputs such as guidelines and toolkits, white papers, reports, case-studies and executive summaries.
  • Experience working in an international environment, ideally in the Asia Pacific region.
  • Segmentation of audiences/ influencers and the creation of targeted messaging and content for each segment.
  • Substantive and demonstrable track record of high quality corporate marketing delivery in complex and challenging business-to-business environments.
  • Advanced knowledge of MS Office (Excel, Word and Power Point).
  • Experience of working with multiple internal stakeholders and with geographically dispersed teams in a matrix structure.
  • Proven negotiation skills and experience in managing external suppliers and agencies.
  • Willing to travel, as and when required by the role.


You must have the right to work in the location to be considered for this position.