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.
The Lead will partner closely with Global Campaign Managers, web and content stakeholders, and regional field and sales leadership to ensure paid programs are integrated into broader B2B campaigns. They will drive rigorous testing and CRO, lead channel experimentation, and translate performance data into actionable insights that improve targeting, creative, and pipeline outcomes globally.
In this role, you will:- 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.
About you:- 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.
#LI-MB1Tools and Resources - Training and Development: During onboarding, we focus on equipping new hires with the skills and knowledge for success through department-specific training. Continuous learning is a central focus at Appian, with dedicated mentorship and the First-Friend program being widely utilized resources for new hires.
- Growth Opportunities: Appian provides a diverse array of growth and development opportunities, including our leadership program tailored for new and aspiring managers, a comprehensive library of specialized department training through Appian University, skills based training, and tuition reimbursement for those aiming to advance their education. This commitment ensures that employees have access to a holistic range of development opportunities.
- Community: We'll immerse you into our community rooted in respect starting on day one. Appian fosters inclusivity through our 8 employee-led affinity groups. These groups help employees build stronger internal and external networks by planning social, educational, and outreach activities to connect with Appianites and larger initiatives throughout the company.
BenefitsAppian offers a comprehensive benefits package designed to support your health, wellbeing, and financial future. Benefits may include health coverage, Employee Assistance Program (EAP) with free mental health support, life and disability insurance, an Employee Stock Purchase Program (ESPP), a retirement/pension plan, wellness dollars, tuition reimbursement, family-forming benefits and more. Benefits vary by country-please ask your Talent Acquisition contact for details specific to the location you are applying to.
