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Lead Product Marketing Manager, Process Automation

McLean, Virginia

Here at Appian, our values of Intensity and Excellence define who we are. We set high standards and live up to them, ensuring that everything we do is done with care and quality. We approach every challenge with ambition and commitment, holding ourselves and each other accountable to achieve the best results. When you join Appian, you’ll be part of a passionate team dedicated to accomplishing hard things, together.

 

Reporting to the Senior Director, Product Marketing, the Lead Product Marketing Manager (Process Automation) is a senior individual contributor responsible for driving the commercial strategy for Appian's core automation capabilities. This portfolio includes our industry-leading workflow orchestration and our robotic process automation (RPA) capabilities. In this role, you will own the "why" for Process Automation, translating technical strengths like process elasticity and unified orchestration into compelling market narratives. You will serve as a strategic partner to Product Management and Sales leadership, architecting scalable GTM strategies that position Appian as the superior choice for mission-critical, high-volume enterprise automation.

You will be responsible for creating the end-to-end GTM strategy, the core messaging framework, and the strategic sales playbooks that enable our Sales and Marketing organizations to win. You will not just be a marketer; you will be a commercial driver, a market expert, and a gifted storyteller.

This role is based at our HQ in McLean, VA. Appian was built on a culture of in-person collaboration, which we believe is a key driver of our mission to be the best. Employees hired for this position are expected to be in the office 5 days a week to foster that culture and ensure we continue to thrive through shared ideas and teamwork. We believe being in the office provides more opportunities to come together and celebrate working with the exceptional people across Appian.

In this role, you will:

  • Design, own, and execute the end-to-end Go-To-Market strategy for the Process Automation portfolio, positioning Appian's ability to orchestrate humans, bots, and AI agents within a single workflow.
  • Architect and maintain comprehensive messaging frameworks and positioning hierarchies that serve as the "source code" for global marketing and sales content.
  • Lead the creation of strategic sales playbooks and "battle cards" that equip the sales organization to win complex commercial negotiations against top-tier competitors.
  • Act as the primary feedback loop between the market and the Product Management team, synthesizing buyer feedback and competitive intelligence to influence the long-term product roadmap.
  • Lead cross-functional launch teams, coordinating efforts across Sales, Marketing, and Product to ensure successful market entry for new features and solutions.
  • Serve as a mentor to Product Marketing Managers, providing guidance on narrative construction, GTM execution, and commercial acumen.

About you:

  • 7-10+ years of related experience in B2B product marketing, solution marketing, or strategy, preferably with deep exposure to BPM, RPA, or Process Orchestration markets.
  • Bachelor’s degree in Marketing, Business, or a related field. MBA is strongly preferred.
  • Proven track record of developing strategy at a portfolio level, rather than just executing tactical launches.
  • Exceptional storytelling ability with experience crafting C-suite-ready narratives that simplify complex technology into clear business value.
  • Ability to translate complex automation concepts—like long-running workflows, exception handling, and elastic scaling—into clear business value.
  • A self-starter attitude with an obsession for scalability and a refusal to be a "content factory," preferring to build strategic frameworks that enable the entire organization.

Basic Qualifications:

  • Education & Experience: Bachelor's degree in Marketing, Business, or a related field, with 7-10+ years of experience in B2B product marketing, preferably within enterprise software or automation.
  • Proven track record of building scalable sales playbooks and messaging frameworks, with a commitment to working in-person 5 days a week at our McLean, VA headquarters.

Preferred Qualifications:

  • Strategic Leadership: MBA degree with demonstrated experience advising C-level executives and crafting narratives that simplify complex technology into business value.
  • External Influence: Proven history of representing a company externally, such as speaking at major industry conferences or managing relationships with top-tier industry analysts.

 

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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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