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Salary: USD 192,400 - 336,700 / annual
ServiceNow is seeking a Director of Industry Marketing for Telecommunications to own the company's narrative and positioning within the telco sector. The telecommunications industry is at an inflection point—networks are becoming smarter, customer expectations are rising, and operators face pressure to monetize 5G while cutting operational costs. This role requires deep industry expertise and the ability to translate telco challenges into compelling messaging that resonates with C-suite buyers (CTOs, COOs, Chief Network Officers, VPs of Operations).
You will define ServiceNow's point of view for the telecommunications vertical, crafting narratives that connect platform capabilities to real telco problems: network operations transformation, BSS/OSS modernization, field service efficiency, and customer experience reinvention. A core differentiator of this role is building an AI-first marketing motion—you'll embed AI agents, automated content workflows, and intelligent buyer signals into how your team operates daily. This means using AI to accelerate industry research, synthesize competitive signals, stress-test messaging, and generate persona-specific content at scale.
Key responsibilities include: architecting buyer-specific messaging for distinct personas; modeling AI-first workflows and coaching colleagues on repeatable, AI-assisted content systems; driving pipeline through close partnership with product marketing, industry go-to-market, and field marketing teams; building a content engine where AI is embedded in research, drafting, personalization, and distribution; staying ahead of industry dynamics using AI-powered listening tools; and representing ServiceNow externally at industry events and analyst briefings as a credible voice on telco transformation.
This is not a role for someone experimenting with AI on the side—you must have fundamentally changed how you work in the last 12 months through AI adoption. You should be able to speak specifically to how AI has reshaped your workflow and be actively raising the bar for your team. The expectation is that your team cannot imagine working without AI.
REQUIREMENTS:
- 12+ years of B2B marketing experience, including 3–5+ years focused on the telecommunications industry or similar vertical-specific marketing role
- Deep familiarity with the telecommunications industry (from inside a telco, a key vendor, or years of focused industry marketing coverage); ability to discuss telecom transformation credibly with network operations leaders
- Proven track record building industry or vertical marketing programs that influence pipeline, not just brand impressions
- Sharp instinct for buyer psychology: understanding what keeps telco executives up at night, what gets budget approved, and what makes messaging land
- Experience translating complex platform capabilities into crisp, compelling narratives for business buyers (not just technical audiences)
- Demonstrated fundamental change in work approach over the last 12 months driven by AI adoption; AI is core to your research, messaging stress-testing, content generation, personalization, and team velocity
- Strategic view of AI as a competitive advantage, not a productivity shortcut; ability to prompt for insight, QA AI-generated content with editorial rigor, and build repeatable AI-assisted content systems
- Strong cross-functional collaboration skills; comfortable influencing without authority across product, sales, and demand generation teams
