Senior Field Marketing Manager - Netherlands

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.

 

About Us:

Appian helps organizations build apps and workflows rapidly, with a low-code automation platform. Combining people, technologies, and data in a single workflow, Appian can help companies maximize their resources and improve business results. Many of the world’s largest organizations use Appian applications to improve customer experience, achieve operational excellence, and simplify global risk management and compliance. Our employees create opportunities to drive hands-on impact both with our customers and throughout the organization, which creates an environment where meaningful work is met w