Beyond Borders: Tuneer Malik on Regional Strategy, Field Marketing ROI, and MQL Precision

Tuneer Malik, Head of APAC Marketing at Glean, brings deep expertise in integrated marketing, field strategy, and multi-region execution across APAC, MEA, and ANZ. In this conversation, he shares insights on evolving MQL-focused strategies, aligning marketing with revenue goals, driving ROI through field events, leveraging AI, and navigating regional marketing complexities.

Tuneer, it’s a pleasure to have you on this interview series. Could you walk us through your marketing journey?

I spent my initial marketing years at Cvent being groomed under multiple mentors who had done it all at various organizations—big and small—and had multiple decades of experience, the know-how, and, most importantly, the knowledge of things that work from a target ICP PoV and things to be careful of (the pitfalls). Cvent was my first organization that gave me that platform to learn (~set up a strong base), excel, and go hands-on with each campaign, helping me understand the intricacies of each channel/each tactic and how everything comes together. I’ve sat at the desks of several POCs, chewing my brain just to understand what they do and how they do it—as I learned from them (campaign ops, digital marketing, web design, market research, etc.), I added my two cents on how we could make things better. All of this, in turn, helped me lead ASEAN at Freshworks and APAC MEA ANZ at GEP, and I continue as the head of marketing for APJ at Glean. The other most important lesson I learned as a marketer is 80 is the new 100, i.e., I (now) do not wait to achieve absolute perfection before going live with a campaign or plan way too much—if I feel I have all basic things covered from a branding and demand generation standpoint, I launch and refine as I go.