Principal GTM Media Strategist

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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