Senior Field Marketing Manager

As the Senior Field Marketing Manager for the UKI at Appian, you will lead demand generation initiatives across the region. Reporting to the Director of Field Marketing, UKI your role will focus on driving business growth through strategic planning, execution, and optimisation of industry-wide, industry-specific, and account-based marketing campaigns.

Your efforts will aim to generate demand, expand market share, and strengthen engagement within key industries and priority accounts in the region. Design and execute scalable GTM programs including executive events, regional campaigns, and support partner-led initiatives, where required tailored to local markets.

You’ll be results driven and will work in close collaboration with the extended Appian Marketing team, plus other departmental stakeholders to ensure that Marketing efforts align with overall business objectives. You will oversee regional budget allocation, investment prioritization, and ROI accountability across field programs.

This role requires a good understanding of the best marketing practices and trends, plus the ability to be hands-on whenever necessary to get work done.
 

Key Responsibilities:

• Develop and execute comprehensive demand generation programs tailored to the key industries and priority accounts within the region, aligned with overall business objectives and revenue targets.

• Create and implement account specific marketing plans in collaboration with account teams.

• Lead campaign execution across various channels, including events, content marketing, email marketing, and growth account marketing targeting specific accounts.

• Partner closely with Sales leadership to align Marketing and Sales initiatives, optimise lead management processes, and accelerate pipeline and revenue growth.

• Utilize data-driven insights and analytics to track campaign performance, measure ROI, and continuously optimise marketing programs to maximise impact, efficiency, and business outcomes.

• Help identify and prioritise key buying personas and target accounts, tailoring messaging and content to maximise relevance, engagement, and conversion opportunities.

• Collaborate with cross-functional teams, including Partner Marketing, Digital Marketing, PR & Comms, and Customer Marketing to combine integrated marketing efforts in the best possible way.

• Stay abreast of industry trends, the competitive landscape, and customer insights to shape marketing strategies and uncover new opportunities for growth and differentiation.
   

Qualifications:

• Bachelor’s degree in Marketing, Business Administration, or a related area.

• Minimum of 6 years of experience in B2B marketing, with a focus on demand generation, preferably in the enterprise software or technology industry.

• Proven track record of developing and executing demand generation strategies that drive pipeline growth and revenue across key industries, including Manufacturing, Telecommunications, Travel & Transport, Energy & Utilities, Life Sciences, Retail, and the Public Sector.

• Account Based Marketing experience.

• Strong personal and cross-functional team leadership skills.

• Ability to mentor and support junior team members, fostering their technical and professional development.

• Good analytical abilities, with proficiency in marketing analytics tools and platforms to track and measure campaign performance.

• Excellent communication, collaboration, and stakeholder management skills.

• Strategic thinker with the ability to translate market insights into actionable marketing plans.

• Self-motivated and results-oriented, with a passion for driving business impact and exceeding targets.