Brand Campaign & Paid Media Manager
OPSWAT · Ho Chi Minh City
OPSWAT, a global leader in IT, OT, and ICS critical infrastructure cybersecurity, delivers an end-to-end platform that gives public and private sector organizations and enterprises the critical advantage needed to protect their complex networks, secure their devices, and ensure compliance. Over the last 20 years our commitment to innovative technology has earned the trust of more than 1,700 organizations, governments, and institutions globally, solidifying our role in protecting the world’s critical infrastructure and securing our way of life.
The Role
Our story is bigger than the mission alone. It includes the MetaDefender™ Platform, a portfolio of solutions built for specific industries and use cases, as well as our brand work: documentary series, films, books, and global campaigns that earn attention most cybersecurity companies never get.
You won't market the products directly because product marketing owns that responsibility. However, all of it is part of one story. Your role is to ensure that story reaches the right audience through disciplined paid media execution and campaign operations.
You are the operator who owns that discipline for brand. You build and run the paid campaigns that put our brand work in front of the right people, on YouTube, across Google, on Reddit, and on the cybersecurity and industrial publications our audience reads. You own the measurement behind it: tracking, landing pages, reporting, and the dashboards that tell us what's working. You understand what happens after the click well enough to ensure leads enter our systems correctly and can be tracked throughout their lifecycle, even though pipeline generation is not your quota.
You'll work closely with our creative, video, web, and events teams in the US, Europe, and Asia, and with our finance and marketing operations functions. You'll inherit live campaigns and existing reporting on day one, including work built by an external paid media specialist, and you'll be the person who makes it run better.
This is a hands-on role. You build the campaigns yourself.
What You Will Be Doing
Paid media
- Plan, build, launch, and optimize paid campaigns for brand initiatives across YouTube, Google Display and Demand Gen, Reddit, and programmatic or direct buys on cybersecurity, OT/IT and industrial trade publications.
- Own targeting, bidding, creative rotation, frequency management, budget pacing, and geographic strategy across North America, EMEA, and APJ.
- Manage media budgets with discipline: forecast, pace, reconcile, and report spend against plan every week.
- Run structured tests across destinations, creative assets, audiences, and channels with predefined success criteria, and discontinue underperforming initiatives.
- Brief and coordinate external specialists or agencies when we use them, and bring their work in-house when we don't.
Campaign operations and measurement
- Own campaign tracking end to end: UTM (Urchin Tracking Module) conventions, GA4 events and conversions, Google Ads conversion tracking, and consent-compliant tagging across regions.
- Build and maintain landing pages with the web team, with clear conversion paths and clean handoff into our marketing automation and internal systems.
- Maintain the brand campaign dashboard: one source of truth for spend, reach, engagement, conversion, and cost efficiency, reconciled against platform data.
- Deliver a concise weekly performance report covering what changed, why it changed, actions taken, recommendations, and next steps, in a format that a busy executive can read in three minutes.
- Set benchmarks for each channel and initiative, and hold campaigns against them.
Lead lifecycle and email
- Understand the full lead journey, from first touch to sales engagement. Ensure that brand-sourced leads are accurately tagged, routed, and tracked throughout the process.
- Build and send email programs for brand audiences, including screenings, premieres, launches, newsletters in HubSpot and SendGrid today, and in whatever we run tomorrow.
- Partner with marketing operations on data hygiene, attribution, and reporting so brand's numbers and the company's numbers agree.
Events and brand launches
- Support registration and awareness campaigns for screenings, premieres, book and film launches, and major industry events (not product launches).
- Coordinate paid amplification around events with the events and social teams.
What We Need From You
- 5 to 8 years of hands-on paid media experience, including at least three years managing Google Ads video campaigns across YouTube In-stream, In-feed, and Shorts formats.
- Results you can show and explain: cost per view, view-through rates, subscriber lift, cost per conversion, and the decisions behind them.
- Experience with Reddit Ads and at least one programmatic advertising platform or direct publisher media buy.
- Deep fluency in GA4 and Google Tag Manager, and comfort designing and debugging conversion tracking yourself.
- Practical understanding of the B2B (business-to-business) lead lifecycle, how leads are captured, scored, routed, and handed to sales, and hands-on experience in HubSpot or a comparable marketing automation platform.
- Experience building audience-growth campaigns for content, media, publishing, entertainment, creator-led, or brand-led initiatives.
- Strong written English. You'll communicate mostly in writing with teams in three regions, and your weekly report is the product.
- Experience using AI tools to improve productivity in areas such as analysis, content development, reporting, and campaign execution, along with the judgment to know when the final answer still needs to be your own.
- Ability to maintain a work schedule that provides at least four hours of overlap with US Eastern Time on a regular basis.
What Would Be Nice If You Had
- Experience marketing to cybersecurity, industrial, or engineering audiences.
- Familiarity with YouTube Studio analytics and channel growth.
- Experience with SendGrid or transactional email systems.
- Data skills beyond spreadsheets, such as SQL, Looker Studio, or similar tools.
- Exposure to Vimeo or other video-player analytics.
OPSWAT is an equal opportunity employer. We celebrate diversity and are committed to providing an environment where equal employment opportunities are extended to all employees and applicants, free of discrimination and harassment of any type. All employment decisions are based on individual qualifications, job requirements, and business needs without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other category protected by federal, state, or local laws.
Recruiting Agencies: we do not accept unsolicited resumes from third party agencies for any of our open positions. To submit resumes for our jobs, there must be a recruiting contract approved by our legal team and endorsed by both parties. We are currently not accepting additional 3rd party agencies at this time.