Performance Marketing Manager (US - West Coast based)

📌 Core Information

🔹 Job Title: Performance Marketing Manager (US - West Coast based)

🔹 Company: Appen

🔹 Location: Seattle, Washington & San Francisco, California

🔹 Job Type: Permanent - Regular Full-time

🔹 Category: Marketing

🔹 Date Posted: June 30, 2025

🔹 Experience Level: 2-5 years

🔹 Remote Status: On-site (West Coast based)

🚀 Job Overview

Key aspects of this role include:

• Driving pipeline, engagement, and growth across key accounts through digital marketing campaigns
• Managing end-to-end campaign execution across paid channels and ABM platforms
• Collaborating with cross-functional teams to deliver actionable insights and optimize campaign performance
• Staying up-to-date with digital trends, tools, and best practices in B2B tech marketing

ASSUMPTION: This role requires a strong background in B2B digital marketing and a solid understanding of paid advertising platforms, with a focus on Google Ads and LinkedIn Ads. Familiarity with ABM tools and marketing automation platforms is also crucial for success in this position.

📋 Key Responsibilities

✅ Own end-to-end campaign execution across Google Ads, LinkedIn Ads, and display platforms

✅ Manage ABM campaigns using platforms like Terminus or Demandbase

✅ Build and maintain audiences, track performance, and deliver reporting dashboards

✅ Collaborate with content and creative teams on ad assets, landing pages, and email nurtures

✅ Monitor campaign performance daily, optimizing for CTR, CPL, pipeline influence, and ROI

✅ Coordinate lead routing and tracking in partnership with Marketing Ops and Sales

✅ Run A/B tests across channels to continuously improve campaign effectiveness

✅ Stay up-to-date on digital trends, tools, and best practices in B2B tech marketing

ASSUMPTION: This role requires a high level of organization, attention to detail, and analytical skills to effectively manage campaigns, optimize performance, and deliver actionable insights.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)

Experience: 3-5 years of experience in B2B digital/performance marketing

Required Skills:

• Strong hands-on experience with Google Ads and LinkedIn Ads
• Familiarity with ABM tools (e.g., Terminus, Demandbase, 6sense)
• Experience with marketing automation platforms (HubSpot or Marketo) and Salesforce
• Analytical and detail-oriented, comfortable with reporting and optimization
• Strong project management and organizational skills
• Self-starter with a bias toward action

Preferred Skills:

• Field marketing and marketing operations experience

ASSUMPTION: While not explicitly stated, experience with specific ABM tools and marketing automation platforms is likely preferred for this role.

💰 Compensation & Benefits

Salary Range: $90,000 - $120,000 per year (based on industry standards for B2B digital marketing managers with 3-5 years of experience on the West Coast)

Benefits:

• Competitive pay
• Comprehensive benefits
• Opportunities for continuous learning and career growth

Working Hours: Full-time (40 hours per week), with flexibility for remote work on the West Coast

ASSUMPTION: The salary range is an estimate based on industry standards for similar roles and experience levels in the West Coast region. The actual salary may vary depending on factors such as the candidate's specific experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Appen is a global leader in AI training data, providing high-quality, diverse datasets that power the world's leading AI models. They specialize in creating bespoke, human-generated data to train, fine-tune, and evaluate AI models across multiple domains.

Company Size: Appen has 501-1,000 employees, providing a mid-sized company environment with opportunities for collaboration and growth.

Founded: Appen was founded in 1996 and has since grown to become a trusted partner for enterprises aiming to develop and deploy effective AI solutions.

Company Description:

• Appen has been a leader in AI training data for over 25 years, providing high-quality, diverse datasets that power the world's leading AI models.
• Their end-to-end platform, deep expertise, and scalable human-in-the-loop services enable AI innovators to build and optimize cutting-edge models.
• Appen fosters a culture of innovation, collaboration, and excellence, valuing curiosity, accountability, and a commitment to delivering the highest-quality AI solutions.

Company Specialties:

• Search
• Annotation
• Evaluation
• Personalization
• Transcription
• Spam Detection
• Translation and Localization
• Data Collection

Company Website: http://appen.com

ASSUMPTION: Appen's focus on AI training data and their commitment to quality, scalability, and ethical AI practices make them a trusted partner for enterprises aiming to develop and deploy effective AI solutions.

📊 Role Analysis

Career Level: This role is at the mid-level of the marketing career path, requiring a solid foundation in digital marketing and a proven track record of driving campaign performance.

Reporting Structure: The Performance Marketing Manager will report directly to the Senior Manager of Digital and Field Marketing and collaborate with cross-functional teams, including content/design, marketing operations, and sales.

Work Arrangement: This role is based on the West Coast, with flexibility for remote work. The specific work arrangement may vary depending on the candidate's location and the company's policies.

Growth Opportunities:

• As Appen continues to grow, there may be opportunities for the Performance Marketing Manager to take on more responsibilities or move into a senior role within the marketing department.
• The company's focus on innovation and collaboration may also present opportunities for the incumbent to work on special projects or explore new marketing channels.

ASSUMPTION: While not explicitly stated, there may be opportunities for growth and advancement within the marketing department or the broader organization for qualified and motivated candidates.

