Demand generation. Owns pipeline. Paid acquisition, campaigns, conversion, attribution. Measured in qualified opportunities.
Content. Owns the asset library and organic visibility. Writing, editorial planning, search visibility. Measured over months, not weeks.
Product marketing. Owns positioning, messaging, launches and competitive narrative. Measured by whether sales can explain what you do.
Marketing operations. Owns the systems. Automation, data hygiene, reporting, integrations. Measured by whether anyone trusts the numbers.
At an early stage 1 person may touch all 4, but their centre of gravity should be chosen deliberately.
Hiring & Search
Hiring marketing for a B2B technology company in the Philippines
In short
The Philippine market is deep in content, digital marketing and marketing operations, with strong English and substantial experience serving international companies. The hiring risk is specification. A first marketing hire asked to do all of demand generation, content, product marketing and operations will do none of them well.
Marketing is the function most often hired as a single generalist and most often disappointing as a result. The Philippine talent pool is genuinely strong here. The question is which of the 4 jobs you are actually funding.
The 4 jobs inside the title
What the Philippine market supplies
Strong and deep, particularly for content and digital execution.
Well represented: content writing and editorial for international audiences, search visibility work, paid social and search management, email and lifecycle marketing, marketing automation platforms, design and creative production, and marketing operations and reporting.
English is a genuine advantage for content roles specifically. Writing for a US or UK technical audience requires idiom rather than grammar, and this market supplies people who have done exactly that for international employers.
Thinner: senior product marketing for complex technical products, and demand generation leadership at significant budget scale.
Well represented: content writing and editorial for international audiences, search visibility work, paid social and search management, email and lifecycle marketing, marketing automation platforms, design and creative production, and marketing operations and reporting.
English is a genuine advantage for content roles specifically. Writing for a US or UK technical audience requires idiom rather than grammar, and this market supplies people who have done exactly that for international employers.
Thinner: senior product marketing for complex technical products, and demand generation leadership at significant budget scale.
How to interview
For content, ask for work in your category, not a portfolio of anything. Then ask them to critique a piece of your existing content. Editorial judgement is the differentiator and it is visible in 5 minutes.
For demand generation, ask about a channel that stopped working. What they noticed, what they tested, what they concluded. Marketers who have only ridden a working channel have not learned much.
For product marketing, hand them your homepage and ask what a prospect would misunderstand. This is the entire job condensed.
For operations, ask about the messiest data they inherited and what they did first.
Across all 4, ask what they would stop doing. Marketers who only add activity are expensive.
For demand generation, ask about a channel that stopped working. What they noticed, what they tested, what they concluded. Marketers who have only ridden a working channel have not learned much.
For product marketing, hand them your homepage and ask what a prospect would misunderstand. This is the entire job condensed.
For operations, ask about the messiest data they inherited and what they did first.
Across all 4, ask what they would stop doing. Marketers who only add activity are expensive.
Setting the role up to work
Give them access to customers. A marketer who has never heard a customer describe the problem in their own words is writing from imagination.
Agree what a qualified lead means with sales before the person starts. This single definition prevents most of the friction that follows.
Set realistic horizons. Paid acquisition can show signal in weeks. Content and organic visibility work on a horizon of months. Judging the second by the timeline of the first is the most common reason good content hires are considered failures.
Decide the overlap window. Marketing is less time zone dependent than sales or customer success, which makes it a good first role for companies in the US where night shifts would otherwise be needed.
Agree what a qualified lead means with sales before the person starts. This single definition prevents most of the friction that follows.
Set realistic horizons. Paid acquisition can show signal in weeks. Content and organic visibility work on a horizon of months. Judging the second by the timeline of the first is the most common reason good content hires are considered failures.
Decide the overlap window. Marketing is less time zone dependent than sales or customer success, which makes it a good first role for companies in the US where night shifts would otherwise be needed.
Hiring in the Philippines?
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