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Industry Strategy Lead, Marketing - Insurance

  • McLean, Virginia
  • Marketing
  • Added


Here at Appian, our core values of Respect, Work to Impact, Ambition, and Constructive Dissent & Resolution define who we are. In short, this means we constantly seek to understand the best for our customers, we go beyond completion in our work, we strive for excellence with intensity, and we embrace candid communication. These values guide our actions and shape our culture every day.  When you join Appian, you'll be part of a passionate team that's dedicated to accomplishing hard things.

Appian is actively seeking an Industry Strategy Marketing Lead to drive marketing strategy and program execution for Insurance, one of our fastest-growing market segments. This person will partner with Sales, Marketing, Product Management, Customer Success, and other GTM functions to drive awareness and demand for the Appian AI process automation platform and related solutions in Insurance and its sub-markets. This person will create holistic industry marketing strategy plans, coordinate across departments to execute those plans, and measure and report on program effectiveness against pipeline and revenue goals.

Responsibilities and Skills:

  • Develop an in-depth understanding of customer needs within the Insurance segment; monitor industry trends, and understand buyer personas and foundational market messages. 
  • Partner with our Insurance Subject Matter Experts (SMEs) to craft and tell a story about the unique value Appian delivers for the Insurance industry.
  • Define a global marketing strategy for capturing the mindshare of our target buyers within the Insurance segment.
  • Define tactics for generating awareness and high-quality leads for the Sales team; work with Digital Marketing, Events, and Field Marketing teams to coordinate, execute, and amplify pipeline-generating programs.
  • Apply rigor, discipline, and an analytical mindset to program measurement against pipeline and revenue goals; optimize program delivery for maximum impact.

Collaborate across GTM functions—Sales, Marketing, Product Management, and Customer Success—and act as the central point of contact to drive stakeholder buy-in and ensure the success of all GTM/Marketing efforts for Insurance.

  • Support product launch and sales enablement efforts by helping to create positioning and messaging documents, sales presentations, solution briefs, and other product collateral.


  • 7-10 years of industry marketing or marketing management experience in B2B SaaS environments; prior Insurance experience strongly preferred.
  • A proven track record of developing strategies and tactics to drive brand awareness and demand generation within specific target segments or verticals.
  • Excellent writing skills, including the ability to express technical concepts in the form of crisp, value-based messages.
  • An analytical mindset and the ability to use data to inform program planning, execution, and optimization.
  • An ability to operate as a strong cross-departmental leader to set vision and direction, drive toward action and follow-through, and hold key stakeholders accountable.
  • Demonstrated ability to work across functions, be a team player and thrive in a highly collaborative and matrixed environment.
  • Experience with related technologies, including business process management (BPM), robotic process automation (RPA), artificial intelligence (AI), case management, CRM, Platform-as-a-Service (PaaS), and enterprise mobile — as well as Insurance-specific systems such as policy administration, claims, and underwriting — a plus.
  • BA/BS degree or equivalent in a relevant discipline.

Tools and Resource 

  • 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.

About Appian

Appian is a software company that automates business processes. The Appian AI-Powered Process Platform includes everything you need to design, automate, and optimize even the most complex processes, from start to finish. The world's most innovative organizations trust Appian to improve their workflows, unify data, and optimize operations—resulting in better growth and superior customer experiences. For more information, visit . [Nasdaq: APPN]

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Appian Corporation is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to sex, gender identity, sexual orientation, race, color, religion, national origin, disability, protected Veteran status, age, genetic information, or any other characteristic protected by law. Further, Appian will not discriminate against applicants for inquiring about, discussing or disclosing their pay or, in certain circumstances, the pay of their co‐worker, Pay Transparency Nondiscrimination . Appian provides reasonable accommodations to applicants and employees in accordance with all applicable laws .

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