Appian
Copy of Principal GTM Media Strategist
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Principal GTM Media Strategist
Our values of Intensity and Excellence define us at Appian. We set high standards and embrace them, ensuring every initiative we undertake reflects meticulous care and superior quality. Committed to ambition and accountability, we aim to accomplish challenging goals together.
About the Role
Appian is looking for a Principal GTM Media Strategist to drive transformation and scaling efforts within our Product Marketing and Solutions Marketing teams. This role will establish a Center of Excellence, focusing on designing, delivering, and optimizing digital and interactive content. You’ll help build an AI-native creative engine, accelerating asset delivery, expanding content diversity, and elevating the quality of customer-facing materials.
This is a highly strategic and hands-on role, teasing apart and reimagining creative workflows while simultaneously shaping, designing, and producing groundbreaking assets. Ideal for a player-coach who excels at setting scalable creative systems, operationalising generative AI for marketing, mentoring project teams, and safeguarding brand standards across all digital touchpoints.
Responsibilities
- Design and execute scalable operating models for video, interactive content, and high-impact digital assets, including interactive guides, calculators, comparison tools, and buyer enablement materials.
- Define and deploy AI-native creative workflows, enabling Product Marketing and Solutions Marketing to produce interactive assets efficiently without sacrificing brand consistency.
- Act as an internal expert on AI-driven creative delivery, digital asset trends, innovative layouts, and cutting-edge content production.
- Directly build, edit, and produce multimedia assets including videos, motion graphics, advanced digital layouts, and interactive content.
- Align GTM asset roadmaps with the end-to-end buyer journey across web, digital campaigns, sales enablement, and field activation.
- Develop and manage an external network of digital architects, production partners, and creative specialists, ensuring support and expediting asset delivery.
- Ensure self-served and localized AI-generated assets meet Appian’s brand standards, product messaging, and quality expectations.
- Mentor and advise the Product and Solutions Marketing teams, elevating their multimedia and interactive content strategies.
- Collaborate with Product, Marketing, and Sales leadership to translate complex technical product portfolios into compelling visual narratives, driving demand generation and sales velocity.
- Establish repevable creative systems, templates, and workflows, empowering teams to produce consistent, high-impact assets at scale.
- Ensure a balance between speed, creativity, accuracy, and brand integrity in both AI-tools and traditional creative processes.
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Success Metrics
- Quality, consistency, and scalability of Appian’s digital and interactive GTM assets.
- Adoption and effectiveness of AI-driven creative workflows across Product Marketing and Solutions Marketing.
- Speed and efficiency of multimedia asset delivery, maintaining high brand integrity and message quality.
- Impact of interactive content and storytelling on demand generation, buyer engagement, and sales enablement.
- Cross-functional alignment across Product, Marketing, Sales, Creative, and Enablement teams.
- Effectiveness of templates and systems that enable self-service production of high-quality assets.
- Ability to translate technical concepts into digestible, compelling visual stories for enterprise stakeholders.
Qualifications
Bulk of the role requires these must-have competencies:
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10–15+ years of senior-level experience across:
- Product Marketing
- Content Strategy
- Brand Building
- Creative Strategy
- Digital Media
- GTM Operational Leadership within B2B Technology
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Proficiency in Adobe Creative Cloud (Premiere Pro, After Effects, InDesign, Illustrator, Photoshop).
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Experience with modern digital layout, UI, and interactive content platforms.
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Operationalise generative AI tools, prompt engineering, and automation for content production.
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Proven ability to build scalable design systems and content frameworks.
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Expertise in translating complex technical concepts into engaging visual narratives.
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Experience bridging strategy to execution, from executive alignment to detailed asset delivery.
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Demonstrated cross-functional leadership with strong collaboration across:
- Product
- Marketing
- Sales
- Enablement
- Creative teams.
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Exceptional written, verbal, visual, and presentation skills.
A Bachelor’s degree in Marketing, Design, Communications, or a related technical field (or equivalent experience).
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Preferred Qualifications
- Interactive content creation for Enterprise SaaS, AI, Automation, Cloud, or Digital Transformation.
- Support for Product Marketing or Solutions Marketing groups.
- Building AI-centered creative workflows, engines, systems, or asset templates.
- Background in Video Production, Motion Graphics, Digital Storytelling, and Buyer Journey Strategy.
- Experience with creative vendors/freelance networks, small production groups or large-scale design resources.
- Creating GTM assets for Sales, Field Marketing, Demand Generation, and Executive audiences.
Compensation & Benefits
Salary Range
Base Salary Range: £75,000 - £175,000 per annum based on market standards, experience, skills, qualification evaluation, and internal equity factors.
Benefits Package
- Comprehensive benefits with health coverage, family-forming support, retirement/pension plans
- Employee Assistance Program (EAP) and mental health support
- Employee Stock Purchase Program (ESPP)
- Lifestyle allowance and tuition reimbursement
- Employee networks via 8 affinity groups focused on diversity and inclusion
- Continuous training, including departmental onboarding, mentorship, and our First-Friend Program and Appian University, providing specialized department training
- Leadership development programs and skills-based training opportunities
About Appian
Appian provides process automation technology, trusted by enterprises and governments worldwide. Recognised for its unmatched scalability and reliability, Appian’s platform has automated complex workflows for 25+ years, delivering efficiencies for global operations. For more information, visit appian.com ([Nasdaq: APPN]).
Equal Opportunity Employer
Appian welcomes talent from all walks of life and fosters a proactive environment where regular accommodations are provided to all applicants for job-related processes.
Interested candidates should reach out at ReasonableAccommodations@appian.com if they require accommodations for the application process.
We follow a policy of non-discrimination across race, colour, gender, religion, age, and disability. All qualified applicants are promised consideration for employment.
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