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Salary: USD 126,800 - 221,900 / annual
ServiceNow is seeking a Federal Field Marketing Manager to drive go-to-market strategy across U.S. federal civilian agencies. This role combines strategic planning with hands-on execution, requiring someone who can operate at both levels simultaneously.
You will partner with sales, partners, and the broader field marketing organization to translate agency-specific buying dynamics into account marketing programs that connect with federal buyers and deliver measurable pipeline outcomes. Key responsibilities include:
• Execute integrated account marketing programs aligned to federal civilian pursuit priorities in partnership with sales and marketing leaders
• Own delivery of the federal civilian marketing plan, ensuring campaigns and account programs execute consistently, effectively, and on schedule
• Develop and activate account-based marketing, partner marketing, event, and executive-engagement programs tailored to named civilian accounts
• Localize corporate and federal messaging to resonate with civilian agency buyers, procurement dynamics, and mission priorities
• Collaborate with sales teams and GSI/reseller partners to maximize pursuit impact and support pipeline generation
• Plan and deliver federal-specific events, executive briefings, industry days, and conference presences (AFCEA, ACT-IAC, and similar)
• Use pipeline and engagement analytics to monitor program performance, identify pursuit opportunities, and continuously optimize results
• Maintain operational excellence across marketing systems and CRM platforms used to track federal pipeline and account engagement
• Act as a trusted advisor to sales and account teams, helping shape pursuit priorities through data, agency insight, and platform understanding
The ideal candidate combines strategic account thinking with a passion for execution in a procurement-driven, relationship-based market. You enjoy building account plans, influencing stakeholders, and turning agency insight into pursuit-winning programs. You are equally comfortable discussing GTM strategy with account leadership as managing event logistics and campaign delivery.
Key strengths include: strategic mindset with understanding of federal buying dynamics; execution excellence with high-quality program delivery; results orientation focused on pipeline outcomes; strong collaboration and influence skills; problem-solving using data and agency insight; operational discipline; and agility to adapt to shifting agency priorities and evolving platform capabilities including AI and agentic use cases.
Requirements:
• 5–8+ years of direct experience marketing to or selling into U.S. federal civilian agencies
• Proven experience planning and executing account-based marketing campaigns and events that drive measurable pipeline outcomes
• Working understanding of federal buying dynamics—budget cycles, procurement vehicles, and the role of systems integrators and resellers
• Strong project management skills with ability to manage multiple account programs simultaneously
• Sufficient platform understanding to prioritize which capabilities to feature for which agency mission, including familiarity with AI and agentic use cases
• Excellent communication and stakeholder management skills, including executive-level briefs and talking points
• Experience with marketing automation and CRM platforms, plus command of Excel and BI tools for pipeline and program reporting
• Existing relationships or credibility within the federal civilian ecosystem—agency contacts, GSI/partner relationships, or GovCon marketing community experience—are a strong advantage
• Comfortable working in a fast-paced, highly matrixed environment requiring both strategic planning and hands-on execution
• Open to travel 35-45%
