Naming Director, ServiceNow

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

ServiceNow is seeking a seasoned Naming Director to lead our global naming practice. The Director of Naming Strategy is a strategic leader who brings clarity, structure, and creativity to the complex world of enterprise platform naming. They are responsible for shaping how ServiceNow names everything from it’s flagship brands and programs down to products, applications, AI portfolio, and the rest —ensuring every name fits within a clear architecture and supports the broader brand and business strategy. This role requires both naming craft and systems thinking. They are a key cross-functional partner to product, legal, and marketing teams—balancing creative vision with legal defensibility, product logic, and brand storytelling. They guide naming decisions, own the underlying architecture (with product marketing), and help scale naming operations through strong governance and enablement.​ 

Key Responsibilities​ 

• Strategic Naming Leadership​ 
  Defines and evolves naming strategy across the entire portfolio—platforms, product suites, applications, and AI—ensuring consistency and strategic fit.​ 

• Naming Architecture & Systems​ 
  Owns the ServiceNow naming architecture. Builds and maintains scalable naming frameworks, conventions, and definitions that support growth​ 

• Cross-Functional Alignment​ 
  Operates as a trusted strategic partner to Product Marketing, Product Management, Legal, Brand, and UX teams. Aligns naming with product roadmaps, customer experience goals, and brand strategy.​ 

• Governance & Operationalization​ 
  Drives the creation of naming playbooks, workflows, and decision-making models. Enables the organization to make faster, more consistent naming decisions​ 

• Strategic Naming Craft​ 
  Develops, evaluates, and recommends names across tiers—bringing clarity, linguistic insight, and strategic rigor to each naming decision. ​ 
   

• Trademark & Legal Collaboration​ 
  Partners closely with Legal to ensure all names are cleared for trademark, regulatory, and global use. Balances creative direction with defensibility and practical constraints.​ 

• Brand Integration​ 
  Ensures that every name reinforces ServiceNow’s brand voice and strategic narrative. Helps connect the dots across products and experiences.​ 

Qualifications

• Extensive experience in naming, or verbal identity —with deep expertise in enterprise technology, platforms 

• Fluent in both creative development and system design—able to zoom out to define architecture, and zoom in to craft names and rationales​ 

• Strong collaborator who builds trusted relationships across product, marketing, brand, and legal functions​ 

• Confident presenting naming strategy to senior stakeholders, with a clear point of view and an ability to bridge technical, legal, and creative perspectives​ 

• Adept at balancing flexibility with governance—bringing structure to chaos without stifling innovation​ 

• Deep understanding of global trademark considerations, and experience working closely with legal counsel​ 

• Passionate about language, precision, and storytelling—grounded in business goals and user needs​ 

• Organized & fastidious in their approach, helping bring clarity and cohesion to the naming process, tooling & workflow ​ 

For positions in this location, we offer a base pay of $177,100 - $310,000, 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 total compensation will vary based on factors such as qualifications, skill level, competencies, and work location. We also offer health plans, including flexible spending accounts, a 401(k) Plan with company match, ESPP, matching donations, a flexible time away plan and family leave programs. Compensation is based on the geographic location in which the role is located and is subject to c