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Appian is seeking a highly organized and cross-functional Launch Manager to drive the planning, coordination, and execution of both product launches and strategic go-to-market initiatives across the business. This role serves as the central orchestrator of marketing activities across Product and Solutions Marketing, Field Marketing, Digital Marketing, and Communications. The Launch Manager will ensure segment-specific strategies, regional plans, and business initiatives are unified into a cohesive, insight-driven go-to-market execution plan. This role goes beyond traditional product launches, owning the rollout of key business initiatives such as new solutions, market expansions, pricing and packaging updates, and GTM transformations. While we would prefer this role to be based out of our HQ in McLean, VA, we will evaluate qualified remote candidates. Regardless of location, working hours will be Eastern Time to align with core Marketing and Product Management teams.
Job Responsibility:
Own the end-to-end launch strategy and execution for new product and services releases, solution launches, and strategic initiatives such as new GTM motions, pricing and packaging updates, domain expansion, and rebranding efforts
Establish a consistent launch framework that can scale across both product and non-product initiatives
Define launch tiers, success criteria, and governance models based on initiative complexity, business impact, and cross-functional dependencies
Consolidate segment plans from Product Marketing and Solutions Marketing into a unified launch plan
Integrate global launch strategy with regional execution plans in partnership with Field Marketing
Act as the primary liaison between Marketing and the Product Launch team within Product Management
Partner with Field Marketing to align launches with regional plans, targets, market dynamics, localization needs, and activation strategies
Coordinate across key stakeholders, including Product and Solutions Marketing, Field Marketing, Digital Marketing, Marketing Operations, Communications, and Product Launch
Build and maintain comprehensive launch plans, timelines, dependency trackers, and readiness plans
Run launch governance, including regular cross-functional syncs, executive updates, readiness reviews, and risk mitigation discussions
Identify risks, dependencies, and gaps, and proactively drive resolution to keep launches on track
Drive end-to-end readiness across all channels and regions, ensuring consistent execution while allowing for regional flexibility
Define and track KPIs for product launches and strategic initiatives
Build and deliver performance reporting using tools such as Marketo, Tableau, and Salesforce
Analyze launch performance across segments, regions, campaigns, and pipeline contribution
Provide actionable insights to Product Marketing and Solutions Marketing leads on segment performance, geographic trends, initiative effectiveness, pipeline contribution, and conversion trends
Partner with Field Marketing to evaluate regional performance against targets and optimize future execution
Lead post-launch and post-initiative retrospectives to identify opportunities to improve launch processes, cross-functional alignment, regional activation, and measurement frameworks
Build scalable best practices for repeatable, high-impact launches and strategic initiative rollouts
Requirements:
7–12 years of experience in product marketing, program management, launch management, go-to-market operations, or related GTM leadership roles
Experience managing both product launches and cross-functional business initiatives or transformations
Strong experience working with Field Marketing in a global organization
Hands-on experience with marketing automation and analytics tools, such as Marketo, Tableau, and Salesforce
Exceptional program and portfolio management skills, with the ability to manage multiple concurrent launches and initiatives
Strong cross-functional collaboration and influencing skills
Ability to synthesize complex inputs into clear, actionable plans
Analytical mindset with strong reporting and insight-generation capabilities
Experience connecting strategy to execution to performance measurement
Excellent communication and stakeholder management skills
Ability to operate effectively in fast-paced, evolving environments
What we offer:
health coverage
Employee Assistance Program (EAP) with free mental health support