Marketing Activation Governance Lead

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

The Marketing Activation Governance Lead owns governance of Servicenow activation execution to drive consistent quality, reliable measurement, and transparent reporting.  This role sets and enforces standards for trafficking, configuration, optimization discipline, and reporting completeness across lifecycle and paid activation platforms including Marketo, AJO, programmatic, and paid social. 

• Serves as the escalation point for systemic execution issues and runs audits to validate that in-platform deployments match documented requirements and approved plans. 

• Partners across Media, Integrated Marketing, Identity, CDP, DX, Legal, and Lifecycle Orchestration to translate strategy into executable guardrails and scalable activation practices. 

Responsibilities 

• Own platform governance across Marketo, AJO, and paid activation platforms, ensuring configuration aligns to global standards.  

• Establish and enforce SLAs for activation setup timelines, optimization discipline, reporting delivery, and data integrity.  

• Run audits on strategic platforms to validate that documented state matches in-platform deployments: structure, naming, tracking, audiences, placements, and reporting outputs.  

• Own governance of activation with partners, including trafficking standards, QA processes, optimization discipline, reporting completeness, and transparency commitments.  

• Define required QA steps for campaign launches and changes: naming, tracking, audience eligibility, suppression and consent alignment, placement QA, and reporting.  

• Serve as the escalation point for systemic execution issues that impact activation quality or measurement reliability; maintain an incident intake, triage, and root-cause remediation process.  

• Maintain audit documentation, compliance scorecards, and corrective action plans with clear owners and due dates.  

• Ensure CDP audience publishing works across platforms with documented refresh cadences, QA checks, and issue escalation paths.  

• Define and enforce audience usage controls, eligibility rules, and standards, including approved use cases, required metadata, and governance of changes.  

• Define required reporting fields, placement list delivery standards, and log-level detail expectations for agency reporting; standardize timelines and handoff formats so measurement teams can evaluate performance consistently.  

• Onboard new partners, ensuring measurement, targeting, tracking, and data sharing requirements are met in partnership with Legal and Privacy. 

Qualifications

• 7+ years in marketing operations, activation operations, AdTech/MarTech operations, or agency governance roles with ownership of cross-channel activation execution quality. 

Hard Skills 

• Governance: trafficking standards, QA, optimization discipline, and reporting requirements across agency partners 

• Lifecycle and Paid Activation Platforms: working knowledge of Marketo and/or AJO alongside programmatic and paid social, including how configuration choices impact measurement 

• SLA Design and Audit Programs: operational SLA setting, compliance enforcement, and audit playbook development 

• Measurement Readiness: tracking, tagging, placement transparency, and log-level data requirements and how gaps create downstream measurement risk 

• CDP and Audience Governance: audience publishing, eligibility rules, destination constraints, and match rate troubleshooting 

Soft Skills (Leadership Competencies) 

• Standards Setting and Enforcement: able to define clear rules of the road and drive adoption across partners without direct authority 

• Cross-Functional Influence: builds alignment across agency, media, martech, and data teams on execution standards and compliance requirements 

• Escalation Ownership: comfortable acting as the accoun