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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 initiatives (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. You'll partner with Integrated Marketing counterparts, Campaign Managers, Audience Planners, and Content Strategists to align strategy and drive execution.
Key responsibilities include:
- Own lifecycle and email campaign architecture across nurtures, webinar promotion, event invitations, and product launches, aligned with buying group structures and ABX motion
- Define audience segmentation by buying group role, account tier, and lifecycle stage
- Partner with Content Strategists to shape email content journeys and persona-level messaging
- Set volume and cadence plans with fatigue governance across overlapping programs
- Define KPIs and activities by campaign type, tied to program business outcomes
- 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 frameworks 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 refinement
- Design A/B and multivariate testing programs, surface insights through QBR reporting, and proactively address sequencing conflicts and governance risks
This role requires deep expertise in B2B email marketing, lifecycle strategy operationalization, and enterprise marketing automation platforms. You'll work in a complex, multi-stakeholder environment where systems thinking, cross-functional influence, and operational discipline are essential.
REQUIREMENTS:
- 6+ years in B2B email marketing, lifecycle marketing, or marketing automation with hands-on deployment experience 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 without creating channel conflict
- Content POV and Copy: Shape narrative arc and copy recommendations using lifecycle copy frameworks; 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 teams to scope KPIs and build impactful performance reports
- AI and Automation Fluency: Practical use of lifecycle copy frameworks, AI-assisted copy and personalization tooling, and human-in-the-loop approval gates; judgment on where AI improves program quality
- Compliance Fluency: CAN-SPAM, CASL, GDPR, CCPA/CPRA
- Soft Skills: Cross-functional influence, strategic definition in ambiguous scope, systems thinking, operational discipline on high-stakes overlapping timelines, automation mindset
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); track record using AI tools to improve email throughput, personalization, or decision quality.
