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Salary: USD 114,200 - 199,900 / annual
ServiceNow seeks a Senior Lifecycle & Email Marketing Strategist to own lifecycle email strategy and deployment for high-complexity, high-visibility programs across Integrated Marketing buying group programs (IT, CRM, Employee Experience, Risk & Security).
You will define and execute comprehensive program strategies covering audience segmentation, campaign architecture, content point of view, volume and cadence planning, and KPIs by campaign type. You'll partner with Integrated Marketing counterparts to align strategy and deploy campaigns in Marketo Engage or Adobe Journey Optimizer.
Key responsibilities include:
- Own lifecycle and email campaign architecture across nurtures, webinar promotion, event invitations, and product launches, driving alignment with Campaign Managers
- Manage email strategy and deployment for high-complexity, high-visibility programs (Flagship events, multi-product, multi-region scope) mapped to buying group structures and ABX motion
- Define audience segmentation by buying group roles, account tier, and lifecycle stage, aligning with Audience Planners
- Partner with Content Strategists to shape email content journey and recommendations
- Set volume and cadence plans (quarterly volume, audience cuts, fatigue governance) with cross-functional alignment
- Define KPIs and activities by campaign type, tied to program business outcomes and ABX motion
- Build, configure, and deploy email programs end-to-end in Marketo Engage or comparable platform, including branching logic, dynamic content, and template architecture
- Refine lifecycle copy framework and use AI-assisted tooling to scale persona-level content across Champions, Economic Buyers, and Influencers
- Operate human-in-the-loop approval gates on agentic builds and contribute to governance standards refinement
- Design A/B and multivariate testing programs, surface insights through QBR reporting, and proactively address sequencing conflicts and governance risks
Requirements:
- 6+ years in B2B email marketing, lifecycle marketing, or marketing automation with hands-on experience deploying programs in enterprise marketing automation platforms and operationalizing lifecycle strategy
- Hands-on experience deploying email programs in Marketo Engage required; Adobe Journey Optimizer B2B, Salesforce Marketing Cloud, or Oracle Eloqua acceptable
- Deep expertise in audience selection, triggered sends, dynamic content, branching logic, and template architecture
- Multi-stage lifecycle program design experience across Awareness, Education, Acquisition, Progression, and Adoption stages, including Flagship event programs and multi-product motions
- Ability to design audience segmentation and cadence architecture for high-complexity programs, setting volume targets and fatigue rules without creating channel conflict
- Strong narrative and copy skills with fluency in persona-level messaging and content strategy
- A/B and multivariate testing experience tied to business impact, with ability to define KPIs and translate results into stakeholder-ready insights
- Analytical fluency to partner with Analytics and Digital teams on KPI scoping and performance reporting
- Practical experience with lifecycle copy frameworks, AI-assisted copy and personalization tooling, and human-in-the-loop approval gates; judgment on where AI improves program quality
- Compliance knowledge: CAN-SPAM, CASL, GDPR, CCPA/CPRA
- Cross-functional influence and ability to operate as email channel voice in Integrated planning forums
- Strategic definition skills to work within ambiguous or high-complexity scope and translate into executable plans
- Systems thinking to understand how email decisions ripple across cadence, sender reputation, and buying group engagement
- Operational discipline to manage multiple high-stakes programs on overlapping timelines
- Automation mindset with judgment on where AI helps and where it does not
Preferred:
- Track record applying ABM, ABX, or buying group frameworks to email strategy
- Fluency with Adobe Experience Platform and Real-Time CDP
- Familiarity with webinar and event platforms (ON24, RainFocus) and their integration into lifecycle programs
- Track record using AI tools to improve email throughput, personalization, or decision quality
