Senior Director, Marketing Technology (MarTech)

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

Senior Director, Marketing Technology (MarTech) is responsible for building and operating ServiceNow’s global Marketing Technology ecosystem as a strategic growth platform—powering buying-group engagement, lifecycle orchestration, and AI-enabled marketing at scale.

This role owns the MarTech operating system: defining how platforms, data, workflows, and AI agents work together to enable consistent, compliant, and high-performing marketing execution across regions and teams. The Senior Director leads platform strategy, governance, and enablement while partnering closely with Digital Experience, Activation, Data & Analytics, IT, and Integrated Marketing.

This is a senior leadership role requiring deep technical fluency, strong product thinking, and the ability to operate at the intersection of architecture, governance, and business outcomes

Key Responsibilities

MarTech Strategy & Architecture

• Define and own the enterprise MarTech architecture, including marketing automation, CDP, identity, orchestration, analytics, and AI enablement layers.
• Translate GTM and Buying Group strategy into system behavior: orchestration logic, data flows, decisioning rules, and activation patterns.
• Maintain a multi-year MarTech roadmap aligned to business priorities, platform evolution, and AI capability maturity.

Platform Operations & Enablement

• Lead day-to-day operations of core MarTech platforms (e.g., automation, CDP, journey orchestration, CMS/CCMS integrations).
• Establish operational rigor: intake models, SLAs, release management, platform health metrics, and incident management.
• Build enablement programs that ensure marketers, pods, and partners can self-serve effectively within governed guardrails.

AI, Automation & Agent Operations

• Operationalize AI and agent-based workflows across marketing use cases (e.g., journey optimization, content generation, testing, targeting).
• Define “human-in-the-loop” accountability for all AI systems to ensure quality, brand safety, and regulatory compliance.
• Partner with Data, Engineering, and IT to scale agent orchestration responsibly across the MarTech stack.

Governance, Privacy & Compliance

• Own MarTech governance across data privacy, consent management, AI governance, and brand safety.
• Ensure compliance with global regulations (GDPR, CCPA, emerging AI regulations) across all marketing platforms and workflows.
• Establish clear standards for data usage, integrations, vendor access, and third-party activation.
• Cross-Functional Leadership & Partnership
• Partner with Digital Experience and Activation leaders to ensure MarTech enables end-to-end journeys across owned and paid channels.
• Collaborate with Data & Analytics to ensure clean signal capture, identity resolution, measurement, and closed-loop optimization.
• Act as the senior MarTech counterpart to IT/DT on architecture decisions, integrations, security, and scalability.

Key Outcomes & Deliverables

• A scalable, AI-enabled MarTech operating system aligned to Buying Groups and lifecycle engagement
• Clear platform ownership, governance models, and decision rights across Marketing and IT
• Improved speed-to-market for campaigns and journeys without sacrificing compliance or quality
• Increased adoption and measurable value realization from MarTech investments
• A future-ready foundation for agentic marketing and real-time orchestration

Qualifications

Required Qualifications

Experience & Expertise

• 12+ years of experience in MarTech, digital platforms, or marketing systems leadership
• Proven ownership of large-scale MarTech ecosystems (automation, CDP, identity, orchestration, analytics)
• Strong understanding of B2B GTM models, Buying Groups, lifecycle marketing, and account-based strategies
• Demonstrated experience operationalizing AI and automation in production marketing environments

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