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Global Organic Social Media Manager

McLean, Virginia

Here at Appian, our core values of Respect, Work to Impact, Ambition, and Constructive Dissent & Resolution define who we are. In short, this means we constantly seek to understand the best for our customers, we go beyond completion in our work, we strive for excellence with intensity, and we embrace candid communication. These values guide our actions and shape our culture every day.  When you join Appian, you'll be part of a passionate team that's dedicated to accomplishing hard things.

We are seeking a highly motivated and experienced Global Organic Social Media Manager to lead our organic social media strategy and execution worldwide. This pivotal role will be responsible for building brand awareness, driving engagement, generating leads, and fostering community across our global social channels. The ideal candidate will have a deep understanding of B2B tech digital marketing and communications, a proven track record in developing and executing successful organic social media campaigns, and the ability to tailor content and strategy for diverse international audiences.

Key Responsibilities:

  • Strategy Development & Execution:

    • Develop and implement a comprehensive global organic social media strategy aligned with overall marketing and business objectives, considering regional nuances and cultural sensitivities across EMEA and APJ.

    • Maintain and exceed key performance indicators (KPIs) and establish metrics for success, regularly reporting on performance and insights.

    • Stay abreast of industry trends, platform updates, and competitor activities to ensure our social strategy remains innovative, authentic and effective.

    • Collaborate with regional marketing teams to localize global campaigns and ensure consistency in brand messaging while optimizing for regional relevance.

  • Content Creation & Curation:

    • Oversee the end-to-end content calendar for all organic social media channels (e.g., LinkedIn, X/Twitter, Facebook, Instagram, YouTube, relevant industry forums/communities).

    • Work closely with creative and cross-functional teams to develop compelling, high-quality, and on-brand content (text, images, video, infographics, etc.) that resonates with B2B tech audiences. 

    • Curate and repurpose existing content for social distribution, optimizing it for each platform.

    • Proactively identify opportunities for thought leadership and executive profiling on social media.

  • Community Management & Engagement:

    • Actively monitor social channels for mentions, comments, and direct messages, ensuring timely and professional responses.

    • Foster engagement and build a strong online community around our brand.

    • Identify and engage with key influencers, industry experts, and potential customers.

    • Develop and implement social listening strategies to gain insights into audience sentiment and market trends.

  • Performance Analysis & Optimization:

    • Utilize social media analytics tools to track, analyze, and report on campaign performance, identifying areas for improvement and optimization.

    • Generate regular reports on key metrics, providing actionable insights to relevant stakeholders.

    • Conduct A/B testing on content and strategies to continuously improve engagement and reach.

  • Cross-Functional Collaboration:

    • Collaborate on content strategy with paid media and digital marketing, content marketing, product marketing, demand generation, employee brand and HR, and sales teams to ensure integrated campaigns and consistent messaging.

    • Provide guidance and support to internal stakeholders on social media best practices.

    • Work with external agencies or partners as needed, including digital marketing and public relations agencies, partners, and customers.

Required Skills & Qualifications:

  • Bachelor's degree in Marketing, Communications, Business, or a related field.

  • 5+ years of dedicated experience in organic social media management, with a strong focus on B2B tech.

  • Proven track record of developing and executing successful global social media strategies across multiple platforms.

  • Deep understanding of the B2B buyer journey and how social media contributes to lead generation and pipeline acceleration.

  • Expertise in LinkedIn, X/Twitter, and YouTube strategies for B2B audiences. Experience with other relevant platforms (e.g., Instagram, Facebook, Reddit, industry-specific forums) is a plus.

  • Excellent written and verbal communication skills, with the ability to craft compelling and concise copy.

  • Strong analytical skills with the ability to interpret data, generate insights, and make data-driven decisions.

  • Proficiency in social media management and analytics tools (e.g., Sprout Social, Hootsuite, Sprinklr, Brandwatch, native platform analytics).

  • Experience with content management systems (CMS) and marketing automation platforms (e.g., HubSpot, Marketo) is a plus.

  • Ability to work independently and collaboratively in a fast-paced, global environment.

  • Strong project management and organizational skills, with attention to detail.

  • Cultural sensitivity and experience tailoring content for diverse international audiences.

  • Self-starter with a proactive approach to identifying opportunities and solving problems.

Preferred Qualifications:

  • Experience working with or for a B2B technology company with a significant global presence in EMEA and APJ.

  • Technical acumen and understanding of AI, data and process management, cloud computing, SaaS software platform.

  • Industry experience in financial services, insurance, public sector, and/or life sciences. 

  • Fluency or proficiency in another major European language (e.g., Spanish, French, German, or Italian).

  • Basic understanding of SEO principles as they relate to social media content.

  • Experience with social media advertising (paid social) is a plus, though this role is primarily focused on organic.

Tools and Resources 

  • Training and Development: During onboarding, we focus on equipping new hires with the skills and knowledge for success through department-specific training. Continuous learning is a central focus at Appian, with dedicated mentorship and the First-Friend program being widely utilized resources for new hires. 
  • Growth Opportunities: Appian provides a diverse array of growth and development opportunities, including our leadership program tailored for new and aspiring managers, a comprehensive library of specialized department training through Appian University, skills based training, and tuition reimbursement for those aiming to advance their education. This commitment ensures that employees have access to a holistic range of development opportunities.
  • Community: We’ll immerse you into our community rooted in respect starting on day one. Appian fosters inclusivity through our 8 employee-led affinity groups. These groups help employees build stronger internal and external networks by planning social, educational, and outreach activities to connect with Appianites and larger initiatives throughout the company.

About Appian

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]

Follow Appian: LinkedIn.

Appian is an equal opportunity employer that strives to attract and retain the best talent. All qualified applicants will receive consideration for employment without regard to any characteristic protected by applicable federal, state, or local law. 

Appian provides reasonable accommodations to applicants in accordance with all applicable laws. If you need a reasonable accommodation for any part of the employment process, please contact us by email at ReasonableAccommodations@appian.com. Please note that only inquiries concerning a request for reasonable accommodation will be responded to from this email address.

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