Senior Director, Portfolio Naming

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

As ServiceNow's pace of innovation accelerates across AI, platform capabilities, products, solutions, acquisitions, and industry offerings, the volume, complexity, and strategic importance of naming decisions continues to grow. The company manages a large and evolving portfolio of products, capabilities, experiences, offers, and technologies, creating an ongoing need to ensure customers can easily understand how the portfolio fits together and where each offering belongs.

We are seeking a Senior Director, Portfolio Naming to lead the next phase of evolution for ServiceNow's naming capability.

This leader will establish the strategy, governance, operating model, tooling, and organizational structure required to scale naming across a rapidly expanding portfolio. They will help move the function beyond managing individual naming requests and toward actively shaping a coherent, customer-centric naming ecosystem that strengthens portfolio clarity, improves decision velocity, and supports future growth.

This is not primarily a naming role.

It is a portfolio strategy, operating model, and organizational leadership role for someone who understands how enterprise technology portfolios evolve, how customers navigate complexity, and how strong naming systems create clarity, differentiation, and commercial impact.

What You'll Do

Define the Portfolio Naming Strategy

Develop the long-term vision, principles, and frameworks that guide naming across ServiceNow's product portfolio.

Establish clear approaches for products, platform capabilities, AI experiences, solutions, offers, acquisitions, and future innovations.

Continuously evaluate how naming decisions collectively shape customer understanding of the portfolio and identify opportunities to improve clarity, consistency, hierarchy, and scalability.

Move beyond individual naming requests to proactively identify emerging challenges and opportunities before they become larger portfolio issues.

Serve as Steward of the Portfolio Naming Ecosystem

Own the health and evolution of ServiceNow's broader naming ecosystem.

Evaluate the cumulative impact of naming decisions across the portfolio and develop strategies to reduce fragmentation, improve consistency, strengthen naming architecture, and create greater coherence over time.

Partner across Product, Marketing, Brand, Legal, and Operations to establish sustainable naming practices that balance innovation with long-term portfolio clarity.

Help guide decisions around what should be named, what should not be named, and how naming constructs should evolve as the portfolio grows.

Build a Scalable Enterprise Capability

Transform naming from a high-volume service into a scalable enterprise function.

Design and implement the governance, prioritization frameworks, workflows, dashboards, tooling, metrics, decision forums, and operating mechanisms required to support an increasingly complex portfolio.

Build systems that improve transparency, reduce manual effort, increase consistency, and accelerate decision making.

Leverage AI, automation, workflow technology, and modern operating practices to scale impact without scaling complexity. Existing investments in naming workspaces, governance, tooling, workflows, and measurement should continue to mature into a durable operating model.

Lead Strategic Product and Portfolio Engagement

Partner with Product Management, Portfolio Marketing, Brand, Design, Legal, Pricing & Packaging, and executive stakeholders to shape naming decisions early in the planning process.

Develop deep understanding of ServiceNow's products, roadmap, architecture, AI strategy, competitive landscape, and customer challenges.

Translate complex technical concepts into clear, commercially effective naming strategies that support customer adoption and portfolio understanding.

Influence discussions before naming becomes a tactical exercise, helping teams make better decisions about products, capabilities, categories, hierarchy, and market positioning.

Drive Executive Alignment and Decision Making

Lead some of the company's most visible and strategically significant naming initiatives.

Frame complex decisions, clarify trade-offs, align stakeholders, and provide clear recommendations that enable executive decision making.

Represent the naming function in leadership reviews, planning cycles, strategic initiatives, and cross-functional forums.

Build confidence and trust with senior leaders by consistently bringing clarity, structure, and informed perspective to ambiguous and high-impact decisions.

Evangelize and Elevate the Capability

Position naming as a strategic business capability and creative partner rather than a downstream review process.

Build understanding of naming principles, portfolio architecture, governance models, and best practices across the organization.

Develop communications, training, engagement programs, and stakeholder communities that improve adoption and raise the overall quality of naming inputs and decisions.

Act as an ambassador for the function and help establish naming as a critical component of the customer experience and portfolio strategy.

Build and Lead a High-Performing Team

Lead and develop a small but highly influential team spanning naming strategy, operations, tooling, research, and governance.

Create a culture of strategic thinking, operational excellence, accountability, creativity, and continuous improvement.

Build the organizational foundation needed to support future growth while ensuring the team remains agile, influential, and closely connected to business priorities.

What Success Looks Like

Within the first 12-24 months, this leader will:

• Establish a clear long-term vision and operating model for portfolio naming.
• Improve consistency and coherence across the ServiceNow portfolio.
• Reduce fragmentation and duplication across naming constructs.
• Strengthen naming architecture and governance.
• Increase executive confidence and decision velocity.
• Expand proactive strategic engagement earlier in the product lifecycle.
• Mature naming workflows, tooling, automation, reporting, and measurement capabilities.
• Improve the quality, predictability, and scalability of naming operations.
• Strengthen partnerships across Product, Portfolio Marketing, Brand, and Design.
• Build a durable capability capable of supporting future portfolio growth and innovation.

Qualifications

• 12+ years of experience in enterprise technology, product marketing, portfolio strategy, brand architecture, naming, or related disciplines.
• Proven experience operating at the intersection of product strategy, portfolio strategy, customer experience, and brand.
• Experience building and scaling organizational capabilities, operating models, or centers of excellence.
• Demonstrated success influencing VP- and C-level stakeholders.
• Strong understanding of enterprise software portfolios, platform businesses, and go-to-market models.

Capabilities

• Strategic systems thinker who can balance individual decisions with long-term portfolio outcomes.
• Strong product curiosity and ability to rapidly build technical understanding.
• Exceptional executive communication and storytelling skills.
• Ability to simplify complexity and create clarity in ambiguous environments.
• Strong operator with experience building scalable processes, governance, and organizational systems.
• Skilled at influencing across functions and driving alignment among diverse stakeholders.
• Deep appreciation for both the creative and commercial dimensions of naming.

For positions in this location, we offer a base pay of $228,900 - $412,000, 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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