📌 Core Information
🔹 Job Title: Global Organic Social Media Manager
🔹 Company: Appian Corporation
🔹 Location: McLean, Virginia
🔹 Job Type: Full-time
🔹 Category: Marketing & Communications
🔹 Date Posted: July 28, 2025
🔹 Experience Level: Mid-Senior level
🔹 Remote Status: Remote OK
🚀 Job Overview
Key aspects of this role include:
- Developing and executing global organic social media strategy
- Building brand awareness, driving engagement, and generating leads worldwide
- Collaborating with regional teams to localize campaigns and maintain brand consistency
- Analyzing performance and optimizing campaigns to exceed KPIs
- Staying updated on industry trends and platform updates
ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and excellent communication abilities to succeed in a global environment.
📋 Key Responsibilities
✅ Develop and implement a comprehensive global organic social media strategy
✅ Maintain and exceed key performance indicators (KPIs), regularly reporting on performance and insights
✅ Stay informed about industry trends, platform updates, and competitor activities
✅ Collaborate with regional marketing teams to localize global campaigns and ensure consistency in brand messaging
✅ Oversee the end-to-end content calendar for all organic social media channels
✅ Work closely with creative and cross-functional teams to develop compelling, high-quality content
✅ Actively monitor social channels for mentions, comments, and direct messages, ensuring timely and professional responses
✅ Foster engagement and build a strong online community around the brand
✅ Identify and engage with key influencers, industry experts, and potential customers
✅ Utilize social media analytics tools to track, analyze, and report on campaign performance, identifying areas for improvement and optimization
✅ Conduct A/B testing on content and strategies to continuously improve engagement and reach
✅ Collaborate on content strategy with paid media and digital marketing, content marketing, product marketing, demand generation, employee brand and HR, and sales teams to ensure integrated campaigns and consistent messaging
✅ Provide guidance and support to internal stakeholders on social media best practices
✅ Work with external agencies or partners as needed, including digital marketing and public relations agencies, partners, and customers
ASSUMPTION: This role requires a high level of independence, strong project management skills, and the ability to work effectively in a global, cross-functional team environment.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Communications, Business, or a related field
Experience: 5+ years of dedicated experience in organic social media management, with a strong focus on B2B tech
Required Skills:
- Proven track record of developing and executing successful global social media strategies across multiple platforms
- Deep understanding of the B2B buyer journey and how social media contributes to lead generation and pipeline acceleration
- Expertise in LinkedIn, X/Twitter, and YouTube strategies for B2B audiences
- Excellent written and verbal communication skills, with the ability to craft compelling and concise copy
- Strong analytical skills with the ability to interpret data, generate insights, and make data-driven decisions
- Proficiency in social media management and analytics tools
- Ability to work independently and collaboratively in a fast-paced, global environment
- Strong project management and organizational skills, with attention to detail
- Cultural sensitivity and experience tailoring content for diverse international audiences
- Self-starter with a proactive approach to identifying opportunities and solving problems
Preferred Skills:
- Experience working with or for a B2B technology company with a significant global presence in EMEA and APJ
- Technical acumen and understanding of AI, data and process management, cloud computing, SaaS software platform
- Industry experience in financial services, insurance, public sector, and/or life sciences
- Fluency or proficiency in another major European language (e.g., Spanish, French, German, or Italian)
- Basic understanding of SEO principles as they relate to social media content
- Experience with social media advertising (paid social) is a plus, though this role is primarily focused on organic
ASSUMPTION: Candidates with experience in B2B tech and a proven track record in global social media strategy are strongly preferred.
💰 Compensation & Benefits
Salary Range: $120,000 - $160,000 per year (based on industry standards for a mid-senior level role in B2B tech marketing)
Benefits:
- Training and Development: During onboarding, new hires receive department-specific training. Continuous learning is encouraged through dedicated mentorship and the First-Friend program.
- Growth Opportunities: Appian provides a 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.
- Community: Appian fosters inclusivity through 8 employee-led affinity groups, which help employees build stronger internal and external networks by planning social, educational, and outreach activities.
Working Hours: Full-time (40 hours per week)
ASSUMPTION: The salary range is estimated based on industry standards for a mid-senior level role in B2B tech marketing. The actual salary may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Software Development
Company Size: 1,001-5,000 employees (Mid-size)
Founded: 1999
Company Description:
- Appian is The Process Company, delivering a software platform that helps organizations run better processes to reduce costs, improve customer experiences, and gain a strategic edge.
- Appian serves many of the world’s largest companies across various industries, committed to client success.
Company Specialties:
- Digital Transformation
- Low-Code Application Development
- Business Process Management (BPM)
- Application Platform-as-a-Service
- Intelligent Automation
- Process Automation
- Process Mining
- Enperise AI
- Business Orchestration and Automation Technology
- Case Management
- Data Fabric
- and Robotic Process Automation (RPA)
Company Website: appian.com
ASSUMPTION: Appian is a well-established company with a strong focus on process improvement and automation, serving a wide range of industries.
📊 Role Analysis
Career Level: Mid-Senior level
Reporting Structure: This role reports directly to the Senior Director of Global Marketing Communications and collaborates with regional marketing teams, cross-functional teams, and external agencies or partners.
Work Arrangement: Remote OK, with flexibility for on-site work as needed
Growth Opportunities:
- Potential career progression into a senior leadership role within the marketing department
- Opportunities to expand skills and knowledge through training and development programs
- Possibility to work on high-impact projects with global reach and influence
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a substantial impact on the company's global marketing strategy.
