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Salary: USD 220,300 - 396,500 / annual
ServiceNow seeks a Senior Director of Lifecycle & Customer Excellence Marketing to lead strategic vision and execution of lifecycle marketing across the entire customer journey. This role owns business outcomes for customer activation, engagement, lifetime value growth, and expansion revenue.
You will architect an AI-driven, real-time customer engagement model that transforms how customers experience the brand from onboarding through expansion and retention. Key responsibilities include:
• Own end-to-end lifecycle marketing strategy and accountability for customer activation, engagement, retention, and growth KPIs.
• Build and lead a high-performing team including managers, strategists, and lifecycle specialists.
• Partner with VP of Customer Excellence to define lifecycle marketing roadmap and annual goals aligned to corporate objectives.
• Partner across marketing functions (demand generation, product marketing, brand), customer success, and product to ensure end-to-end alignment and continuous customer engagement throughout the revenue cycle.
• Design and execute product-led growth strategy for lifecycle marketing, including product qualified lead orchestration, AI-driven personalization, and agentic workflows that operate at scale.
• Establish cross-marketing alignment frameworks to ensure lifecycle programs connect seamlessly with demand gen, product marketing, and brand initiatives.
• Own content strategy for lifecycle marketing: develop, modularize, and activate content across multiple mediums and channels in partnership with SMEs, product, and technical teams.
• Lead strategy for AI-powered in-product engagement and feature adoption programs (in-app messaging, nudges, guidance, onboarding flows).
• Establish governance frameworks for real-time segmentation, personalization, and experimentation at scale.
• Define and optimize lifecycle marketing KPIs: customer activation rates, engagement scores, LTV, expansion revenue, churn reduction, win-back performance.
• Lead transformation from campaign-based to event-driven, always-on customer engagement model powered by AI and real-time customer intelligence.
• Lead mar tech strategy and vendor partnerships enabling omnichannel lifecycle activation.
• Establish measurement and attribution frameworks connecting lifecycle activities to revenue outcomes.
• Lead and influence cross-functional partnerships with Marketing, Customer Success, Sales, Product, and Operations.
REQUIREMENTS:
• 10+ years in lifecycle, customer success, retention, or expansion marketing, with 3+ years in a director or senior leadership role.
• Proven track record of leading teams and building scalable lifecycle marketing systems.
• Strategic expertise in customer journey design, behavioral analytics, and predictive intelligence.
• Deep fluency in AI-assisted marketing, real-time personalization, and automation technologies.
• Experience supporting or leading Product-Led Growth motions, including PQL strategy, product usage data integration, and sales-assist workflows. Familiarity with product telemetry platforms (Mixpanel, Amplitude, Segment) and in-product engagement strategies is a plus.
• Experience defining and owning customer-centric KPIs and business accountability.
• Demonstrated ability to influence cross-functional leaders and drive organizational transformation.
• Strong understanding of customer data platforms, marketing automation, and analytics infrastructure.
• Content strategy expertise: proven ability to develop, modularize, and activate content across multiple mediums and channels; experience partnering with SMEs to create authoritative customer-facing content.
