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Appian // business process management
Marketing, Full Time    McLean, Virginia (Open to Remote)    Posted: Tuesday, November 24, 2020
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Appian is actively seeking a Senior Industry Marketing Manager to drive marketing strategy & execution for Financial Services -- Banking, Capital Markets & Private Equity -- our largest industry market segment. This individual will partner with a team of industry practice leads & subject matter experts to define & tell a compelling & differentiated story about Appians hyperautomation & low-code capabilities & solutions for Financial Services & its sub-markets. He or she will create the industry marketing strategy & plan, coordinate with a variety of marketing execution resources to carry out the plan, & ensure that Sales has the resources to effectively sell Appians offerings to global financial services organizations. This person will also have the opportunity to build & to lead a supporting team to continue to drive growth for Appian Financial Services.

Responsibilities & Skills:

  • Develop an in-depth understanding of customer needs within the Financial Services segment; monitor industry trends & build industry-specific buyer personas 
  • Partner with our Financial Services subject matter experts to craft & tell a story about the unique value Appian delivers for the Financial Services industry
  • Define a global marketing strategy & plan for capturing the mindshare of our target buyers, analysts & partner community within the Financial Services segment
  • Collaborate with industry subject matter experts to create content that articulates value throughout the buyer journey; understand the buying process & key stakeholders involved, & build internal & external content & messaging
  • Define tactics for generating awareness & high-quality leads for the Sales team; work with Demand Generation, Digital Marketing, Events, & Field Marketing teams on the execution of programs with measurement & goals
  • Support product launch & sales enablement efforts by creating positioning/messaging documents, sales presentations, solution briefs, & other product collateral


  • BA/BS degree or equivalent in a relevant discipline
  • 7-10 years of industry marketing or marketing management experience in high-tech / Software-as-a-Service (SaaS) environments; prior Financial Services experience required
  • A proven track record of developing strategies & tactics to drive awareness & demand within specific target segments or verticals
  • Exceptional writing skills, including the ability to express technical concepts in the form of crisp, value-based messages
  • A proven ability to produce creative, memorable & highly engaging content in support of inbound & outbound marketing activities
  • Demonstrated ability to work across functions, be a team player & thrive in a highly collaborative & matrixed environment
  • Excellent project management skills 
  • Experience with related technologies, including business process management (BPM), robotic process automation (RPA), artificial intelligence (AI), case management, CRM, Platform-as-a-Service (PaaS), enterprise mobile, 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 coworker, Pay Transparency Nondiscrimination.


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