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Principal GTM Media Strategist

Appian

Atlanta, Georgia; Boston, USonsite

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About this role

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.

Appian is seeking a Principal GTM Media Strategist to help transform and scale how our Product Marketing and Solutions Marketing organization creates, delivers, and optimizes digital and interactive content. This role will operate as a centralized Center of Excellence, building an AI-native creative engine that accelerates asset delivery, expands content variety, and raises the quality of market-facing GTM materials.

This is a highly strategic, hands-on role for someone who can define the overarching interactive media strategy while also rolling up their sleeves to design, edit, and produce high-impact assets. The ideal candidate is a player-coach who can establish scalable creative workflows, operationalize generative AI tools, mentor marketing teams, and safeguard Appian’s brand integrity across every asset.

In this role, you will:

• Design and execute scalable operating models for video, interactive content, and high-impact digital assets, including interactive guides, calculators, comparison tools, and buyer enablement materials.

• Define and deploy AI-native creative workflows that enable the broader Product Marketing and Solutions Marketing teams to create interactive assets more efficiently while maintaining strong brand governance.

• Serve as an internal expert on AI-enabled creative delivery, digital asset trends, innovative layouts, and modern content production practices.

• Directly build, edit, and produce high-quality multimedia deliverables, including videos, motion graphics, advanced digital layouts, and interactive content.

• Align the multimedia asset roadmap to the end-to-end buyer journey across web, digital campaigns, sales enablement, and field activation.

• Build and manage a scalable external network of digital architects, production partners, and creative specialists to support faster execution and reduce delivery bottlenecks.

• Ensure localized, self-served, and AI-generated assets align with Appian’s brand standards, product portfolio messaging, and quality expectations.

• Act as a hands-on mentor and central advisor across the Product Marketing and Solutions Marketing teams, helping elevate design, multimedia, and interactive content capabilities.

• Partner with Product, Marketing, and Sales leadership to translate complex technical portfolios into cohesive visual narratives that support demand generation and sales velocity.

• Establish repeatable creative systems, templates, standards, and workflows that make it easier for teams to create consistent, high-impact GTM assets at scale.

• Balance speed, creativity, accuracy, and brand integrity across AI-assisted asset production and traditional creative workflows.

Success in this role will be measured by:

• Quality, consistency, and scalability of Appian’s digital and interactive GTM assets.

• Adoption and effectiveness of AI-native creative workflows across Product Marketing and Solutions Marketing.

• Speed and efficiency of multimedia asset delivery without sacrificing brand integrity or message quality.

• Impact of interactive content, video, and visual storytelling on demand generation, buyer engagement, and sales enablement.

• Strength of cross-functional alignment across Product, Marketing, Sales, Creative, and Enablement teams.

• Effectiveness of templates, systems, and operating models that allow teams to self-serve high-quality assets.

• Ability to translate complex technical concepts into simple, compelling visual stories for enterprise audiences.

Qualifications:

• 10–15+ years of senior-level experience across product marketing, content strategy, brand building, creative strategy, digital media, or GTM operational leadership within B2B technology.

• Expert hands-on proficiency with Adobe Creative Cloud, including Premiere Pro, After Effects, InDesign, Illustrator, and Photoshop.

• Strong experience with modern digital layout, UI, and interactive content platforms.

• Practical experience operationalizing generative AI tools, prompt engineering, and automated asset creation workflows for marketing teams.

• Proven ability to build scalable design systems, creative operating models, or content production frameworks.

• Strong understanding of how to translate complex technical products into simple, compelling visual narratives.

• Demonstrated ability to operate as both a strategic advisor and hands-on producer, moving from executive alignment to detailed asset execution.

• Strong cross-functional leadership skills, with experience partnering across Product, Marketing, Sales, Enablement, and Creative teams.

• Excellent written, verbal, visual, and presentation skills.

• Bachelor’s degree in Marketing, Design, Communications, a related technical field, or equivalent practical experience.

Preferred Qualifications:

• Experience creating interactive content for enterprise software, SaaS, AI, automation, cloud, or digital transformation audiences.

• Experience supporting Product Marketing or Solutions Marketing organizations.

• Experience building AI-enabled creative systems, content engines, design templates, or self-service asset creation workflows.

• Strong background in video production, motion graphics, digital storytelling, and buyer journey content strategy.

• Experience managing external creative vendors, freelance production networks, or distributed design resources.

• Experience developing GTM assets for Sales, Field Marketing, Demand Generation, and Executive audiences.

• Ability to balance creative ambition with brand consistency, operational discipl

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