Marketing Programs Manager

Marketing Remote, United States Dallas, Texas Santa Barbara, California San Diego, California


Hi, We’re AppFolio.

We’re innovators, changemakers, and collaborators. We’re more than just a software company — we’re a cloud-based powerhouse that creates products to make our customers’ lives easier. We’re revolutionizing the way people do business, and we want your ideas, your enthusiasm, and your passion to help us keep on innovating.

We love where we work, and you can, too.

What You’ll Do 

This position plans and executes prospecting strategy and programs in partnership with BDRs, Sales and Marketing leaders. The Marketing Programs Manager will leverage combined marketing and sales insights to create highly targeted marketing plans as well as establish clearly defined success metrics to closely monitor performance and make adjustments to optimize. This role will employ a full funnel, multi-touch approach, integrating channels like account-based marketing, email, direct mail, digital advertising and web to engage target audiences and provide relevant messaging and compelling offers at each step of the buyer’s journey.

This role works closely with Product Marketing, Creative Services, BDRs, and Sales to drive the execution and success of the marketing programs plan.

Primary Areas of Responsibility

  • Develop a deep understanding of the target market, audiences, key messaging, competitive differentiation and product capabilities.
  • Know the database of accounts inside and out in order to craft relevant and highly targeted omni-channel campaigns in partnership with Sales and Marketing channel leaders   
  • Build comprehensive account-based marketing programs plan & engagement strategy that crosses the digital-to-physical divide.
  • Develop and maintain program plans, communicate plans and results, and secure marketing and cross-functional approval and support.
  • Define the quarterly ICP and target accounts lists in partnership with Product Marketing, Operations, BDRs, Sales & Marketing.
  • Develop, maintain, and optimize a nurture strategy (including email + retargeting + intent) to support list build efforts, account append, and overall segment outcomes. 
  • Facilitate the creation of product collateral and sales enablement tools (decks, social proof, talk tracks, emails) that leverage decision-maker/influencer insights to match messaging with top priority pain points/needs.
  • Facilitate account planning and 1:1 prospecting strategy with BDRs, Sales, and Marketing.
  • Be proactive in evaluating content and program performance, feed insights back into the team and adjust strategy as needed for optimal conversion rates and engagement.
  • In partnership with the Events team coordinate pre and post event communication as well as event engagement strategy and presence.

Desired Skills and Experience

  • BA/BS degree
  • 5+ years of experience in marketing, campaigns, communications, programs planning
  • Strategic thinker
  • Deep understanding of the market landscape
  • Exceptional project management and written/oral communication skills, preferably with direct experience in B2B marketing
  • Demonstrated experience in driving meaningful customer engagement through marketing strategies and tactics
  • Ability to adapt to changing priorities with ease and composure while continuing to meet established deadlines 
  • Experience partnering with teams across departments to manage relationships with various partners and accomplish objectives 
  • Genuine enthusiasm and highly likeable

Statement of Equal Opportunity

At AppFolio, we value diversity in backgrounds and perspectives and depend on it to drive our innovative culture. That’s why we’re a proud Equal Opportunity Employer, and we believe that our products, our teams, and our business are stronger because of it. This means that no matter what race, color, religion, sex, sexual orientation, gender identification, national origin, age, marital status, ancestry, physical or mental disability, or veteran status, you’re always welcome at AppFolio.