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Salary: USD 192,400 - 300,650 / annual
ServiceNow is seeking a Director, Customer Excellence Product Marketing to lead positioning, messaging, and go-to-market strategy for the Customer Excellence portfolio, including Impact and Expert Services offerings. This is a strategic leadership role that requires equal parts strategist, builder, operator, and influencer.
Key Responsibilities:
Customer Excellence Narrative & Positioning (35%): 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 these offerings matter and how they work together. Create compelling customer value realization stories that connect product adoption to measurable business outcomes. Ensure consistent representation across ServiceNow platform, solution, and industry narratives. Serve as strategic advisor for Customer Excellence messaging and positioning decisions.
Seller Enablement & Go-to-Market Strategy (25%): Define strategies and frameworks that enable customer-facing teams to effectively communicate Customer Excellence value. Develop seller readiness and enablement strategies, messaging frameworks, sales narratives, talk tracks, battlecards, and objection handling strategies. Partner with Sales, Enablement, and Customer Excellence leadership to improve field effectiveness. Support Services transformation toward recurring revenue models. Establish measurement approaches to assess seller readiness and messaging adoption.
Market Intelligence & Insights (20%): Create a scalable market intelligence capability that continuously informs strategy. Establish structured Voice of Customer, Voice of Field, and Voice of Services feedback models. 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 connecting market insights to Product, Services, Customer Excellence, and Marketing stakeholders.
Customer Excellence Operating Model & Scale (20%): 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. Build systems and workflows that enable scale through AI, automation, and leverage. Evaluate future organizational needs and recommend investments and resource requirements.
Cross-Functional Leadership & Influence: Operate as 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. Represent Customer Excellence priorities within Product & Solutions Marketing planning.
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, and Customer Excellence Product Marketing operating model.
What 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, or general marketing support requests.
Requirements:
- 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, Operational Framework Design, Systems Thinking, Executive Communication, Matrix Organization Leadership, Stakeholder Management Excellence.
Differentiating Attributes: Builder Mentality, AI-Native Mindset, Self-Sufficient & High Agency, Entrepreneurial Operator, Customer Obsessed, Relentless Follow-Through.
