Director of Strategic Events, Sales Kick Off & Ancillary Programs

Company Description

It all started when engineer Fred Luddy wrote code that automated a tedious task for his coworker, Phyllis. She cried tears of joy. That moment inspired Fred to build a company that could do that for everyone—freeing people from busywork so they could focus on meaningful work. Today, ServiceNow is the AI control tower for business reinvention. Our ServiceNow AI platform brings together any AI, any data, and any workflow— helping 85% of the Fortune 500® work smarter, faster, and better. We're building an AI-native culture where technology and talent are unstoppable together. And we're just getting started.

Join us to put AI to work for people.

Job Description

ServiceNow is hiring a Director of Strategic Events to own Sales Kick Off (SKO) and lead the strategy and execution of ancillary programs (SIAs) across the broader event portfolio. This role is built for a seasoned event leader with 15+ years of experience who thinks like a marketer, operates with precision, and brings a genuine point of view on what makes an experience worth having. 

We're looking for someone who thinks strategically, executes precisely, and knows how to manage the details that make a good event great. 

Key Responsibilities 

Sales Kick Off (SKO) 

• Own end-to-end planning and execution of SKO, delivering a seamless, high-impact experience for the global sales organization.  
• Partner with Sales, Marketing, Finance, and Sourcing to manage timelines, budgets, vendor relationships, and stakeholder expectations across all workstreams.  
• Oversee all operational elements through post-event wrap-up, including venue coordination, registration, vendor oversight, and run-of-show execution.  
• Manage the SKO budget, providing accurate forecasting and executive-level reporting in partnership with the Strategic Events finance team.  
• Serve as the primary operational point of contact for all SKO stakeholders. 

Ancillary Program Strategy & Execution (SIAs) 

• Own the strategy, governance, and execution of SIA programs across the global event portfolio. 
• Define the SIA strategy, program framework, and operational standards that govern how ancillary programs are scoped, resourced, and delivered at scale.  
• Build the best practices, processes, and operating standards that define how SIA programs are scoped, resourced, and delivered consistently at scale.  
• Build and manage agency partnerships, overseeing day-to-day operations, performance, and accountability.  
• Develop and lead the internal rollout and onboarding process, ensuring cross-functional teams are aligned on program structure, expectations, and ways of working.  
• Establish scalable timelines and operating models that support portfolio growth without proportional headcount increases.  
• Partner with Field Marketing, Sales, and business unit stakeholders to align SIA activations with broader event and business goals.  
• Define and manage the budget framework for SIA programs, including timelines, reporting cadences, and transfer processes, ensuring stakeholders have consistent visibility into scope and spend. 
   

Qualifications

• 15+ years of experience in event management with a focus on large-scale sales or corporate events.  
• A marketer first, event leader second. You understand how events connect to pipeline, brand, and business outcomes, and you build with that lens.  
• Proven track record of executing high-impact events that drive measurable business results.  
• Experience managing ancillary or satellite programs at scale with repeatable operating frameworks.  
• Strong instincts for prioritization. You know which programs to greenlight and which to push back on, and you can make that case to stakeholders.  
• High taste level and craft. You care about the details that shape how an experience feels, not just how it functions. Skilled at driving alignment through influence, not authority. You build consensus across complex stakeholder environments and know how to bring people along.  
• AI native. You actively experiment with AI tools, look for ways to integrate them into your workflow, and bring curiosity and a growth mindset to how the work gets done.  
• Deep proficiency in budget management, financial forecasting, and reporting.  
• Highly organized with the ability to manage multiple priorities in a fast-paced environment.  
• Travel required. 

For positions in this location, we offer a base pay of $180,200 - $315,400, 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 to