Marketing Data Manager

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.

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