🌍 Location & Work Environment
Office Type: Hybrid (onsite and remote work arrangements)
Office Location(s): McLean, Virginia (headquarters), with additional offices in London, Sydney, Paris, Melbourne, and Tokyo
Geographic Context:
- McLean, Virginia is a suburb of Washington, D.C., with a mix of urban and suburban environments
- The area offers a variety of cultural attractions, outdoor activities, and culinary experiences
- The cost of living is generally higher than the national average
Work Schedule: Full-time (40 hours per week), with flexibility for remote work
ASSUMPTION: The hybrid work arrangement allows for flexibility and a balance between on-site collaboration and remote work.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with the hiring manager
- In-depth behavioral and skills-based interviews with cross-functional team members
- Final interview with the Senior Director of Global Marketing Communications
- Background check and offer extension
Key Assessment Areas:
- Strategic thinking and global perspective
- Analytical skills and data-driven decision-making
- Communication skills and ability to craft compelling content
- Cultural sensitivity and adaptability
- Project management and organizational skills
Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this role
- Demonstrate your understanding of the B2B tech industry and Appian's business
- Showcase your ability to develop and execute successful global social media strategies
- Prepare for behavioral interview questions that focus on your problem-solving skills, adaptability, and cultural sensitivity
- Follow up with the hiring manager after the interview to express your interest in the role and reiterate your qualifications
ATS Keywords: Global Social Media Strategy, Organic Social Media Management, B2B Tech Marketing, Cross-Functional Collaboration, Performance Analysis, Cultural Sensitivity, Project Management
ASSUMPTION: The interview process will focus on assessing the candidate's strategic thinking, analytical skills, and cultural fit for the role and the company.
🛠️ Tools & Technologies
- Social media management and analytics tools (e.g., Sprout Social, Hootsuite, Sprinklr, Brandwatch, native platform analytics)
- Content management systems (CMS) and marketing automation platforms (e.g., HubSpot, Marketo)
- Project management tools (e.g., Asana, Trello, Jira)
- Collaboration and communication tools (e.g., Microsoft Office Suite, Google Workspace, Slack)
ASSUMPTION: The required tools and technologies for this role are standard in the marketing and communications industry, with a focus on social media management and analytics.
👔 Cultural Fit Considerations
Company Values:
- Respect: Appian fosters a culture of respect, valuing diversity, inclusion, and collaboration
- Work to Impact: Appian encourages employees to go beyond completion, striving for excellence with intensity
- Ambition: Appian supports employees in pursuing their goals and driving meaningful results
- Constructive Dissent & Resolution: Appian encourages open communication and constructive conflict resolution
Work Style:
- Appian values a fast-paced, global environment with a strong focus on collaboration and cross-functional teamwork
- The company encourages continuous learning and professional development
- Appian fosters a culture of innovation, with a strong emphasis on process improvement and automation
Self-Assessment Questions:
- How do you approach tailoring content for diverse international audiences, ensuring cultural sensitivity and relevance?
- How do you balance the need for consistency in brand messaging with the requirement to optimize content for regional relevance?
- How do you prioritize and manage multiple projects and deadlines in a fast-paced, global environment?
ASSUMPTION: Candidates who align with Appian's values and work style, and who can demonstrate cultural sensitivity and adaptability, will be most successful in this role.
⚠️ Potential Challenges
- Managing multiple time zones and coordinating with regional teams
- Keeping up with industry trends, platform updates, and competitor activities in a fast-paced environment
- Balancing the need for consistency in brand messaging with the requirement to optimize content for regional relevance
- Ensuring timely responses to social media mentions, comments, and direct messages
- Dealing with potential cultural sensitivities and regional nuances in a global social media strategy
ASSUMPTION: These challenges can be mitigated through strong project management skills, cultural sensitivity, and effective collaboration with regional teams.
📈 Similar Roles Comparison
- This role is unique in its global focus and cross-functional collaboration requirements, compared to more specialized or regional social media management positions
- Unlike other B2B tech marketing roles, this position requires a deep understanding of global social media trends and regional nuances
- Career progression in this role may lead to senior leadership positions within the marketing department, rather than specialized social media management roles
ASSUMPTION: This role offers a unique opportunity to gain global experience and develop leadership skills in a fast-paced, cross-functional environment.
📝 Sample Projects
- Developing and executing a global social media strategy for a product launch, tailored to regional audiences and aligned with overall marketing objectives
- Creating and implementing a social listening strategy to gain insights into audience sentiment and market trends, informing content creation and campaign optimization
- Collaborating with regional marketing teams to localize global campaigns, ensuring consistency in brand messaging while optimizing for regional relevance
ASSUMPTION: These sample projects demonstrate the strategic, analytical, and collaborative skills required for success in this role.
❓ Key Questions to Ask During Interview
- How does the company support employees in developing and executing successful global social media strategies?
- What are the key priorities for this role in the first 90 days?
- How does the company approach tailoring content for diverse international audiences, ensuring cultural sensitivity and relevance?
- What are the most significant challenges facing the social media team currently, and how can this role address them?
- How does the company measure the success of organic social media campaigns, and what are the key KPIs for this role?
ASSUMPTION: These questions will help candidates better understand the role's requirements, the company's expectations, and the team's priorities.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the provided link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare for behavioral interview questions that focus on your problem-solving skills, adaptability, and cultural sensitivity
- Follow up with the hiring manager after the interview to express your interest in the role and reiterate your qualifications
- If selected for the final round, be prepared to present a sample social media strategy or campaign plan as part of the interview process
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
