Industry Principal

AppFolio Inc; Goleta (CA); On-site; USD 184,000 - 230,000; Full time

Job summary

AppFolio is seeking an Industry Principal to lead key client and association relationships, shape GTM strategies for Real Estate Performance Management, and represent AppFolio as a thought leader in the RPM space. They will partner with Sales, Product, and Marketing to turn industry insight into growth, with accountability for business outcomes.

Based in Goleta, CA, the role requires travel 50–75% and a track record of driving strategic initiatives from concept to execution, engaging senior

Qualifications

• Deep knowledge of real estate industry trends and competitive landscape.
• Experience building external relationships with clients and executives.
• Ability to present to senior executives and communicate clearly.
• Willingness to travel 50–75%.

Responsibilities

• Own initiatives from strategy through execution, driving results in ambiguous, fast-moving situations without day-to-day direction.
• Represent AppFolio at industry associations, forums, and events through panels, speaking engagements, webinars, and written content.
• Cultivate relationships with key clients and associations, including senior executives, and grow engagement and AppFolio advocacy.

Skills

Industry expertise

Executive relationships

Strategic thinking

Presentation skills

Cross-functional collaboration

Travel readiness

Job description

AppFolio is more than a company. We’re a community of dreamers, big thinkers, problem solvers, active listeners, and multipliers. At every opportunity, we set the pace while delivering innovation built to carry real estate into the future. One in which every experience feels effortless, yet meaningful. Where customers are empowered to take on any opportunity. We show up as one team, connected by our values to be a force for good. Because together, we have the power to create extraordinary outcomes for our customers, our communities, and ourselves.

The Industry Principal will lead key client and association relationships, shape industry-specific go-to-market (GTM) strategies, and represent AppFolio as a thought leader in Real Estate Performance Management (RPM). They partner with Sales, Product, and Marketing to turn deep industry insight into growth, with a high degree of independence and accountability for business outcomes.

Your impact

• Own initiatives from strategy through execution, driving results in ambiguous, fast-moving situations without day-to-day direction.
• Represent AppFolio at industry associations, forums, and events through panels, speaking engagements, webinars, and written content.
• Cultivate relationships with key clients and associations, including senior executives, and grow engagement and AppFolio advocacy.

Qualifications

• Deep knowledge of the industry’s trends, competitive landscape, and best practices.
• Significant experience building and sustaining external relationships with clients, associations, and executives.
• Ability to deliver compelling presentations and communicate clearly at every level of an organization.
• Self-directed, with sound judgment and a track record of delivering high-impact results with minimal oversight.

Competencies:

• Industry Expertise & Market Insight: Demonstrates deep understanding of the real estate industry, emerging trends, competitive dynamics, and customer challenges to inform business strategy and opportunities.
• Strategic Thinking & Business Acumen: Connects industry insights to AppFolio's business priorities, identifying opportunities to accelerate growth, strengthen market positioning, and drive customer value.
• Executive Relationship Management: Builds and sustains trusted relationships with senior executives, strategic clients, and industry associations to deepen engagement, influence, and advocacy.
• Thought Leadership & Industry Influence: Establishes credibility as an industry expert through speaking engagements, industry forums, written content, and participation in relevant industry conversations.
• Executive Communication & Presentation: Communicates complex ideas clearly and persuasively, tailoring messaging to executive audiences, industry stakeholders, and internal partners.
• Cross-Functional Collaboration & Influence: Partners effectively with Sales, Product, and Marketing to translate industry knowledge into actionable GTM strategies and business outcomes without relying on direct authority.
• Strategic Execution & Ownership: Independently leads initiatives from strategy through execution, navigating ambiguity, prioritizing effectively, and delivering measurable business results.
• Customer Advocacy & Market Engagement: Understands customer needs, challenges, and opportunities while strengthening relationships that build trust, expand engagement, and elevate AppFolio's reputation.

Must have

• Deep industry expertise with significant experience developing external relationships.
• Experience leading, through influence, large and complex sales and client engagement efforts.
• Proven ability to drive alignment across Sales, Product, and Marketing and to lead cross-functional initiatives.
• Willingness to travel 50% to 75%.

Location

Find out more about our locations by visiting our site.

All late-stage candidates complete an in-person meeting with an AppFolian as part of our hiring process.

Compensation & Benefits

The compensation that we reasonably expect to pay for this role is: $184,000.00 - $230,000.00 base pay. The actual compensation for this role will be determined by a variety of factors, including but not limited to the candidate’s skills, education, experience, and internal equity.

Please note that compensation is just one aspect of a comprehensive Total Rewards package. The compensation range listed here does not include additional benefits or any discretionary bonuses you may be eligible for based on your role and/or employment type. Regular full-time employees are eligible for benefits - see here.

About AppFolio

AppFolio is the technology leader powering the future of the real estate industry. Our innovative platform and trusted partnership enable our customers to connect communities, increase operational efficiency, and grow their business. For more information about AppFolio, visit appfolio.com.

Why AppFolio

Grow

We enable a culture of high performance, where delivering results is recognized by opportunities for growth and compelling total rewards. Our challenging and meaningful work drive the growth of our business, and ourselves.

Learn

We partner with you to realize your potential by investing in you from the start. We're cultivating a team of big thinkers through coaching and mentorship with our best-in-class leaders, and giving you the time and tools to develop your skills.

Impact

We are creating a world where living in, investing in, managing, and supporting communities feels magical and effortless, freeing people to thrive. We do this by innovating with purpose while cultivating a culture of impact. We learn as much from each other as we do our customers and our communities.

Connect

We excel at hybrid work by fostering an environment that feels flexible, personal and connected, no matter where we are. We create space to fuel innovation and collaboration, and we come together to celebrate, connect, and succeed.

Paddle as One.

Learn more at appfolio.com/company/careers

Statement of Equal Opportunity

At AppFolio, we value diversity in backgrounds and perspectives and depend on it to drive our innovative culture. That’s why we’re a proud Equal Opportunity Employer, and we believe that our products, our teams, and our business are stronger because of it. This means that no matter what race, color, religion, sex, sexual orientation, gender identification, national origin, age, marital status, ancestry, physical or mental disability, or veteran status, you’re always welcome at AppFolio.