Senior Manager, Field Marketing

McLean, Virginia | Work Model: Headquarters | This role is based at Appian's headquarters in McLean, Virginia, supporting enterprise field marketing initiatives.

Lead go-to-market field marketing strategy, sales partnership, and program execution for our enterprise business in North America to generate and accelerate pipeline, while guiding and mentoring high-performing field marketing team members.

ABOUT THE TEAM

The Field Marketing team sits at the strategic intersection of regional sales partnership, integrated campaign marketing, and account-based strategy. This team drives high-impact field initiatives across the entire buyer journey to generate net-new opportunities and accelerate existing pipeline. As a critical growth engine for Appian's AI-Powered Process Automation platform, the team combines deep territory expertise with data-driven campaign orchestration to fuel enterprise expansion.

THE OPPORTUNITY

Appian is scaling its enterprise presence across strategic markets, and this role sits at the center of that growth trajectory. This is a rare opportunity to drive measurable business impact, influence go-to-market strategy, and develop marketing talent within a company redefining enterprise automation with AI-powered innovation. As Senior Manager, Field Marketing, reporting to the Sr. Director, Demand Generation, you will serve as a marketing leader and team mentor for our field marketing team. 

You will lead go-to-market strategy, resource allocation, analytics, and integrated program execution across your region, partnering directly with sales leadership to build high-impact marketing engines that drive pipeline and revenue. This includes designing, planning, and executing a rich, end-to-end portfolio of integrated, cross-regional field marketing programs—including regional/industry conferences, roadshows, workshops, regional seminars, and executive roundtables—ensuring high-quality experiences that generate demand and accelerate pipeline.

WHAT YOU'LL DO

• Architect and own the holistic Field Marketing strategy for your region, translating revenue targets into actionable, high-ROI field plans that generate net-new leads and accelerate pipeline velocity across target accounts.
• Build strategic alignment with sales leaders as a dedicated marketing partner, co-developing market coverage plans, territory priorities, and account engagement strategies.
• Direct, guide, and coach a team of field marketers, providing performance feedback and career development while establishing best practices for territory planning, campaign execution, and sales collaboration.
• Oversee multi-touch field marketing campaigns, account-based marketing (ABM) frameworks, executive programming, and high-touch customer engagement initiatives across key enterprise accounts.
• Develop scalable program kits, planning templates, campaign playbooks, and standardized execution processes to enable consistent, efficient, and repeatable field execution across the entire team.
• Partner with Marketing Operations to establish measurement and reporting frameworks to measure pipeline velocity, lead progression, and campaign ROI, using data insights to continuously refine field tactics.
• Manage the regional field marketing budget, overseeing purchase orders and vendor contracts while optimizing spend for maximum ROI.
• Serve as a strategic bridge aligning field initiatives with Product Marketing, Corporate Campaigns, Partner Marketing, and Revenue Operations.

REQUIRED QUALIFICATIONS

• Education: Hold a Bachelor's degree in Marketing, Business Administration, Communications, or a related field.
• Experience: 8+ years of experience in field marketing, integrated campaign management, or demand generation within a B2B enterprise software environment.
• Leadership: Demonstrated experience managing or leading team members directly or indirectly (e.g., leading campaign pods, directing agency partners/vendors, managing cross-functional project teams, or formally mentoring junior marketers).
• Sales Partnership: Proven track record of strategic partnership with sales leadership to co-develop territory plans, support sales execution, and accelerate enterprise pipeline.
• Analytics Capabilities: Strong analytics, tracking, and reporting skills with demonstrated expertise in pipeline attribution and ROI measurement.
• Campaign Management: Experience leading regional budgets, multi-touch campaigns, executive roundtables, and account-based marketing frameworks that drive measurable business outcomes.
• Technology Proficiency: Advanced proficiency with Salesforce, Marketo, and Cvent or similar marketing automation and event management platforms.
• Strategic Communication: Exceptional strategic thinking, cross-functional leadership, and communication skills with the ability to influence stakeholders at all levels.
• Travel Flexibility: Ability to travel 20-25% to support regional events, sales meetings, and field activations.

PREFERRED QUALIFICATIONS

• People Management: Direct people management experience with formal authority over hiring, performance appraisals, and career development of marketing team members.
• Industry Expertise: Prior experience marketing to enterprise accounts within hyper-growth SaaS, business process automation, AI-Powered Process Automation platforms, or enterprise application software.
• Vertical Knowledge: Experience driving field marketing strategies within specific industry verticals, such as Financial Services and Insurance.
• We value experience with enterprise platforms as these skills translate well into our Enterprise-Grade Orchestration environment.

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