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VP of Marketing, Demand Generation

Reston

VP of Marketing, Demand Generation

Reston | Virginia | United States

We are seeking a strong, experienced marketing leader to manage demand generation for Appian. Appian is a high-growth, fast-moving environment, and the ideal candidate as a result must be able to adapt and thrive in conditions of constant change. In fact, the ideal candidate should show a strong history of being a change driver and innovator in previous roles. Responsibilities include management of Appian’s digital marketing team, marketing campaign management, the brand and creative team, and marketing operations.

Responsibilities

  • Overall responsibility for success of all digital marketing programs within the company.
    • Plan and execute all web, SEO/SEM, marketing database, email, social media and display advertising campaigns.
    • Manage and optimize social media presence.
    • Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs).
    • Plan, execute, and measure experiments and conversion tests.
    • Instrument conversion points and optimize user funnels.
  • Manage in-house creative and video team. Build strong brand and creative consistency into all output. Operate group as a shared service, interfacing with constituencies inside of marketing as well as other parts of the organization, such as recruiting, sales, and professional services.
  • Manage marketing operations and ensure marketing systems are in place and working to enable effective collaboration and visibility across the department, as well as supporting demand generation initiatives.
  • Work closely with content team and content operations to ensure quality content is available for all demand generation programs, supporting each stage of the buyer journey for targeted personas.
  • Identify trends and insights, and optimize spend and performance based on insights.
  • Brainstorm new and creative growth strategies.
  • Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points.
  • Collaborate with agencies and other vendor partners.
  • Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate.

Requirements

  • BS/MS degree in marketing or a related field
  • Proven working experience in digital marketing, campaigns, and other related aspects of marketing.
  • Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns
  • Strong written and verbal communication skills
  • Highly creative with experience in identifying target audiences and devising campaigns that engage, inform and motivate
  • Experience in optimizing landing pages and user funnels
  • Experience with A/B and multivariate experiments
  • Good creative sense and brand vision
  • Solid knowledge of analytics tools (e.g., Google Analytics, SiteImprove, Tableau)
  • Strong analytical skills and data-driven thinking
  • Up-to-date with the latest trends and best practices in online marketing and measurement

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