🌍 Location & Work Environment

Office Type: Appen's offices are located in Kirkland, Washington, and other global locations. The specific office location for this role is based on the West Coast, with flexibility for remote work.

Office Location(s): Seattle, Washington & San Francisco, California

Geographic Context:

• The West Coast region offers a dynamic and competitive tech industry, with numerous opportunities for collaboration and growth.
• The region is home to many of the world's leading technology companies and enterprises, providing ample opportunities for networking and professional development.
• The West Coast's diverse cultural and recreational offerings may also contribute to a high quality of life for employees.

Work Schedule: Full-time (40 hours per week), with flexibility for remote work on the West Coast

ASSUMPTION: The specific work arrangement for this role may vary depending on the candidate's location and the company's policies. Remote work may be an option for qualified candidates who live on the West Coast.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the hiring manager
• In-depth interview with the marketing team
• Final interview with the senior leadership team

Key Assessment Areas:

• Digital marketing expertise and campaign management skills
• Analytical and problem-solving abilities
• Collaboration and communication skills
• Alignment with Appen's company values and culture

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Be prepared to discuss your approach to digital marketing campaign management and optimization
• Demonstrate your understanding of the AI industry and Appen's business model

ATS Keywords: B2B marketing, Google Ads, LinkedIn Ads, ABM tools, marketing automation, Salesforce, campaign management, digital marketing, pipeline generation, ROI optimization

ASSUMPTION: The application process for this role may vary depending on the specific needs of the hiring team and the company's policies. However, it is likely to include multiple interviews and assessments focused on the candidate's digital marketing expertise and cultural fit.

🛠️ Tools & Technologies

• Google Ads
• LinkedIn Ads
• ABM platforms (Terminus, Demandbase, or similar)
• Marketing automation platforms (HubSpot or Marketo)
• Salesforce

ASSUMPTION: The specific tools and technologies required for this role may vary depending on the company's preferences and the candidate's expertise. However, familiarity with Google Ads, LinkedIn Ads, ABM platforms, and marketing automation platforms is likely to be essential for success in this position.

👔 Cultural Fit Considerations

Company Values:

• Innovation
• Collaboration
• Excellence

Work Style:

• Data-driven and analytical
• Results-oriented and action-focused
• Collaborative and team-oriented

Self-Assessment Questions:

• Do you have a proven track record of driving digital marketing campaign performance in a B2B environment?
• Are you comfortable working with data and using it to inform decision-making?
• Do you thrive in a collaborative, team-oriented environment?

ASSUMPTION: Appen values candidates who are innovative, collaborative, and committed to delivering high-quality AI solutions. Prospective applicants should assess their fit with these values and work style preferences before applying.

⚠️ Potential Challenges

• The fast-paced and dynamic nature of the AI industry may present challenges in keeping up with the latest trends and best practices
• The competitive B2B tech marketing landscape may require continuous optimization and adaptation to maintain campaign performance
• The need to collaborate with cross-functional teams and manage multiple stakeholders may present communication and project management challenges
• The West Coast region's competitive job market may present challenges in attracting and retaining top talent

ASSUMPTION: While these challenges may present obstacles, they also offer opportunities for growth and development for qualified and motivated candidates.

📈 Similar Roles Comparison

• This role is similar to other B2B digital marketing manager positions, but with a focus on AI training data and a global perspective
• Appen's mid-sized company environment may offer more opportunities for collaboration and growth than larger enterprise roles, but less structure and resources than smaller startup positions
• This role may provide a stepping stone to more senior marketing positions within the company or the broader AI industry

ASSUMPTION: While this role shares similarities with other B2B digital marketing manager positions, its focus on AI training data and global perspective sets it apart from other opportunities in the market.

📝 Sample Projects

• Developing and executing a comprehensive digital marketing campaign to drive pipeline and engagement for a key AI training data client
• Optimizing ABM campaigns to improve ROI and maximize pipeline influence for a specific vertical or industry
• Collaborating with cross-functional teams to create and launch a new AI training data product, including market research, competitive analysis, and go-to-market strategy

ASSUMPTION: These sample projects are intended to illustrate the types of initiatives the Performance Marketing Manager may be expected to undertake in this role. The specific projects and priorities may vary depending on the company's needs and the candidate's expertise.

❓ Key Questions to Ask During Interview

• Can you describe the typical campaign management process and how it aligns with industry best practices?
• How does the marketing team collaborate with other departments, such as sales and product, to ensure alignment and success?
• What opportunities are there for professional development and growth within the marketing department and the broader organization?
• How does Appen approach data privacy and ethical AI practices in its AI training data solutions?
• What is the company's long-term vision for growth and expansion in the AI training data market, and how does this role contribute to that strategy?

ASSUMPTION: These key questions are intended to help candidates better understand the role, the company, and the AI training data industry. Prospective applicants should tailor their questions to their specific interests and concerns.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link: https://jobs.lever.co/appen-2/7ca64bd0-6b5f-41ee-a064-4c14b00da255
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare for your interviews by researching Appen's business model, AI training data industry trends, and digital marketing best practices
• Follow up with the hiring team one week after submitting your application to express your continued interest in the position

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.