Senior Manager, Customer Marketing Adoption

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

Customer Excellence Marketing 
Customer Marketing is focused on strategies and tactics that help customers get started with ServiceNow, deploy products and applications, accelerate time to first value, and ultimately achieve their business goals quickly. We build strong relationships with existing customers and partners, engaging them through email, events, community activities, etc., to drive adoption, retention, loyalty, and upselling opportunities. This data-driven team understands customer needs and preferences, creating targeted communications and delivering personalized experiences to enhance customer engagement. The Customer Marketing team works closely with the Customer Excellence Group and Product Management teams at ServiceNow.

We are looking for a skilled Customer Marketing Manager with 10+ years of experience in customer success, online and in-person user group engagement, adoption, or customer marketing to join our dynamic team. This role will focus on working with the product teams to define a post-purchase content strategy, co-designing effective nurtures/journeys and deployment/adoption experiences, aligned to a product lifecycle. The ideal candidate will be adept at leveraging customer data and insights to create targeted marketing initiatives and understands the critical role of content to drive engagement via email, social, community and events to help customers deploy and adopt ServiceNow products. 

The successful candidate will also have the expertise to lead customer journey mapping for ServiceNow products, covering all touchpoints, deliverables, ownership, and success metrics at each stage of the journey, ensuring a seamless and personalized experience from initial engagement to long-term retention. Additionally, the role will collaborate with field marketing teams and the community to effectively integrate adoption content and activities within ServiceNow User Groups.

This position is based out of our global HQ in Santa Clara, CA, San Diego, CA, or Seattle, WA (with at least 2 days per week in the office). Remote candidates will also be considered. 
We are looking for a person who can thrive in a fast-paced environment, has a proven track record of managing complex operations, and excels at building strong relationships. They will be responsible for driving cross-team execution and collaboration across multiple teams and stakeholders to foster engagement, demand, and business growth. 

The ideal candidate has solid experience in customer success planning & strategy, events management, digital email nurtures and impeccable stakeholder management. They should be a passionate marketer, both a thinker and a doer. 

Key Responsibilities: 

• Partner with the Business Units to design the deployment and adoption journeys for a solution/product.  
• Email Nurture, Paid Media, or Social Campaigns: 
• Co-design, for a particular solution/BU, email nurture programs, paid media, or social campaigns that guide customers through their journey, ensuring relevant content and timely communication to enhance engagement and conversion rates. 
• ServiceNow User Groups and Customer Adoption Events: 
• Partner with Enterprise Field Marketing teams to plan and execute regional events (e.g., SNUGS, World Forums, etc) aimed at driving customer adoption of our products and services. Collaborate with cross-functional teams to develop event content, logistics, and follow-up strategies. 
• Customer Insights: 
• Utilize data analytics and customer feedback to inform marketing strategies, tailoring messaging, segmentation, and campaign tactics/CTAs to meet the unique needs of different customer segments. Capture and promote customer stories that highlight successful deployments. 
• Content Development and Management: 
• Coordinate the development of compelling content for deployment, adoption, and customer success stories that resonate with our target audience and align with our brand voice. 
• Collaboration: 
• Work closely with sales, product, and customer success teams to ensure alignment on messaging and objectives for customer marketing initiatives. 
• Performance Analysis and business reviews