Senior Manager, Customer Marketing Adoption

Company Description
It all started in sunny San Diego, California in 2004 when a visionary engineer, Fred Luddy, saw the potential to transform how we work. Fast forward to today - ServiceNow stands as a global market leader, bringing innovative AI-enhanced technology to over 8,100 customers, including 85% of the Fortune 500®. Our intelligent cloud-based platform seamlessly connects people, systems, and processes to empower organizations to find smarter, faster, and better ways to work. But this is just the beginning of our journey. Join us as we pursue our purpose to make the world work better for everyone.
Job Description
Customer Excellence Marketing
Customer Marketing is focused on strategies and tactics that help customers get started with ServiceNow, deploy products and applications, accelerate time to first value, and ultimately achieve their business goals quickly. We build strong relationships with existing customers and partners, engaging them through email, events, community activities, etc., to drive adoption, retention, loyalty, and upselling opportunities. This data-driven team understands customer needs and preferences, creating targeted communications and delivering personalized experiences to enhance customer engagement. The Customer Marketing team works closely with the Customer Excellence Group and Product Management teams at ServiceNow.
We are looking for a skilled Customer Marketing Manager with 10+ years of experience in customer success, online and in-person user group engagement, adoption, or customer marketing to join our dynamic team. This role will focus on working with the product teams to define a post-purchase content strategy, co-designing effective nurtures/journeys and deployment/adoption experiences, aligned to a product lifecycle. The ideal candidate will be adept at leveraging customer data and insights to create targeted marketing initiatives and understands the critical role of content to drive engagement via email, social, community and events to help customers deploy and adopt ServiceNow products.
The successful candidate will also have the expertise to lead customer journey mapping for ServiceNow products, covering all touchpoints, deliverables, ownership, and success metrics at each stage of the journey, ensuring a seamless and personalized experience from initial engagement to long-term retention. Additionally, the role will collaborate with field marketing teams and the community to effectively integrate adoption content and activities within ServiceNow User Groups.
This position is based out of our global HQ in Santa Clara, CA, San Diego, CA, or Seattle, WA (with at least 2 days per week in the office). Remote candidates will also be considered.
We are looking for a person who can thrive in a fast-paced environment, has a proven track record of managing complex operations, and excels at building strong relationships. They will be responsible for driving cross-team execution and collaboration across multiple teams and stakeholders to foster engagement, demand, and business growth.
The ideal candidate has solid experience in customer success planning & strategy, events management, digital email nurtures and impeccable stakeholder management. They should be a passionate marketer, both a thinker and a doer.
Key Responsibilities:

• Partner with the Business Units to design the deployment and adoption journeys for a solution/product.
• Email Nurture, Paid Media, or Social Campaigns:
• Co-design, for a particular solution/BU, email nurture programs, paid media, or social campaigns that guide customers through their journey, ensuring relevant content and timely communication to enhance engagement and conversion rates.
• ServiceNow User Groups and Customer Adoption Events:
• Partner with Enterprise Field Marketing teams to plan and execute regional events (e.g., SNUGS, World Forums, etc) aimed at driving customer adoption of our products and services. Collaborate with cross-functional teams to develop event content, logistics, and follow-up strategies.
• Customer Insights:
• Utilize data analytics and customer feedback to inform marketing strategies, tailoring messaging, segmentation, and campaign tactics/CTAs to meet the unique needs of different customer segments. Capture and promote customer stories that highlight successful deployments.
• Content Development and Management:
• Coordinate the development of compelling content for deployment, adoption, and customer success stories that resonate with our target audience and align with our brand voice.
• Collaboration:
• Work closely with sales, product, and customer success teams to ensure alignment on messaging and objectives for customer marketing initiatives.
• Performance Analysis and business reviews for key BU stakeholders:
• Monitor and report on the performance of email campaigns and events, providing insights and recommendations for continuous improvement.

Qualifications

• Bachelor's degree in Data Analytics, Marketing, Communications, Business, or a related field.

• 10+ years of experience in data-driven customer marketing, with a focus on email marketing nurtures, social and paid media tactics, event management, and digital marketing activities post-purchase.

• Expertise in email marketing platforms (e.g., Marketo, Marketing Cloud), analytics tools (e.g., Tableau), and CRMs like Dynamics and Sales Cloud. AI capabilities are a plus.

• Strong project management skills, with the ability to manage multiple initiatives simultaneously.

• Excellent written and verbal communication skills, with a creative approach to content development.

• Ability to work collaboratively across teams and adapt to a fast-paced environment.

Not sure if you meet every qualification? We still encourage you to apply! We value inclusivity, welcoming candidates from diverse backgrounds, including non-traditional paths. Unique experiences enrich our team, and the willingness to dream big makes you an exceptional candidate!
For positions in this location, we offer a base pay of $152,700 - $267,300, plus equity (when applicable), variable/incentive compensation and benefits. Sales positions generally offer a competitive On Target Earnings (OTE) incentive compensation structure. Please note that the base pay shown is a guideline, and individual total compensation will vary based on factors such as qualifications, skill level, competencies, and work location. We also offer health plans, including flexible spending accounts, a 401(k) Plan with company match, ESPP, matching donations, a flexible time away plan and family leave programs. Compensation is based on the geographic location in which the role is located and is subject to change based on work location.
Additional Information
Work Personas
We approach our distributed world of work with flexibility and trust. Work personas (flexible, remote, or required in office) are categories that are assigned to ServiceNow employees depending on the nature of their work. Learn more here .
Equal Opportunity Employer
ServiceNow is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, creed, religion, sex, sexual orientation, national origin or nationality, ancestry, age, disability, gender identity or expression, marital status, veteran status, or any other category protected by law. In addition, all qualified applicants with arrest or conviction records will be considered for employment in accordance with legal requirements.
Accommodations
We strive to create an accessible and inclusive experience for all candidates. If you require a reasonable accommodation to complete any part of the application process, or are unable to use this online application and need an alternative method to apply, please contact [email protected] for assistance.
Export Control Regulations
For positions requiring access to controlled technology subject to export control regulations, including the U.S. Export Administration Regulations (EAR), ServiceNow may be required to obtain export control approval from government authorities for certain individuals. All employment is contingent upon ServiceNow obtaining any export license or other approval that may be required by relevant export control authorities.
From Fortune. ©2024 Fortune Media IP Limited. All rights reserved. Used under license.