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.
Command the commercial narrative, orchestrate cross-functional launches, and drive market dominance for a major product category at the absolute forefront of the AI-Powered Process Automation landscape.
Location: McLean, VA | Work Model: On-site (5 days/week)
Note: In accordance with Appian's McLean headquarters policy for this search profile, this position is full-time on-site.
About the Team
The Product Marketing team at Appian sits at the strategic intersection of product innovation, corporate communications, and global sales execution. Our mission is to transform complex technological breakthroughs into clear, high-impact market positioning that demonstrates Appian's undisputed value in Enterprise-Grade Orchestration. We build the foundational go-to-market strategies, campaign architectures, and competitive narratives that enable our global salesforce to win multi-million-dollar enterprise accounts.
The Opportunity
As a Senior Solutions Marketing Lead for Risk, Compliance & Legal, you will serve as a senior individual contributor and strategic commercial leader with ownership of the solutions-selling motion for one of Appian’s priority domains.You will define the market narrative, buyer problems, messaging, personas, priority use cases, and field plays that help Chief Risk Officers, Chief Compliance Officers, Chief Legal Officers, General Counsel, and other domain leaders understand how Appian can address their most critical operational challenges.
You will translate buyer, customer, market, and competitive insights into a repeatable go-to-market strategy spanning positioning, buyer journey content, campaign inputs, customer proof, thought leadership, and sales enablement. During your first year, success will include delivering the foundational GTM strategy and asset roadmap, activating a cross-functional domain team, and driving measurable adoption across Sales, Field, and partner organizations.
What You’ll Do
- Own the Domain GTM Strategy: Define the Risk, Compliance & Legal positioning, messaging hierarchy, segmentation, buyer personas, priority use cases, proof points, and broader go-to-market narrative.
- Build Persona-First Frameworks: Develop buyer and champion frameworks for Chief Risk Officers, Chief Compliance Officers, Chief Legal Officers, General Counsel, and leaders across Legal Operations, Internal Audit, Privacy, Regulatory Affairs, Enterprise Risk, and Government Acquisition and Contracting.
- Translate Capabilities Into Business Value: Map Appian’s platform capabilities to high-value domain challenges, including regulatory change management, policy and controls management, audit remediation, third-party risk, investigations, legal intake, matter workflows, contract processes, and compliance case management.
- Lead Cross-Functional Domain Strategy: Establish and lead a cross-functional domain team spanning Product, Sales, Solution Consulting, Customer Success, Field Marketing, Sales Enablement, Analyst Relations, partners, and subject matter experts.
- Build the Foundational Asset Roadmap: Create the message house, persona guide, use case matrix, buyer journey content map, solution brief, website copy, webinars, blogs, customer proof plan, and analyst inputs required to activate the domain strategy.
- Equip the Global Field: Develop executive point-of-view materials, prospecting cadences, talk tracks, discovery and qualification guides, use case and demo mapping, objection handling, business case tools, value maps, and decision validation kits.
- Activate Buyer Journeys: Partner with campaign and digital teams to build high-conversion buyer journeys, improve content operations, reduce asset clutter, and ensure priority content is current, reusable, measurable, and easy to find.
- Create Field Feedback Loops: Use QBRs, win/loss reviews, sales calls, customer story mining, and objection tracking to continuously refine the domain narrative and sales plays.
- Apply AI and Automation: Use approved AI and automation workflows to accelerate copy, design, video, enablement, training, and domain-specific LLM and Notebook development while maintaining quality and governance.
- Measure Commercial Impact: Track SME committee activation, messaging adoption, asset completion and coverage, content engagement, sales readiness, LLM usage, pipeline influence, and conversion impact.
Required Qualifications
- Education: Bachelor’s degree in Marketing, Business, Communications, Legal Studies, Public Policy, Government, Risk Management, or a related field.
- Experience: 8+ years of experience in B2B product marketing, solutions marketing, industry marketing, or go-to-market strategy, preferably within enterprise SaaS, platform technology, process automation, legal technology, GRC, risk, compliance, audit, regulatory operations, government technology, public-sector solutions, government acquisition, or adjacent domains.
- Domain Expertise: Demonstrated fluency in one or more areas of risk, compliance, legal operations, regulatory operations, audit, privacy, third-party risk, investigations, policy management, matter management, contract management, GRC, government acquisition, public procurement, or government contracting.
- Strategic Messaging: Proven ability to translate complex enterprise buyer challenges into clear positioning, messaging, personas, use cases, narratives, and scalable sales plays.
- Sales Enablement: Strong experience developing pitch decks, executive POVs, persona guides, discovery guides, talk tracks, objection handling, demo and use case mapping, business case tools, and sales training.
- Buyer Journey Content: Experience creating solution briefs, web pages, blogs, webinars, whitepapers, customer proof, analyst inputs, thought leadership, and campaign-ready assets.
- Cross-Functional Leadership: Demonstrated ability to align Product, Sales, Solution Consulting, Customer Success, Field Marketing, Analyst Relations, partners, and executive stakeholders.
- AI Fluency: Demonstrated ability to apply AI tools in day-to-day work to improve speed, quality, and impact.
- Change Leadership: Proven ability to challenge existing approaches, build alignment, and drive adoption across teams.
- Executive Communication: Excellent writing, storytelling, and executive communication skills, with the ability to create crisp, buyer-relevant content from ambiguous inputs.
- Analytical Capability: Experience defining KPIs, measuring content and enablement impact, gathering field feedback, and using data to prioritize work.
- Builder Mentality: Comfort operating with high ownership, urgency, collaboration, and a bias toward developing reusable frameworks that scale across teams.
Preferred Qualifications
- Master of Business Administration (MBA) degree.
- Proven history of representing a software company externally, including speaking engagements at major industry conferences or managing relationships with top-tier industry analysts.
- We value experience with enterprise platforms such as Salesforce or ServiceNow, as these skills translate well into our Enterprise-Grade Orchestration environment.
#SaaS #SolutionsMarketing #GTMStrategy #RiskManagement #Compliance #LegalOperations #EnterpriseSoftware #ProcessAutomation
#LI-MB1
The base salary range represents a good faith and reasonable estimate of the range at the time of posting. Actual compensation will be dependent on a number of factors including, but not limited to, the candidate’s relevant work experience, qualifications, internal peer equity, and market and business conditions that exist when extending an offer. A discretionary bonus may be awarded in recognition of individual and company performance.
In addition, Appian provides generous benefits offerings that include a 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, and learning and development resources. Certain positions may be eligible for equity awards.
Pay and benefits are subject to change at any time, consistent with the terms of any applicable compensation, commission, bonus, or benefit plans.
Base Salary Range
$125,000—$250,000 USD
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.
Benefits
Appian offers a comprehensive benefits package designed to support your health, wellbeing, and financial future. Benefits may include health coverage, Employee Assistance Program (EAP) with free mental health support, life and disability insurance, an Employee Stock Purchase Program (ESPP), a retirement/pension plan, wellness dollars, tuition reimbursement, family-forming benefits and more. Benefits vary by country—please ask your Talent Acquisition contact for details specific to the location you are applying to.
About Appian
Appian provides AI automation for mission-critical work. We automate complex processes in large enterprises and governments. Our platform is known for its unique reliability and scale. We’ve been automating processes for more than 25 years and understand enterprise operations like no one else. For more information, visit appian.com. [Nasdaq: APPN]
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