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Salary: USD 126,800 - 221,900 / annual
ServiceNow is seeking a Senior Lifecycle & Email Marketing Strategist to own lifecycle email strategy and deployment for high-complexity, high-visibility programs across multiple buying group segments (IT, CRM, Employee Experience, Risk & Security). This is a strategic and hands-on role that combines campaign architecture, audience segmentation, content strategy, and marketing automation platform expertise.
Key Responsibilities:
- Own lifecycle and email campaign architecture across nurtures, webinar promotion, event invitations, and product launches, driving alignment with Campaign Managers
- Manage lifecycle email strategy for high-complexity or high-visibility programs mapped to buying group structures and ABX motion
- Define audience segmentation by buying group roles, account tier, and lifecycle stage, partnering with Audience Planners
- Partner with Content Strategists to shape email content POV and recommend email content journeys
- Set volume and cadence plans (quarterly volume, audience cuts, fatigue governance) with alignment across teams
- 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 platforms, 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 a track record operationalizing lifecycle strategy
- Email Platform Fluency: Hands-on experience deploying email programs in Marketo Engage required; Adobe Journey Optimizer B2B, Salesforce Marketing Cloud, or Oracle Eloqua acceptable. Depth in audience selection, triggered sends, dynamic content, branching logic, and template architecture
- Lifecycle Program Design: Multi-stage strategies across Awareness, Education, Acquisition, Progression, and Adoption, including Flagship event programs and multi-product motions
- Audience and Cadence Strategy: Design audience segmentation and cadence architecture for high-complexity books; set volume targets, audience cuts, and fatigue rules
- Content POV and Copy: Shape narrative arc and copy recommendations using lifecycle copy framework; fluency on persona-level messaging and content strategy
- Testing and Measurement: A/B and multivariate testing tied to business impact; define KPIs by campaign type and translate results into stakeholder-ready insights
- Analytical Fluency: Partner with Analytics and Digital partners to scope KPIs and build impactful performance reports
- AI and Automation Fluency: Practical use of lifecycle copy framework, AI-assisted copy and personalization tooling, and human-in-the-loop approval gates on agentic builds
- Compliance Fluency: CAN-SPAM, CASL, GDPR, CCPA/CPRA
- Cross-Functional Influence: Operate as email channel voice in Integrated planning forums
- Strategic Definition: Define program strategy within ambiguous or high-complexity scope and translate to executable plans
- Systems Thinking: Understand how email decisions ripple across cadence, sender reputation, and buying group engagement
- Operational Discipline: Hold multiple high-stakes programs on overlapping timelines
- Automation Mindset: Identify manual work worth automating with judgment on where AI helps
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
