Sr. Manager, Global Brand Insights & Analytics

Company Description

At ServiceNow, our technology makes the world work for everyone, and our people make it possible. We move fast because the world can’t wait, and we innovate in ways no one else can for our customers and communities. By joining ServiceNow, you are part of an ambitious team of change makers who have a restless curiosity and a drive for ingenuity. We know that your best work happens when you live your best life and share your unique talents, so we do everything we can to make that possible. We dream big together, supporting each other to make our individual and collective dreams come true. The future is ours, and it starts with you. 

With more than 7,700+ customers, we serve approximately 85% of the Fortune 500®, and we're proud to be one of FORTUNE 100 Best Companies to Work For® and World's Most Admired Companies™.

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Unsure if you meet all the qualifications of a job description but are deeply excited about the role? We still encourage you to apply! At ServiceNow, we are committed to creating an inclusive environment where all voices are heard, valued, and respected. We welcome all candidates, including individuals from non-traditional, varied backgrounds, that might not come from a typical path connected to this role. We believe skills and experience are transferrable, and the desire to dream big makes for great candidates.

Job Description

We are seeking a data insights and analytics lead to join our global brand marketing team. The ideal candidate possesses a keen understanding of market dynamics, consumer behavior, and brand performance metrics and will have a proven track record in translating complex cross-channel data into actionable insights that drive insights and strategic decision-making that will help elevate our brand’s position within the competitive landscape.

We are looking for a data-driven leader who can navigate the intersection of performance analytics and brand strategy, leveraging cutting-edge tools and methodologies to uncover valuable insights that shape our company's narrative and resonate with our target audience.

The successful candidate will demonstrate proficiency in interpreting both quantitative and qualitative data and research, drawing correlations, and identifying emerging trends to inform marketing strategies and optimize brand performance. Moreover, the candidate should possess strong communication skills, be able to distill complex findings into clear, compelling narratives that inspire cross-functional teams and stakeholders to align around common objectives. This role requires a strategic thinker with a passion for innovation, capable of driving continuous improvement in our brand insights processes and methodologies to maintain our competitive edge in the market. 

Responsibilities:

1. Brand Measurement and Reporting:

Work with brand team leaders to develop an end-to-end Global Brand Marketing measurement framework with primary and secondary KPIs and benchmarks across all brand channels

• Regularly monitor and analyze key brand metrics, with a primary focus on unaided and aided awareness and consideration, across global markets, using various analytics tools including Adobe Analytics, Morning Consult, Nielsen and Sprinklr.
• Share regular strategic reports on campaign and content performance across Global Brand Marketing and to relevant stakeholders with performance data, insights and recommended optimizations based on our KPI goals.

2. Cross-Functional Collaboration:

• Collaborate with internal team leads, including Brand Strategy, Brand Content, and Paid Media, to gather relevant data and insights for a comprehensive understanding of brand performance.
• Collaborate with partners in Comms, Product & Solution Marketing, Field Marketing, and Digital Acquisition and Strategy Ops and Digital Analytics teams to help form comprehensive insights and stories, and to share relevant information.
• Foster effective communication and collaboration to ensure alignment on brand health goals and strategies.

3. Strategic Liaison:

• Partner with Brand Strategy during annual planning to assess both performance learnings and market / audience insights to help ground our annual marketing strategies.
• Act as a liaison between the global brand marketing team and external research agencies to facilitate the execution of brand health studies and surveys.
• Leverage research findings to inform strategic decisions and recommendations for enhancing brand perception.
• Act as research thought