Director, Customer Excellence Product Marketing

Company Description

It all started when engineer Fred Luddy wrote code that automated a tedious task for his coworker, Phyllis. She cried tears of joy. That moment inspired Fred to build a company that could do that for everyone—freeing people from busywork so they could focus on meaningful work. Today, ServiceNow is the AI control tower for business reinvention. Our ServiceNow AI platform brings together any AI, any data, and any workflow— helping 85% of the Fortune 500® work smarter, faster, and better. We're building an AI-native culture where technology and talent are unstoppable together. And we're just getting started.

Join us to put AI to work for people.

Job Description

Role Overview 

You thrive at the intersection of strategy, storytelling, and systems. You can translate a complex business challenge into a compelling market narrative, align diverse stakeholders around a common vision, and build the operating model required to scale impact. You enjoy bringing clarity to ambiguity, creating structure where none exists, and leveraging AI and automation to work smarter. If that sounds like your ideal environment, keep reading. 

Customer Excellence is one of ServiceNow's most important growth opportunities, helping customers accelerate adoption, realize business value faster, and maximize outcomes from their ServiceNow investments. As Impact continues to scale and Services evolves toward a recurring growth model, ServiceNow is investing in a dedicated Product Marketing leader to define how these offerings are positioned, understood, and activated in market. 

The Director, Customer Excellence Product Marketing serves as the dedicated Product Marketing leader for the Customer Excellence portfolio, including Impact, Expert Services, and the broader customer value realization story. This role owns positioning, messaging, seller enablement strategy, market intelligence, and go-to-market frameworks while establishing the operating model needed to scale the function over time.  

This is not a traditional portfolio Product Marketing role. 

Success requires equal parts strategist, builder, operator, and influencer. You will partner across Product, Customer Excellence, Services, Sales, and Marketing to create a unified narrative, establish scalable ways of working, and build feedback loops that connect customer and seller insights back into the business. You will help determine how this capability scales over time through AI, automation, operating model innovation, partnerships, and future investment decisions. 

If you are energized by building new capabilities, influencing senior leaders without direct authority, and creating repeatable systems that scale impact far beyond your own individual contribution, this role was built for you. 

Key Responsibilities 

Customer Excellence Narrative & Positioning (35%) 

Lead the market narrative and positioning strategy for the Customer Excellence portfolio. 

Responsibilities 

• Own positioning and messaging for Impact, Expert Services, and emerging Customer Excellence offerings 

• Develop differentiated value propositions, messaging frameworks, and competitive positioning strategies 

• Build and maintain the market narrative explaining why Impact and Expert Services matter, how they work together, and the value customers realize through both offerings.  

• Create compelling customer value realization stories that connect product adoption to measurable business outcomes. 

• Ensure Customer Excellence offerings are consistently represented across ServiceNow platform, solution, and industry narratives. 

• Serve as the strategic advisor for Customer Excellence messaging and positioning decisions across the organization. 

Seller Enablement & Go-to-Market Strategy (25%) 

Define the strategies and frameworks that enable customer-facing teams to effectively communicate Customer Excellence value. 

Responsibilities 

• Define seller readiness and enablement strategies that improve awareness, adoption, and utilization. 

• Develop messaging frameworks, sales narratives, talk tracks, battlecards, and objection handling strategies. 

• Partner with Sales, Enablement, and Customer Excellence leadership to improve field effectiveness and consistency of message. 

• Support the Services transformation toward recurring revenue models through effective positioning and go-to-market strategies. 

• Establish measurement approaches to assess seller readiness, content utilization, and messaging adoption. 

Market Intelligence & Insights (20%) 

Create a scalable market intelligence capability that continuously informs strategy and prioritization. 

Responsibilities 

• Establish a structured Voice of Customer, Voice of Field, and Voice of Services feedback model. 

• Synthesize customer feedback, seller insights, competitive intelligence, adoption trends, and market signals. 

• Conduct win/loss analysis and identify messaging gaps, competitive threats, and growth opportunities. 

• Create repeatable feedback loops that connect market insights to Product, Services, Customer Excellence, and Marketing stakeholders. 

• Translate market signals into actionable recommendations that influence strategy and investment decisions. 

Customer Excellence Operating Model & Scale (20%) 

Establish the operational foundation for how Customer Excellence Product Marketing works and scales. 

Responsibilities 

• Design and evolve the Customer Excellence Product Marketing operating model. 

• Establish repeatable engagement frameworks across Product, Customer Excellence, Services, Sales, Enablement, and Marketing. 

• Define operating rhythms, governance structures, stakeholder engagement models, and decision-making frameworks. 

• Create scalable frameworks, templates, and best practices that increase consistency and reduce dependency on manual effort. 

• Build systems and workflows that enable scale through AI, automation, and leverage rather than headcount alone. 

• Evaluate future organizational needs and recommend investments, operating model enhancements, or resource requirements based on business impact and maturity. 

