Senior Director, Lifecycle & Customer Excellence 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

Lead the strategic vision and execution of lifecycle marketing across our customer journey. You will architect an AI-driven, real-time customer engagement model that transforms how customers experience our brand from onboarding through expansion and retention. This role owns the business outcomes of customer activation, engagement, LTV growth, and expansion revenue. 

Key Responsibilities:

• Own end-to-end lifecycle marketing strategy and accountability for customer activation, engagement, retention, and growth KPIs.

• Build and lead a high-performing team (reporting structure established separately) including managers, strategists, and lifecycle specialists.

• Partner with VP of Customer Excellence to define lifecycle marketing roadmap and annual goals aligned to corporate objectives. 

• Partner across marketing, functions (demand generation, product marketing, brand), customer success and product to ensure end-to-end alignment and continuous customer engagement throughout the revenue cycle. Own accountability for orchestrating lifecycle programs that connect awareness and conversion strategies to adoption, growth, and retention.  

• Design and execute product led growth strategy for lifecycle marketing, including product qualified lead orchestration, AI driven personalization and agentic workflows that operate at scale, enabling dynamic response to product behavior signals. 

• Establish cross-marketing alignment frameworks and rhythm to ensure lifecycle programs connect seamlessly with demand gen, product marketing, and brand initiatives. 

• Own content strategy for lifecycle marketing: establish frameworks for developing, modularizing, and activating content across multiple mediums and channels. Partner with subject matter experts (SMEs), product, and technical teams to develop authoritative, customer-centric content that drives adoption and engagement. 

• Partner with product marketing and customer success strategy to align lifecycle programs with positioning, messaging frameworks, and competitive differentiation; ensure lifecycle journeys activate and reinforce approved positioning narratives. 

• Partner with product, IT and operations to operationalize telemetry into AI assisted lifecycle marketing actions that drive activation, adoption, expansion and customer success assist motions. 

• Lead the strategy for AI-powered in-product engagement and feature adoption programs (in-app messaging, nudges, guidance, onboarding flows), ensuring lifecycle marketing complements and amplifies product-led experiences. Partner with product teams to co-design adoption strategies, align on discoverability for new capabilities, and leverage agentic intelligence to personalize in-product guidance at scale. 

• Establish governance frameworks for real-time segmentation, personalization, and experimentation at scale.

• Define and optimize lifecycle marketing KPIs: customer activation rates, engagement scores, LTV, expansion revenue, churn reduction, win back performance. 

• Lead transformation from campaign-based to event-driven, always-on customer engagement model powered by AI and real-time customer intelligence. 

• Lead mar tech strategy and vendor partnerships that enable omnichannel lifecycle activation. 

• Establish measurement and attribution frameworks that connect lifecycle activities to revenue outcomes. 

• Lead and influence cross-functional partnerships with Marketing, Customer Success, Sales, Product, and Operations to align on shared lifecycle objectives. 

Qualifications

Required Qualifications & Experience: 

• 10+ years in lifecycle, customer success, retention, or expansion marketing, with 3+ years in a director or senior leadership role. 

• Proven track record of leading teams and building scalable lifecycle marketing systems. 

• Strategic expertise in customer journey design, behavioral analytics, and predictive intelligence. 

• Deep fluency in AI-assisted marketing, real-time personalization, and automation technologies. 

• Experience supporting or leading Product-Led Growth motions, including PQL strategy, product usage data integration, and sales-assist workflows. Familiarity with product telemetry platforms (Mixpanel, Amplitude, Segment) and in-product engagement strategies is a plus. 

• Experience defining and owning customer-centric KPIs and business accountability. 

• Demonstrated ability to influence cross-functional leaders and drive organizational transformation. 

• Strong understanding of customer data platforms, marketing automation, and analytics infrastructure. 

• Content strategy expertise: proven ability to develop, modularize, and activate content across multiple mediums and channels; experience partnering with SMEs and subject matter experts to create authoritative customer-facing content. 

For positions in this location, we offer a base pay of $220,300 - $396,500, 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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