Principal, AI GTM Excellence Leader

Appian Corporation•McLean, VA

About The Position

Appian is seeking a visionary Principal, AI GTM Excellence Leader reporting to the VP of Product Marketing, to transform and scale how our Product and Solution Marketing organization creates, delivers, and optimizes content. This highly visible role will act as a centralized Center of Excellence, leading the adoption of AI, scalable video, and innovative content strategies across the GTM organization. This role is both strategic and hands-on. You will not only define the strategy, but also actively design, edit, and produce high-impact assets, including videos, animations, digital layouts, self-service content tools, and AI-enabled templates. The ideal candidate blends product marketing, content strategy, creative execution, AI fluency, and GTM operational scale.

Requirements

10–15+ years of senior-level experience in product marketing, content strategy, brand building, GTM leadership, or related roles.
Demonstrated experience driving digital innovation, operational scale, and content transformation within a B2B or enterprise technology environment.
Advanced, hands-on proficiency with creative technologies, including Adobe Creative Cloud tools such as Premiere Pro, After Effects, InDesign, Illustrator, and Photoshop.
Experience with modern digital layout, UI, content production, or creative workflow platforms.
Proven ability to combine strategic vision with hands-on execution across content creation, digital ecosystems, analytics, AI-driven workflows, and campaign execution.
Experience building global messaging, content, or design systems that translate complex technical product portfolios into cohesive stories across multiple channels.
Deep practical understanding of AI tools, generative workflows, and content automation platforms, with the ability to operationalize them for marketing teams.
Strong cross-functional leadership skills, with experience aligning Product, Marketing, Sales, and GTM teams around a shared narrative and scalable content architecture.
Strong eye for content layout, visual effectiveness, video production, and how B2B audiences consume content across different stages of the buyer journey.
Hands-on leadership approach with the ability to break down silos, mentor teams, and set a high bar for creative and strategic execution.

Responsibilities

Lead the integration of AI-driven workflows across the PMM organization to improve productivity and expand the variety and volume of content outputs.
Pioneer new strategies and operating models to scale video production and other high-impact digital assets.
Build and deploy AI-enabled self-service content tools and templates that empower marketing, sales, and field teams while maintaining brand and messaging guardrails.
Monitor emerging AI, content, and creative technology trends, and guide Product Marketing and Content teams on how to adopt them effectively.
Actively create, edit, and produce top-tier deliverables, including videos, motion graphics, animations, and sophisticated digital layouts.
Ensure content supports the full buyer journey, from web and digital campaigns to sales progression and closed-won opportunities.
Develop and manage a scalable global network of content architects and production leaders who can translate complex product portfolios into clear, compelling stories and assets.
Ensure AI-generated, self-served, and custom-built content aligns with Appian’s brand voice, messaging, and strategic positioning.
Guide teams on the most effective layouts, formats, and delivery mechanisms to maximize audience engagement and market impact.
Serve as a hands-on mentor, strategic advisor, and centralized resource across the PMM organization.
Partner closely with product, marketing, and sales leadership to align teams around a shared GTM framework.
Turn high-level strategy into measurable market impact, demand generation, and sales engagement.