Job Description: ANZ REL Marketing Manager

Role Purpose

The ANZ REL (Relationship, Education & Large) Marketing Manager is responsible for driving Lenovo’s B2B marketing strategy, campaigns, and programs for the REL and Education segments across Australia and New Zealand. The role builds Lenovo’s leadership positioning within the education and public sector ecosystem, delivering measurable demand generation, account engagement, and thought leadership outcomes.

This position reports to the Greater Asia Pacific CMO and provides day-to-day marketing leadership for the REL segment in ANZ, ensuring full alignment with the ANZ Commercial Marketing lead, local segment GMs, and GTAP functional teams.

Scope & Responsibilities

Brand & Thought Leadership
• Define and execute REL segment marketing strategies to strengthen Lenovo’s brand in the Education and Public Sector markets.
• Position Lenovo as a trusted technology partner through thought leadership campaigns, partnerships, and flagship events.
• Localize and extend global messaging (e.g., Think, AI for All, EdTech) for relevance in the ANZ REL ecosystem.

Demand Generation & ABM
• Develop and execute Account-Based Marketing (ABM) programs for key REL and Education accounts.
• Plan and implement integrated demand generation campaigns aligned with sales priorities.
• Leverage analytics and customer insights to identify high-potential accounts and improve conversion rates.
• Track campaign ROI, pipeline impact, and lead velocity through performance dashboards.

Sales Enablement & Integration
• Enable REL sales teams with customized playbooks, account content, and customer stories.
• Embed marketing programs into account motions and ensure alignment with sales engagement plans.
• Collaborate with Sales Enablement to strengthen customer engagement and drive win rates.

Alliances & Partnerships
• Manage alliance co-marketing programs with key partners (e.g., Microsoft, Intel) relevant to the Education and Public Sector segments.
• Ensure all joint campaigns deliver measurable ROI and strategic value.
• Oversee partner fund utilization and POE documentation in coordination with GTAP Finance.

PR, Events & Ecosystem Engagement
• Lead REL-related PR, media, and public education initiatives to enhance Lenovo’s visibility.
• Represent Lenovo at education forums, government ICT events, and public sector industry gatherings.
• Coordinate REL flagship events and digital webinars in partnership with agencies and GTAP teams.

KPIs

• Demand Generation KPIs – REL & Education Segments
• Pipeline Growth and Marketing-Influenced Revenue
• Case Studies and Customer References
• Alliance Fund Utilization and ROI
• REL Segment Brand Health and Awareness Metrics

Key Interfaces

Internal: GTAP CMO, ANZ Commercial Marketing Manager, ANZ GM & Segment LT, AP Segment Marketing, GTAP Functions, Sales, Procurement, Finance.
External: Alliance partners, PR & creative agencies, education associations, and event organizers.

Skills & Competencies

• Strong B2B marketing experience within technology, education, or government sectors.
• Proven ability to design and execute ABM and demand generation programs.
• Experience managing co-marketing funds, agencies, and multiple stakeholders.
• Excellent communication and storytelling skills, with ability to tailor messages to education and public sector audiences.
• Data-driven, with strong understanding of pipeline analytics, ROI measurement, and CRM integration.
• Collaborative leadership style with ability to operate within a regional matrix structure.

Success Measures

• Pipeline contribution and qualified lead conversion from REL campaigns.
• Increased share of voice and thought leadership visibility in Education & Public Sector.
• Improved REL brand perception and engagement metrics.
• Effective alliance ROI and budget compliance.
• Positive stakeholder feedback from Sales and Partner teams.