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Salary: USD 228,900 - 412,000 / annual
ServiceNow is seeking a Senior Director, Portfolio Naming to lead the strategic evolution of the company's naming capability as its portfolio of products, AI capabilities, and solutions rapidly expands.
This is fundamentally a portfolio strategy, operating model, and organizational leadership role—not a tactical naming function. The leader will establish the long-term vision, principles, and governance frameworks that guide naming across ServiceNow's entire product ecosystem, ensuring customers can easily understand how offerings fit together and where each belongs.
Key Responsibilities:
**Portfolio Naming Strategy**: Develop the long-term vision and frameworks guiding naming across products, platform capabilities, AI experiences, solutions, acquisitions, and future innovations. Proactively identify emerging portfolio challenges and opportunities before they become larger issues. Move beyond reactive naming requests to shape a coherent, customer-centric naming ecosystem.
**Ecosystem Stewardship**: Own the health and evolution of ServiceNow's naming ecosystem. Evaluate cumulative impact of naming decisions, reduce fragmentation, strengthen naming architecture, and create greater coherence. Partner across Product, Marketing, Brand, Legal, and Operations to establish sustainable practices balancing innovation with long-term clarity.
**Scalable Enterprise Capability**: Transform naming from a high-volume service into a scalable enterprise function. Design governance, prioritization frameworks, workflows, dashboards, tooling, metrics, and decision forums. Leverage AI, automation, and modern operating practices to scale impact without scaling complexity.
**Strategic Product Engagement**: Partner with Product Management, Portfolio Marketing, Brand, Design, Legal, and executives to shape naming decisions early in planning. Develop deep understanding of ServiceNow's products, roadmap, architecture, AI strategy, and competitive landscape. Translate complex technical concepts into clear, commercially effective naming strategies.
**Executive Leadership**: Lead strategically significant naming initiatives. Frame complex decisions, clarify trade-offs, align stakeholders, and provide clear recommendations. Represent the naming function in leadership reviews, planning cycles, and cross-functional forums. Build confidence with senior leaders through clarity and informed perspective.
**Team Leadership**: Lead and develop a small but highly influential team spanning naming strategy, operations, tooling, research, and governance. Create a culture of strategic thinking, operational excellence, accountability, and continuous improvement.
**Success Metrics (12-24 months)**: Establish clear long-term vision and operating model; improve consistency and coherence across portfolio; reduce fragmentation; strengthen naming architecture and governance; increase executive confidence and decision velocity; expand proactive strategic engagement; mature workflows, tooling, and measurement capabilities; strengthen cross-functional partnerships; build durable capability for future growth.
**Requirements**:
- 12+ years of experience in enterprise technology, product marketing, portfolio strategy, brand architecture, naming, or related disciplines
- Proven experience operating at the intersection of product strategy, portfolio strategy, customer experience, and brand
- Experience building and scaling organizational capabilities, operating models, or centers of excellence
- Demonstrated success influencing VP- and C-level stakeholders
- Strong understanding of enterprise software portfolios, platform businesses, and go-to-market models
- Strategic systems thinker who can balance individual decisions with long-term portfolio outcomes
- Strong product curiosity and ability to rapidly build technical understanding
- Exceptional executive communication and storytelling skills
- Ability to simplify complexity and create clarity in ambiguous environments
- Strong operator with experience building scalable processes, governance, and organizational systems
- Skilled at influencing across functions and driving alignment among diverse stakeholders
- Deep appreciation for both creative and commercial dimensions of naming
