Reporting to the Director of Inbound Marketing, the Performance Marketing Lead will own Appian's global paid media ecosystem and conversion performance strategy. This role will set the vision for how paid search, paid social, and programmatic channels drive high‑quality pipeline, while managing an external paid media agency for day‑to‑day execution and holding them accountable to performance and delivery.
Responsibilities
- Lead the global strategy for paid search, paid social (LinkedIn, Meta, etc.), and display/programmatic to drive pipeline and ROI.
- Manage the external paid media agency as the primary point of contact, ensuring quality execution and accountability to targets.
- Own budget strategy and optimization approach, including investment planning and bid strategy direction with the agency.
- Drive CRO and experimentation; partner with web and content teams to optimize the post‑click experience, improve conversion rates, and reduce funnel friction.
- Establish a consistent A/B testing program across creative, copy, audiences, and landing experiences to improve engagement and performance.
- Partner with Global Campaign Managers to align performance programs to campaign themes, offers, and business objectives.
- Build a regular cadence with regional field marketing and sales leadership to share performance insights, regional opportunities, and recommended optimizations.
- Share learnings from message and creative testing with Product Marketing and Brand to influence future positioning, creative themes, and audience strategy.
Qualifications
- Bachelor's degree in Marketing, Business, Communications, or related field.
- 7+ years of performance marketing/digital advertising experience with deep B2B tech exposure.
- Strong strategic command of the B2B buyer journey and performance channels (Google Ads, LinkedIn, programmatic).
- Proven experience managing external agencies and driving measurable outcomes through accountability and clear KPIs.
- Experience operating in global, matrixed organizations, with the ability to tailor strategy across regions including EMEA and APJ.
- Clear, compelling communicator who can translate data into decisions and influence senior stakeholders.
- Strong testing mindset and comfort using analytics/insights to drive continuous optimization.
Benefits
- Health coverage.
- Employee Assistance Program (EAP) with free mental health support.
- Life and disability insurance.
- Employee Stock Purchase Program (ESPP).
- Retirement/pension plan.
- Wellness dollars.
- Tuition reimbursement.
- Family‑forming benefits.
Equal Opportunity Employer
Appian is an equal‑opportunity employer that strives to attract and retain the best talent. All qualified applicants will receive consideration for employment without regard to any characteristic protected by applicable federal, state, or local law.
Reasonable Accommodations
Appian provides reasonable accommodations to applicants in accordance with all applicable laws. If you need a reasonable accommodation for any part of the employment process, please contact us by email at Please note that only inquiries concerning a request for reasonable accommodation will be responded to from this email address.
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