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Salary: USD 155,400 - 272,000 / annual
ServiceNow is seeking a Senior Manager of Influencer Marketing & Amplification to build and lead the company's global influencer program. This role sits at the intersection of creator strategy, paid media, and brand amplification—driving awareness, credibility, and relevance through authentic creator partnerships and strategic content distribution.
Key Responsibilities:
• Build and steward a center of excellence for influencer marketing across ServiceNow, establishing frameworks, best practices, toolkits, and measurement standards that cross-functional teams can leverage.
• Own the global influencer strategy and always-on program, building long-term creator relationships that reach enterprise buyers authentically across LinkedIn, TikTok, Instagram, YouTube, Meta, Substack, Reddit, X, and emerging platforms.
• Develop and execute the paid amplification strategy for influencer content, managing multi-million-dollar budgets to maximize reach, engagement, and business impact across platforms. Test and optimize paid distribution formats while maintaining authenticity.
• Identify creative opportunities and own the creative vision for influencer activations—from social-first content to guerrilla marketing moments. Develop compelling briefs and partner with agencies and creative teams.
• Cultivate authentic relationships with influencers, creators, and customer advocates, focusing on long-term partnerships over transactional one-offs.
• Enable global and regional execution by partnering with regional marketing teams, providing tools, insights, and best practices for culturally relevant local activations.
• Define success metrics and build measurement frameworks that track earned media value (EMV), cost-per-reach, engagement rates, and downstream business outcomes (leads, pipeline attribution, sales influence). Analyze the interaction effect between organic and paid performance.
• Manage agency partnerships, leading strategic briefings and collaborating on campaign optimization across content formats and platform experiments.
• Partner with product marketing to align influencer strategy with product launches, messaging, and education initiatives.
• Monitor trends across business, tech, culture, and social media to inform proactive, culturally relevant activations. Test emerging platforms and creative formats.
• Ensure compliance with legal and regulatory standards while maintaining authenticity and creative integrity.
• Build scalable systems, frameworks, and processes that enable program growth without losing authenticity.
Requirements:
• 7+ years in influencer marketing and creator partnerships, with proven experience building programs (not just participating).
• Deep fluency in the creator ecosystem across platforms—LinkedIn, TikTok, Instagram, YouTube, Meta, Substack, Reddit, X, and emerging platforms. Understanding of platform dynamics, content formats, and what drives genuine engagement beyond vanity metrics.
• Proven leadership experience managing teams or leading complex programs in matrixed organizations. Ability to rally people around a vision without direct authority.
• Comfort with AI as a force multiplier; early adopter mindset and ability to leverage AI for research, content optimization, and insights.
• Budget management experience with multi-million-dollar programs and strategic trade-offs between influencer fees, content production, paid amplification, and creator tiers.
• Paid media strategy and execution expertise. Experience managing paid budgets to amplify organic content across platforms, understanding paid distribution mechanics, and optimizing spend for reach and engagement quality.
• Analytical rigor: ability to build measurement frameworks, interpret data, and translate performance into executive narratives.
• Elite relationship-building skills with both influencer agents and creators; ability to build authentic rapport and make creators want to partner with ServiceNow.
Nice to Haves:
• Existing relationships with enterprise tech influencers or LinkedIn creators.
• Experience in AI/emerging tech.
• Proven track record of innovative influencer marketing initiatives.
• Experience navigating legal and compliance considerations in creator partnerships.
• Experience building measurement models connecting paid amplification spend to downstream business outcomes (brand lift, demand gen, product adoption).
