Product Strategy Manager, GTM

Appian is a software company that automates business processes. The Appian AI-Powered Process Platform includes everything you need to design, automate, and optimize even the most complex processes, from start to finish. The world's most innovative organizations trust Appian to improve their workflows, unify data, and optimize operations—resulting in better growth and superior customer experiences. For more information, visit appian.com. [Nasdaq: APPN]

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This role is responsible for the strategic orchestration of Appian Platform Go-to-Market (GTM) activities. The Product Strategy Manager, GTM, is results-oriented with a focus on planning, executing, and optimizing integrated digital demand generation campaigns and programs globally. They are a motivated individual contributor who is confident in defining processes, managing projects, and establishing operational excellence. They will collaborate cross-functionally to grow marketing qualified leads and pipeline opportunities, implementing best practices for lead generation, customer acquisition, and expansion programs. 

The role is highly visible in the Marketing department and reporting into the Product Strategy department. 

This role is based at Appian's Headquarters in McLean, VA. 

Responsibilities

• Support identification, planning, and execution of marketing activities that grow pipeline opportunities for global, horizontal platform marketing.  

• Execute data-driven integrated marketing initiatives for lead generation, customer acquisition, and expansion programs. 

• Ensure high ROI across all campaigns and tactics by defining holistic GTM strategies that engage target audiences through email, webinars, third-party online channels and content strategy, events, PR, and more.

• Drive the project management and reporting of all Platform campaign activities, with an eye for new opportunities to collaborate with other GTM initiatives.

• Design integrated campaigns to drive top of the funnel leads, and middle and bottom of the funnel opportunities.

• Create campaigns in Salesforce and regularly report on defined KPIs and campaign effectiveness.

• Coordinate budget with key stakeholders across demand generation activities to improve the efficiency and ROI of Appian’s marketing campaigns.

• Partner closely with the sales team and other stakeholders to close the loop and ensure ongoing campaign effectiveness.

• Infuse “experimentation” as a core aspect of the team’s DNA. Discover new approaches, find new vendors, test new tools, and take calculated risks to produce high-impact results.

Qualifications

• 5+ years of experience creating, running, and optimizing marketing and demand generation campaigns.

• Experience with Salesforce and campaign management tools. 

• A proven track record of developing strategies and tactics to drive lead generation and brand awareness.

• An analytical mindset and the ability to use data to inform program planning, execution, and optimization.

• An ability to operate as a cross-departmental project leader, driving action and follow-through and holding key stakeholders accountable.

• Demonstrated ability to work across functions, be a team player, and thrive in a highly collaborative and matrixed environment.

• Experience with targeting audiences in related technologies, including business process management (BPM), robotic process automation (RPA), artificial intelligence (AI), case management, CRM, Platform-as-a-Service (PaaS), and enterprise mobile are a plus.

Appian Corporation is an equal opportunity/affirmative action employer. All qualified applicants will receive consideration for employment without regard to sex, gender identity, sexual orientation, race, color, religion, national origin, disability, protected Veteran status, age, or any other characteristic protected by law. Further, Appian will not discriminate against applicants for inquiring about, discussing or disclosing their pay or, in certain circumstances, the pay of their co‐worker, Pay Transparency Nondiscrimination .

If you need a reasonable accommodation for any part of the employment process, please contact us by email at [email protected] and let us know the nature of your request and your contact information. Requests for accommodation will be considered on a case-by-case basis. Please note that only inquiries concerning a request for reasonable accommodation will be responded to from this email address.