Marketing Lead, Life Sciences Industry
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Job Description
Appian is seeking an Industry Strategy Marketing Lead to own the messaging and marketing strategy for Life Sciences, one of our fastest growing market segments. This person will partner with Sales, Marketing, Product Management, Customer Success, and other GTM functions to drive awareness and demand for the Appian platform in Life Sciences and its sub-markets. They will create holistic industry marketing strategy plans, coordinate across departments to execute those plans, and measure and report on program effectiveness against pipeline and revenue goals.
Responsibilities and Skills:
Lead global marketing programs for Life Sciences, ensuring alignment with sales initiatives and business goals.
Provide strategic global industry messaging, positioning, and direction to other marketing teams (including content, field, partner, etc.) to ensure consistency across campaign activities.
Develop an in-depth understanding of customer needs and industry trends, partnering with our Life Sciences sales leaders to craft a compelling story about the unique value Appian delivers for the Life Sciences industry.
Define a global marketing strategy for capturing the mindshare of our target buyers within the Life Sciences and Pharmaceutical segments.
Create holistic marketing plans to generate awareness and drive quality leads for the Sales team. Work with Digital Marketing, Events, and Field Marketing teams to coordinate, execute, and amplify pipeline-generating programs.
Apply rigor, discipline, and an analytical mindset to program measurement against pipeline and revenue goals; optimize program delivery for maximum impact.
Act as the central point of contact across GTM functions to drive stakeholder buy-in and ensure the success of marketing efforts for Life Sciences.
Qualifications:
7+ years of industry marketing or marketing management experience in B2B SaaS environments; prior Life Sciences, Pharmaceutical, and/or Healthcare experience strongly preferred.
Excellent writing skills, including the ability to express technical concepts in the form of crisp, value-based messages.
An analytical mindset and the ability to use data to inform program planning, execution, and optimization.
A proven track record of developing strategies and tactics to drive brand awareness and demand generation within specific target segments or verticals.
An ability to operate as a strong cross-departmental leader to set vision and direction, drive toward action and follow-through, and hold key stakeholders accountable.
Demonstrated ability to work across functions, be a team player and thrive in a highly collaborative and matrixed environment.
Experience with related technologies, including business process management (BPM), robotic process automation (RPA), artificial intelligence (AI), case management, CRM, Platform-as-a-Service (PaaS), and enterprise mobile - as well as Insurance-specific systems such as policy administration, claims, and underwriting - a plus.
BA/BS degree or equivalent in a relevant discipline.
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