Cross-Functional Leadership & Influence 

Responsibilities 

• Operate as the connective tissue across Product, Customer Excellence, Services, Sales, and Marketing organizations. 

• Influence VP- and senior leader-level stakeholders without direct authority.  

• Drive alignment around Customer Excellence priorities, positioning, and strategic initiatives. 

• Establish clear ownership boundaries and engagement models across a complex stakeholder environment. 

• Represent Customer Excellence priorities within Product & Solutions Marketing planning and execution processes. 

What This Role Owns 

• Impact positioning and messaging 

• Expert Services positioning and messaging 

• Customer value realization narrative 

• Customer Excellence messaging architecture 

• Competitive positioning and differentiation 

• Seller enablement strategy 

• Voice of Customer and Voice of Field insights 

• Market intelligence programs 

• Win/loss analysis 

• Services transformation positioning and GTM support 

• Customer Excellence Product Marketing operating model 

What This Role Does Not Own 

To maintain focus and strategic impact, this role does not own: 

• Product roadmap or prioritization 

• Product management 

• Service delivery methodologies 

• Services packaging strategy 

• Adoption operations 

• Customer success operations 

• NPS ownership 

• GRR ownership 

• Renewal execution 

• Campaign execution 

• Customer marketing programs 

• Advocacy programs 

• Demand generation execution 

• Event production and execution 

• Launch management 

• General marketing support requests 

This role defines the narrative, positioning, enablement strategy, and market insights. Partner organizations execute within their respective functions.  

Qualifications

Experience 

• 10+ years of experience in Product Marketing, Solution Marketing, Product Strategy, Go-to-Market, or related enterprise technology roles. 

• Proven experience developing positioning, messaging, and go-to-market strategies for complex enterprise offerings. 

• Experience influencing senior executives and leading strategic initiatives in highly matrixed organizations. 

• Experience partnering across Product, Sales, Services, Customer Success, and Marketing organizations. 

• Experience building or establishing new capabilities, operating models, or programs from the ground up. 

• Strong understanding of customer adoption, value realization, customer success, professional services, or recurring revenue business models preferred. 

Core Competencies 

Strategic Product Marketing 

Develops compelling narratives, differentiated positioning, competitive strategies, and scalable go-to-market frameworks. 

Operational Framework Design 

Creates structures that bring clarity to complexity, designing operating models, governance frameworks, and repeatable processes that scale. 

Systems Thinking 

Looks beyond individual deliverables to create sustainable capabilities, operating mechanisms, and long-term organizational leverage. 

Executive Communication 

Creates executive-ready materials and communicates complex concepts with clarity, precision, and influence. 

Matrix Organization Leadership 

Thrives in environments requiring close collaboration across Product, Sales, Services, Marketing, and Customer Excellence teams at all levels. 

Stakeholder Management Excellence 

Builds trust quickly, drives alignment, resolves ambiguity, and successfully influences without direct authority. 

Differentiating Attributes 

Builder Mentality 

Energized by creating new capabilities, establishing operating models, and bringing clarity to ambiguous business challenges. 

AI-Native Mindset 

Actively explores AI-enabled workflows, automation opportunities, and innovative approaches that improve productivity and organizational scale. 

Self-Sufficient & High Agency 

Requires minimal direction, proactively identifies opportunities, develops solutions, and drives outcomes. 

Entrepreneurial Operator 

Balances strategic thinking with execution excellence and enjoys building systems that create durable impact. 

Customer Obsessed 

Maintains deep curiosity about customer outcomes, adoption challenges, and value realization opportunities. 

Relentless Follow-Through 

Maintains momentum through complexity, drives initiatives to completion, and consistently delivers business outcomes. 

What Success Looks Like 

First 90 Days 

• Develop a deep understanding of the Customer Excellence portfolio, stakeholder landscape, and existing market perception. 

For positions in this location, we offer a base pay of <<$192,400 - $300,650>>, 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 change based on work location.

Additional Information

Work Personas

We approach our distributed world of work with flexibility and trust. Work personas (flexible, remote, or required in office) are categories that are assigned to ServiceNow employees depending on the nature of their work and their assigned work location. Learn more here. To determine eligibility for a work persona, ServiceNow may confirm the distance between your primary residence and the closest ServiceNow office using a third-party service.

Equal Opportunity Employer

ServiceNow is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, age, disability, gender identity,  veteran status, or any other category protected by law. In addition, all qualified applicants with arrest or conviction records will be considered for employment in accordance with legal requirements.  

Accommodations

We strive to create an accessible and inclusive experience for all candidates. If you require a reasonable accommodation to complete any part of the application process, or are unable to use this online application and need an alternative method to apply, please contact for assistance. 

Export Control Regulations

For positions requiring access to controlled technology subject to export control regulations, including the U.S. Export Administration Regulations (EAR), ServiceNow may be required to obtain export control approval from government authorities for certain individuals. All employment is contingent upon ServiceNow obtaining any export license or other approval that may be required by relevant export control authorities. 

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