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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.
Job Responsibility:
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
Requirements:
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
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: 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
Nice to have:
MBA is strongly preferred
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
What we offer:
401(k) plan with company match
flexible time off
paid parental leave
medical, dental, and vision plans
life insurance
disability insurance
wellness programs
flexible spending accounts
health savings account contributions
an employee referral bonus program
learning and development resources
Certain positions may be eligible for equity awards
Employee Assistance Program (EAP) with free mental health support