ABM & Lead Generation Specialist (Bangkok-based, relocation provided)
Bangkok, Thailand
Performance Marketing
About the opportunity
Within Booking Holdings, an enhanced and more connected B2B business is being built within Booking Holdings consolidating the businesses of Booking.com, Priceline and Agoda into a single global division (“New B2B Business”)
About the role
Your center of gravity is deep 1:1 / 1:few ABM on your strategic accounts – that is the majority of your time and where the value is. Alongside it you carry a capped, automation-led 1:many (Lead Gen) responsibility across the tail of your archetype: templated, segment-level campaigns that open accounts and book first meetings for BD. The deep work comes first; the 1:many tier is deliberately bounded so it cannot crowd out the committee-level plays. This is not a high-volume MQL-factory role.
What you will do
- Research & target your accounts and form a point of view on which product leads and how the relationship expands.
- Run a capped 1:many motion over your tail. Templated, segment-level Lead Gen campaigns (built with the shared Marketing Ops Specialist) to open accounts and book BD meetings – and spot when a warming account should graduate into your 1:few tier. Kept deliberately bounded.
- Map the buying committee, design the account plays, and create & adapt bespoke assets for your strategic accounts.
- Partner with BD/Sales; run and optimize campaigns in the marketing automation platform; own your measurement layer.
What you will need (required)
- 4+ years in B2B marketing, with 2+ years in ABM, strategic-account, or field marketing.
- Account-research and buying-committee-mapping skill – you can build an account dossier and a stakeholder map and turn them into a plan.
- Multi-channel campaign orchestration – multi-touch, multi-stakeholder campaigns (email, LinkedIn, events, direct).
- Ability to sell a portfolio, not a single product – comfortable matching the right product to a buyer and articulating an expansion path.
- Strong BD/Sales partnership instincts; comfortable working without direct authority.
- CRM + MAP fluency – a major CRM (e.g., Salesforce) and a marketing automation platform (Pardot / Marketing Cloud Account Engagement, HubSpot, or Marketo).
- Data-literate – comfortable defining KPIs and reading dashboards. Strong writing and executive communication. Long-cycle patience and ownership.
Nice to have
- Travel, travel-tech, fintech/payments, loyalty, marketplaces, or B2B2C / partnership-led experience.
- Exposure to intent-data / ABM platforms (6sense, Demandbase, ZoomInfo, Bombora). Event-based engagement (exec dinners, roundtables). ABM certification (ITSMA or equivalent).
- Self-serve / PLG onboarding funnels, affiliate/partner-network programs (CJ), or SDR/BDR collaboration. SQL/BI comfort is a plus but not required.
How we will measure success
Primary (70%): buying-committee engagement depth, pipeline influenced, multi-product expansion, deal velocity, and BD-reported influence on strategic accounts. Secondary (30%): qualified leads/meetings generated from the capped 1:many tier and graduation of warming tail accounts into 1:few.
Primary (70%): buying-committee engagement depth, pipeline influenced, multi-product expansion, deal velocity, and BD-reported influence on strategic accounts. Secondary (30%): qualified leads/meetings generated from the capped 1:many tier and graduation of warming tail accounts into 1:few.
