Senior Solutions Marketing Lead

Appian • McLean, VA

7d • Onsite

About The Position

Appian is seeking a Senior Solutions Marketing Lead for Risk, Compliance & Legal to command the commercial narrative, orchestrate cross-functional launches, and drive market dominance for a major product category in the AI-Powered Process Automation landscape. This role is a senior individual contributor and strategic commercial leader responsible for the solutions-selling motion within this priority domain. The lead will define the market narrative, buyer problems, messaging, personas, priority use cases, and field plays to help domain leaders understand how Appian can address their critical operational challenges. This involves translating buyer, customer, market, and competitive insights into a repeatable go-to-market strategy covering positioning, buyer journey content, campaign inputs, customer proof, thought leadership, and sales enablement. Success in the first year includes delivering the foundational GTM strategy and asset roadmap, activating a cross-functional domain team, and driving measurable adoption across Sales, Field, and partner organizations.

Requirements

• Bachelor’s degree in Marketing, Business, Communications, Legal Studies, Public Policy, Government, Risk Management, or a related field.
• 8+ years of experience in B2B product marketing, solutions marketing, industry marketing, or go-to-market strategy, preferably within enterprise SaaS, platform technology, process automation, legal technology, GRC, risk, compliance, audit, regulatory operations, government technology, public-sector solutions, government acquisition, or adjacent domains.
• Demonstrated fluency in one or more areas of risk, compliance, legal operations, regulatory operations, audit, privacy, third-party risk, investigations, policy management, matter management, contract management, GRC, government acquisition, public procurement, or government contracting.
• Proven ability to translate complex enterprise buyer challenges into clear positioning, messaging, personas, use cases, narratives, and scalable sales plays.
• Strong experience developing pitch decks, executive POVs, persona guides, discovery guides, talk tracks, objection handling, demo and use case mapping, business case tools, and sales training.
• Experience creating solution briefs, web pages, blogs, webinars, whitepapers, customer proof, analyst inputs, thought leadership, and campaign-ready assets.
• Demonstrated ability to align Product, Sales, Solution Consulting, Customer Success, Field Marketing, Analyst Relations, partners, and executive stakeholders.
• Demonstrated ability to apply AI tools in day-to-day work to improve speed, quality, and impact.
• Proven ability to challenge existing approaches, build alignment, and drive adoption across teams.
• Excellent writing, storytelling, and executive communication skills, with the ability to create crisp, buyer-relevant content from ambiguous inputs.
• Experience defining KPIs, measuring content and enablement impact, gathering field feedback, and using data to prioritize work.
• Comfort operating with high ownership, urgency, collaboration, and a bias toward developing reusable frameworks that scale across teams.

Nice To Haves

• Master of Business Administration (MBA) degree.
• Proven history of representing a software company externally, including speaking engagements at major industry conferences or managing relationships with top-tier industry analysts.
• Experience with enterprise platforms such as Salesforce or ServiceNow.

Responsibilities

• Own the Domain GTM Strategy: Define the Risk, Compliance & Legal positioning, messaging hierarchy, segmentation, buyer personas, priority use cases, proof points, and broader go-to-market narrative.
• Build Persona-First Frameworks: Develop buyer and champion frameworks for Chief Risk Officers, Chief Compliance Officers, Chief Legal Officers, General Counsel, and leaders across Legal Operations, Internal Audit, Privacy, Regulatory Affairs, Enterprise Risk, and Government Acquisition and Contracting.
• Translate Capabilities Into Business Value: Map Appian’s platform capabilities to high-value domain challenges, including regulatory change management, policy and controls management, audit remediation, third-party risk, investigations, legal intake, matter workflows, contract processes, and compliance case management.
• Lead Cross-Functional Domain Strategy: Establish and lead a cross-functional domain team spanning Product, Sales, Solution Consulting, Customer Success, Field Marketing, Sales Enablement, Analyst Relations, partners, and subject matter experts.
• Build the Foundational Asset Roadmap: Create the message house, persona guide, use case matrix, buyer journey content map, solution brief, website copy, webinars, blogs, customer proof plan, and analyst inputs required to activate the domain strategy.
• Equip the Global Field: Develop executive point-of-view materials, prospecting cadences, talk tracks, discovery and qualification guides, use case and demo mapping, objection handling, business case tools, value maps, and decision validation kits.
• Activate Buyer Journeys: Partner with campaign and digital teams to build high-conversion buyer journeys, improve content operations, reduce asset clutter, and ensure priority content is current, reusable, measurable, and easy to find.
• Create Field Feedback Loops: Use QBRs, win/loss reviews, sales calls, customer story mining, and objection tracking to continuously refine the domain narrative and sales plays.
• Apply AI and Automation: Use approved AI and automation workflows to accelerate copy, design, video, enablement, training, and domain-specific LLM and Notebook development while maintaining quality and governance.
• Measure Commercial Impact: Track SME committee activation, messaging adoption, asset completion and coverage, content engagement, sales readiness, LLM usage, pipeline influence, and conversion impact.

Benefits

• 401(k) plan with company match
• flexible time off
• paid parental leave
• medical, dental, and vision plans
• life insurance
• disability insurance
• wellness programs
• flexible spending accounts
• health savings account contributions
• employee referral bonus program
• learning and development resources
• Employee Assistance Program (EAP) with free mental health support
• Employee Stock Purchase Program (ESPP)
• retirement/pension plan
• wellness dollars
• tuition reimbursement
• family-forming benefits

What This Job Offers

• Job Type: Full-time
• Career Level: Senior