Senior Manager, Event Marketing

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

The Role 

World Forum is ServiceNow’s global field event series — nine cities, six continents, one integrated campaign engine. This role leads the marketing and runs the audience acquisition engine to bring the series to life. 

You’ll build the global campaign strategy for World Forum and partner with regional marketing teams to adapt and execute it locally. You’re the strategic center of gravity: setting the framework, the targets, and the narrative — then trusting the geos to run with it. 

This is a strategy role for someone who thinks globally, leads through influence, and brings genuine creative ambition to everything they build. You set the standard — for the work, the pace, and what good looks like. You embrace AI as a core part of how you operate, and you move fast without losing craft. 

What You’ll Own 

• Campaign strategy. Build the annual World Forum campaign architecture — audience segmentation, channel mix, and content framework — designed to scale across regions. 
• Messaging framework. Define the World Forum narrative. Customize messaging for buying groups and industry verticals — ensuring the right story reaches the right audience at every city. 
• Audience acquisition and expansion. Own the strategy for growing and diversifying World Forum audiences — identifying new segments, surfacing whitespace, and setting the approach for reaching net-new buyers across every city. 
• Target-setting and performance. Define registration and pipeline targets by city and region. Build trendlines and pacing models. Track and communicate performance against goal throughout the cycle. 
• Geo partnership. Work hand-in-hand with regional marketing leads to localize the global framework. Lead with strategy; let the geos execute.  
• Creative excellence. Partner with the brand team to set and uphold the visual identity of World Forum globally, ensuring every campaign touchpoint reflects the series' quality and scale. 
• Cross-functional alignment. Coordinate across content, digital, field marketing, and PSM to ensure World Forum campaigns are integrated and sequenced correctly. 
• Org partnership. Partner across ServiceNow’s portfolio companies — including Armis, Veza, and Moveworks — to identify joint audience opportunities, co-market to new segments, and extend World Forum’s reach beyond the core ServiceNow base. 

Qualifications

To be successful in this role you have:

• Experience in leveraging or critically thinking about how to integrate AI into work processes, decision-making, or problem-solving. This may include using AI-powered tools, automating workflows, analyzing AI-driven insights, or exploring AI's potential impact on the function or industry.
• 8+ years in B2B campaign or event marketing, with meaningful global scope 
• Demonstrated ability to build campaign strategy from scratch — not just execute against someone else’s plan 
• Strong data fluency: you set targets, build models, and use performance data to make decisions 
• Experience working across regions and time zones with distributed stakeholders 
• Influence without authority is your operating mode — you’ve led through alignment, not headcount 
• Event marketing experience preferred; enterprise software or tech industry a plus 
• Genuine creative instincts and high standards. You have taste. You know the difference between good enough and great — and you consistently push toward great, even when the timeline is tight. 
• AI fluency. You already use AI tools as part of how you work — for drafting, research, audience analysis, and campaign optimization — and you’re always looking for new ways to raise the bar with them. 
• Familiarity with our core stack — AEM, Marketo, PowerBI, and Claude — is a plus; comfort picking up new tools quickly is a must. 
• Travel 40-50% 

What Success Looks Like in Year One 

A global World Forum campaign playbook that regional teams actually use. City-level registration targets set early and tracked weekly. Geos that feel supported, not managed. A campaign arch