Marketing Data Manager

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. Marketing Data Manager McLean, Virginia, USA | Work Model: On-site at Appian Headquarters Own the health, hygiene, and strategic governance of Appian's global marketing database, establishing measurable standards that enable precision targeting and accelerate pipeline velocity across all regions. ABOUT THE TEAM Marketing Operations creates reliable reporting frameworks based on consistent and segmented data, while creating a frictionless journey from lead to MQL. The team is responsible for the marketing team's data, analytics, lead lifecycle, budgeting, tech & tools. As Appian scales its AI-Powered Process Automation platform globally, this team ensures marketing moves fast with confidence, backed by clean data and automated workflows that drive measurable business outcomes. THE OPPORTUNITY Appian is investing in marketing infrastructure that scales with explosive growth in enterprise AI adoption. This role exists to transform our marketing database from a reactive asset into a proactive growth engine, establishing the data quality standards and governance frameworks that power segmentation, personalization, and attribution at scale. You will define what success looks like, measure it, and drive continuous improvement across global and regional stakeholders. WHAT YOU'LL DO Establish and enforce minimum data quality standards across the marketing database, creating a measurable database health score with quarterly improvement targets reported to global and regional leadership. Architect and execute data hygiene programs within Marketo and Salesforce, including deduplication, enrichment, segmentation frameworks, and automated governance workflows that maintain compliance with GDPR and global opt-in regulations. Partner with Marketing Operations, Demand Generation, and Sales Operations teams to design and implement lead routing, scoring models, and segmentation strategies that accelerate pipeline velocity and improve lead-to-MQL conversion. Build and deliver executive dashboards in Tableau or similar BI tools that provide real-time visibility into database health, segmentation performance, campaign effectiveness, and data governance metrics. Lead cross-functional initiatives to standardize data capture, field utilization, and taxonomy across marketing systems, ensuring consistency that enables accurate reporting and strategic decision-making. Drive continuous optimization of data processes by identifying gaps, recommending automation opportunities, and implementing scalable solutions that reduce manual effort while improving data integrity FICEducation: Hold a Bachelor's degree or higher in Marketing, Business Administration, Data Analytics, Information Systems, or a related field. Experience: 5 plus years of experience in marketing operations, marketing data management, or a related domain with responsibility for data governance and hygiene. Marketing Automation Expertise: Deep hands-on experience with Marketo, including database management, segmentation, campaign execution, and integration with CRM systems. CRM Proficiency: Strong working knowledge of Salesforce, including custom object management, field mapping, reporting, and marketing-to-sales data flow. Business Intelligence Tools: Demonstrated ability to build dashboards and reports using Tableau or similar BI platforms to visualize database health, segmentation performance, and campaign metrics. Data Governance: Proven track record establishing and enforcing data hygiene standards, deduplication processes, and segmentation frameworks in complex marketing technology environments. PREFERRED QUALIFICATIONS Compliance Management: Experience managing GDPR, CCPA, and other global opt-in and consent processes, including system configuration, documentation, and stakeholder training. Database Health Frameworks: Ability to define, measure, and report on database health scores with demonstrable improvement over time, including executive-level communication of progress and impact. Process Automation: Familiarity with workflow automation, data enrichment tools, and API integrations that reduce manual effort and improve data quality at scale. Ecosystem Experience: We value experience with enterprise platforms such as Salesforce or ServiceNow, as these skills translate well into our Enterprise-Grade Orchestration environment. #LI-MB1 The base salary range 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. In addition, Appian provides generous benefits offerings that include a 401(k) plan with company match, flexible time off, paid parental leave, medical, dental, and vision plans, life insurance, disability insurance, wellness programs, flexible spending accounts, health savings account contributions, an employee referral bonus program, and learning and development resources. Certain positions may be eligible for equity awards. 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 $75,000—$175,000 USD 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. Benefits 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 the most important business processes at the world’s largest organizations. Our platform is known for its unique power, reliability, and scale. We’ve been automating processes for more than 25 years and have proven expertise in enterprise operations. For more information, visit appian.com. Follow Appian: LinkedIn, YouTube, Instagram, Facebook, and X. 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 ReasonableAccommodations@appian.com. Please note that only inquiries concerning a request for reasonable accommodation will be responded to from this email address. Appian's Applicant & Candidate Privacy Notice