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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 shape account and pursuit priorities while delivering programs that generate pipeline.
You will partner closely with sales, partners, and the broader field marketing organization to translate agency-specific buying dynamics into targeted account marketing programs. 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 run consistently, effectively, and on schedule
• Develop and activate account-based marketing, partner marketing, event, and executive-engagement programs for 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)
• Monitor program performance using pipeline and engagement analytics to identify opportunities and optimize results
• Maintain operational excellence across marketing systems and CRM platforms tracking federal pipeline and account engagement
• Serve as trusted advisor to sales and account teams, shaping pursuit priorities through data, agency insight, and platform understanding
The ideal candidate combines strategic account thinking with execution excellence in a procurement-driven, relationship-based market. You should be equally comfortable discussing GTM strategy with account leadership as managing event logistics and campaign delivery. You will need to understand federal buying dynamics, budget cycles, procurement vehicles, and the role of systems integrators and resellers. Experience with AI and agentic use cases is valuable.
This role requires 35–45% travel and operates in a fast-paced, highly matrixed environment.
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 systems integrators/resellers
• Strong project management skills with ability to manage multiple account programs simultaneously
• Platform understanding to prioritize capabilities for different agency missions, 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 proficiency in Excel and BI tools for pipeline and program reporting
• Existing relationships or credibility within federal civilian ecosystem (agency contacts, GSI/partner relationships, or GovCon marketing experience) strongly preferred
• Comfortable in fast-paced, highly matrixed environment requiring both strategic planning and hands-on execution
• Open to 35–45% travel
