Director, Global Webinars & Virtual Experiences

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 Director, Global Webinars & Virtual Experiences is a senior marketing leader responsible for owning the global webinar strategy end-to-end—from vision and business alignment through hands-on execution and performance optimization. This role is uniquely designed for a hands-on strategic leader: a director-level leader who can set strategy, inspire and guide others, and personally execute and produce high-impact webinars as required. 

Webinars are a strategic lever within the Global campaign framework and a critical driver of pipeline, revenue influence, and customer engagement across pipeline progression. This role partners closely with Campaigns, Field Marketing, Product Marketing, Sales, Marketing Operations, other internal stakeholders and external vendors to deliver scalable, pipeline-driven digital experiences aligned to business priorities. 

The Director serves as the webinar pipeline owner for global programs, ensuring programs are tightly aligned to campaign strategy, buyer needs, and measurable outcomes focused on pipeline maturation, acceleration, and conversion.

What you get to do in this role:

Strategy & Leadership 

• Own and evolve the global webinar and virtual events strategy aligned to the global campaign framework and regional pipeline goals. 
• Serve as the webinar “pipeline officer” for global—working backward from revenue targets to define audience, volume, conversion goals, and program mix. 
• Act as a senior strategic partner to campaign directors, demand leaders, solution marketing, and sales to ensure webinars are fully integrated into GTM motions. 
• Establish best practices, frameworks, and operating rhythms for webinars across the pipeline progression. 
• Lead executive and cross-functional interlock for planning cycles, QBRs, and performance reviews. 

Execution & Program Ownership 

• Personally lead and execute webinars and virtual events end-to-end when required, including topic development, speaker readiness, production oversight, audience acquisition, live execution, and post-event follow-up. 
• Set the bar for excellence in digital experience design, storytelling, and audience engagement. 
• Identify opportunities to innovate formats, platforms, and experiences to continuously elevate program impact. 

Program & Team Management 

• Lead, coach, and develop a high-performing global webinar team (internal and/or contractor resources), setting clear priorities, standards, and accountability. 
• Drive strong cross-functional collaboration across campaigns, web, media, events, social, operations, etc. 
• Manage external vendors and webinar platforms to ensure high-quality execution and cost efficiency. 

Measurement, Operations & Optimization 

• Own webinar performance measurement, reporting, and insights—tracking influence on pipeline, conversion rates, engagement, and ROI. 
• Partner closely with Marketing Operations to ensure accurate tracking, lead flow, routing, and reporting across systems. 
• Monitor and manage program budgets, vendor spend, and forecasting. 
• Use data, insights, and feedback to continuously optimize strategy, execution, and investment decisions

Qualifications

To be successful in this role you have:

• Proven ability to operate successfully at a director level with strong business acumen, executive presence, and comfort owning strategy tied to pipeline and revenue. 
• Deep expertise in B2B webinar and digital event strategy, execution, and optimization. 
• Demonstrated experience as a hands-on strategic leader—able to both lead teams and personally execute complex programs. 
• Strong understanding of integrated campaign strategy and how webinars support GTM motions. 
• Exceptional pipeline and measurement orientation, including experience working backward from revenue goals to define program strategy. 
• Advanced project management skills with the ability to manage multiple workstreams, stakeholders, and timelines. 
• Strong analytical mindset with a passion for data-dri