Principal GTM Media Strategist

Job Description

Job Description

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.

Appian is seeking a Principal GTM Media Strategist to help transform and scale how our Product Marketing and Solutions Marketing organization creates, delivers, and optimizes digital and interactive content. This role will operate as a centralized Center of Excellence, building an AI-native creative engine that accelerates asset delivery, expands content variety, and raises the quality of market-facing GTM materials.

This is a highly strategic, hands-on role for someone who can define the overarching interactive media strategy while also rolling up their sleeves to design, edit, and produce high-impact assets. The ideal candidate is a player-coach who can establish scalable creative workflows, operationalize generative AI tools, mentor marketing teams, and safeguard Appian's brand integrity across every asset.

In this role, you will:

• 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 that enable the broader Product Marketing and Solutions Marketing teams to create interactive assets more efficiently while maintaining strong brand governance.
• Serve as an internal expert on AI-enabled creative delivery, digital asset trends, innovative layouts, and modern content production practices.
• Directly build, edit, and produce high-quality multimedia deliverables, including videos, motion graphics, advanced digital layouts, and interactive content.
• Align the multimedia asset roadmap to the end-to-end buyer journey across web, digital campaigns, sales enablement, and field activation.
• Build and manage a scalable external network of digital architects, production partners, and creative specialists to support faster execution and reduce delivery bottlenecks.
• Ensure localized, self-served, and AI-generated assets align with Appian's brand standards, product portfolio messaging, and quality expectations.
• Act as a hands-on mentor and central advisor across the Product Marketing and Solutions Marketing teams, helping elevate design, multimedia, and interactive content capabilities.
• Partner with Product, Marketing, and Sales leadership to translate complex technical portfolios into cohesive visual narratives that support demand generation and sales velocity.
• Establish repeatable creative systems, templates, standards, and workflows that make it easier for teams to create consistent, high-impact GTM assets at scale.
• Balance speed, creativity, accuracy, and brand integrity across AI-assisted asset production and traditional creative workflows.

Success in this role will be measured by:

• Quality, consistency, and scalability of Appian's digital and interactive GTM assets.
• Adoption and effectiveness of AI-native creative workflows across Product Marketing and Solutions Marketing.
• Speed and efficiency of multimedia asset delivery without sacrificing brand integrity or message quality.
• Impact of interactive content, video, and visual storytelling on demand generation, buyer engagement, and sales enablement.
• Strength of cross-functional alignment across Product, Marketing, Sales, Creative, and Enablement teams.
• Effectiveness of templates, systems, and operating models that allow teams to self-serve high-quality assets.
• Ability to translate complex technical concepts into simple, compelling visual stories for enterprise audiences.

Qualifications:

• 10–15+ years of senior-level experience across product marketing, content strategy, brand building, creative strategy, digital media, or GTM operational leadership within B2B technology.
• Expert hands-on proficiency with Adobe Creative Cloud, including Premiere Pro, After Effects, InDesign, Illustrator, and Photoshop.
• Strong experience with modern digital layout, UI, and interactive content platforms.
• Practical experience operationalizing generative AI tools, prompt engineering, and automated asset creation workflows for marketing teams.
• Proven ability to build scalable design systems, creative operating models, or content production frameworks.
• Strong understanding of how to translate complex technical products into simple, compelling visual narratives.
• Demonstrated ability to operate as both a strategic advisor and hands-on producer, moving from executive alignment to detailed asset execution.
• Strong cross-functional leadership skills, with experience partnering across Product, Marketing, Sales, Enablement, and Creative teams.
• Excellent written, verbal, visual, and presentation skills.
• Bachelor's degree in Marketing, Design, Communications, a related technical field, or equivalent practical experience.

Preferred Qualifications:

• Experience creating interactive content for enterprise software, SaaS, AI, automation, cloud, or digital transformation audiences.
• Experience supporting Product Marketing or Solutions Marketing organizations.
• Experience building AI-enabled creative systems, content engines, design templates, or self-service asset creation workflows.
• Strong background in video production, motion graphics, digital storytelling, and buyer journey content strategy.
• Experience managing external creative vendors, freelance production networks, or distributed design resources.
• Experience developing GTM assets for Sales, Field Marketing, Demand Generation, and Executive audiences.
• Ability to balance creative ambition with brand consistency, operational discipline, and measurable business impact.

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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

$150,000—$300,000 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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Appian is an equal opportunity employer that strives to attract and retain the best talent. All qualified applicants will receive consideration for employment without regard to any characteristic protected by applicable federal, state, or local law.

Appian provides reasonable accommodations to applicants in accordance with all applicable laws. If you need a reasonable accommodation for any part of the employment process, please contact us by email at View email address on ziprecruiter.com. Please note that only inquiries concerning a request for reasonable accommodation will be responded to from this email address.

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