Senior Field Marketing Manager

Appian Corporation; Amsterdam; On-site; EUR 90,000 - 120,000; Full time

Benefits offered by this job

Health coverage

Life and disability insurance

Employee Assistance Program (EAP) with

Employee Stock Purchase Program (ESPP)

Lifestyle allowance

Tuition reimbursement

Family-forming benefits

Job summary

Appian seeks a Senior Field Marketing Manager for Benelux & Nordics to lead demand generation across the region. You will design and execute scalable GTM programs, including executive events and region campaigns, aligned with revenue targets.

You will collaborate with Sales and cross-functional teams, manage regional budgets, and optimize ROI while staying ahead of industry trends and market insights to differentiate Appian in enterprise software markets.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, or a related area.
• 4-6 years of experience in B2B marketing, with focus on demand generation.
• ABM experience in enterprise software/tech.
• Strong leadership and collaboration skills.
• Analytical abilities to track and optimize campaigns.

Responsibilities

• Develop and execute demand generation programs tailored to key industries and priority accounts.
• Create account-specific marketing plans with account teams.
• Lead campaigns across events, content, email, and growth marketing.
• Partner with Sales to align marketing and sales and accelerate pipeline.
• Use data-driven insights to measure ROI and optimize programs.

Skills

Demand generation

ABM

Cross-functional leadership

Marketing analytics

Communication

Education

Bachelor’s degree in Marketing or related field

Tools

Marketing analytics tools

Job description

Here at Appian, our values of Intensity and Excellence define who we are. We set high standards and live up to them, ensuring that everything we do is done with care and quality. We approach every challenge with ambition and commitment, holding ourselves and each other accountable to achieve the best results. When you join Appian, you’ll be part of a passionate team dedicated to accomplishing hard things, together.

Job Title: Senior Field Marketing Manager, Benelux & Nordics
Job Type: Full Time
Location: Amsterdam area, with regular travel in region

Job Overview:

As the Senior Field Marketing Manager for the Benelux & Nordics region at Appian, you will lead demand generation initiatives across the region. Reporting to the Senior Director of Regional Marketing, EMEA, your role will focus on driving business growth through strategic planning, execution, and optimisation of industry-wide and account-based marketing campaigns.
Your efforts will aim to generate demand, expand market share, and strengthen engagement within key industries and priority accounts in the region. Design and execute scalable GTM programs including executive events, regional campaigns, and support partner-led initiatives, where required tailored to local markets.
You’ll be results driven and will work in close collaboration with the extended Appian Marketing team, plus other departmental stakeholders to ensure that Marketing efforts align with overall business objectives. You will oversee regional budget allocation, investment prioritization, and ROI accountability across field programs.
This role requires a good understanding of the best marketing practices and trends, plus the ability to be hands‑on whenever necessary to get work done.

Key Responsibilities:

• Develop and execute comprehensive demand generation programs tailored to the key industries and priority accounts within the region, aligned with overall business objectives and revenue targets.
• Create and implement account specific marketing plans in collaboration with account teams.
• Lead campaign execution across various channels, including events, content marketing, email marketing, and growth account marketing targeting specific accounts.
• Partner closely with Sales leadership to align Marketing and Sales initiatives, optimise lead management processes, and accelerate pipeline and revenue growth.
• Utilize data-driven insights and analytics to track campaign performance, measure ROI, and continuously optimise marketing programs to maximise impact, efficiency, and business outcomes.
• Help identify and prioritise key buying personas and target accounts, tailoring messaging and content to maximise relevance, engagement, and conversion opportunities.
• Collaborate with cross-functional teams, including Partner Marketing, Digital Marketing, PR & Comms, and Customer Marketing to combine integrated marketing efforts in the best possible way.
• Stay abreast of industry trends, the competitive landscape, and customer insights to shape marketing strategies and uncover new opportunities for growth and differentiation.

Qualifications:

• Bachelor’s degree in Marketing, Business Administration, or a related area.
• Minimum of 4-6 years of experience in B2B marketing, with a focus on demand generation, preferably in the enterprise software or technology industry.
• Proven track record of successfully developing and executing demand generation strategies that drive pipeline growth and revenue expansion within the Financial Services industry.
• Account Based Marketing experience.
• Strong personal and cross-functional team leadership skills.
• Good analytical abilities, with proficiency in marketing analytics tools and platforms to track and measure campaign performance.
• Excellent communication, collaboration, and stakeholder management skills.
• Strategic thinker with the ability to translate market insights into actionable marketing plans.
• Self-motivated and results-oriented, with a passion for driving business impact and exceeding targets.

The base salary provided represents a good faith and reasonable estimate of the range at the time of posting. Actual compensation will be dependent on a number of factors including, but not limited to, the candidate’s relevant work experience, qualifications, internal peer equity, and market and business conditions that exist when extending an offer. A discretionary bonus may be awarded in recognition of individual and company performance.

Appian offers a comprehensive benefits package, which may include health coverage, life and disability insurance, an Employee Assistance Program (EAP) with free mental health support, an Employee Stock Purchase Program (ESPP), lifestyle allowance, tuition reimbursement, and family-forming benefits. Benefits may vary by country. Please ask your Talent Acquisition Specialist for details on the benefits available in the location you are applying to.

Pay and benefits are subject to change at any time, consistent with the terms of any applicable compensation, commission, bonus, or benefit plans.

Base Salary Range

Tools 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.

Appian 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.

About Appian

Appian provides AI automation for mission-critical work. We automate complex processes in large enterprises and governments. Our platform is known for its unique reliability and scale. We’ve been automating processes for more than 25 years and understand enterprise operations like no one else. For more information, visit appian.com . [Nasdaq: APPN]

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.

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 [e-mail] . Please note that only inquiries concerning a request for reasonable accommodation will be responded to from this email address.

If yes, will you now or in the future require Appian to file a petition or application for employment-based visa status on your behalf to begin or continue employment with our company?(Please note that if you are in F-1 OPT/STEM OPT, H-1B, H-4 EAD, L-2 EAD, or other EAD conferring status such as DACA, TPS, humanitarian parole, U4U, family-based adjustment of status pending, etc. you must answer YES to this question).