Event Performance & Insights Sr. Manager

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

Overview:

This position involves formulating an analytics roadmap to support our Strategic Events Portfolio. The roadmap will include strategic event audience planning, performance tracking, and providing insights throughout three lifecycle stages: pre-event, live event, and post-event.

Key responsibilities encompass managing measurement and reporting requirements for all events, whether they are strategic (e.g., Knowledge, World Forum, Summit) or field events (e.g., internal, third-party, webinars). This task entails converting the strategy from MLT/ELT into dashboards to ensure data accessibility and validity. These dashboards will be available to our Marketing and Sales stakeholders for self-service reporting.

Moreover, the role ensures the standardization of reporting and measurement models across all events, empowering stakeholders to not only report on but also act upon performance results. Additionally, it involves educating stakeholders on the drivers of key insights for events, identifying critical insights to focus on, exploring additional lenses to optimize revenue, and determining the KPIs used for marketing and sales reporting.

What you get to do in this role:   

• Establish an Analytics Roadmap: Formulate and enhance a comprehensive measurement framework for all events, encompassing Strategic (e.g., Knowledge, World Forum, Summit) and Field (internal, third-party, webinars).
• Develop comprehensive and validated dashboards that adeptly convert MLT/ELT strategies into intuitive self-service reporting tools for Marketing and Sales stakeholders.
• Standardize measurement by establishing consistent metrics and reporting frameworks across all event types to enhance performance visibility and accountability.
• Empower stakeholders by educating teams on key performance indicators, insight drivers, and revenue impact levers, enabling them to understand, act upon, and optimize event performance.
• Supervise the Product Development Lifecycle: Develop a robust collaboration with DT to ensure all tasks are prioritized appropriately, with a focus on user-friendliness, accessibility, and providing stakeholders with seamless self-service data access.
• Understanding Business Storylines as tied to Goals, OKRs and business outcomes
• Build requirements that support he storylines that outline exact user acceptance criteria
• Prioritize the requirements to ensure proper spint planning for on time deliver
• User Acceptance Testing (UAT) to ensure deliverable aligns with acceptance criteria delivered

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.
• BA/BS in Mathematics, Statistics, Computer Science, Economics, Marketing, Business or analytical field
• 8+ years of marketing analytics experience, focusing on standardization of reporting and measurement.  Experience with field marketing and events, strongly preferred.  
• Ability to not only understand the immediate ask of the business, but to see the long term roadmap for Events and keep building and innovating in that direction
• Ability to actively listen and learn from stakeholders. Understand the rationale behind their questions, how it applies across all GEOs, functions, and departments, and how it can be seamlessly adopted by everyone.
• To stay current with our OKR visualization, we need to proactively develop dashboards that allow our stakeholders to self-serve.
• This role necessitates outstanding communication skills, as it requires effective collaboration across all departments and levels within Field Marketing, as well as with various Sales functions.
• Demonstrated proficiency in concurrently managing multiple projects and deadlines while effectively coordinating with numerous stakeholders.
• Acquire a thorough understanding of the measurement framework for Event Performance.
• Effective