Industry Strategy Lead, Marketing - Insurance

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.

• 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.

• 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.

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