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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 and center of excellence. This is a strategic leadership role that combines deep creator economy expertise with program management, paid media strategy, and cross-functional influence.
You will own ServiceNow's brand influencer strategy and execution, building authentic, long-term relationships with creators across LinkedIn, TikTok, Instagram, YouTube, Meta, Substack, Reddit, X, and emerging platforms. You'll establish a center of excellence that provides frameworks, best practices, and measurement standards for influencer initiatives across the company, supporting teams in talent brand, ServiceNow University, and other functions.
Key responsibilities include: developing and executing the always-on global influencer program aligned with product launches and strategic initiatives; defining and managing the paid amplification strategy to maximize reach and business impact across platforms; cultivating authentic creator relationships and managing agency partnerships; collaborating with product marketing to inform influencer strategy around key product narratives; building measurement frameworks that track earned media value, engagement, and downstream business outcomes (leads, pipeline attribution); identifying creative opportunities from tentpole activations to co-created content; enabling regional teams with tools and insights for locally resonant execution; staying ahead of platform trends and emerging formats; and ensuring compliance with legal and regulatory standards.
You'll manage multi-million-dollar budgets, make strategic trade-offs between influencer fees, content production, and paid amplification, and build scalable systems and processes that allow the program to grow without losing authenticity.
REQUIREMENTS:
- 7+ years in influencer marketing and creator partnerships, with proven program-building experience
- Deep fluency across creator ecosystems and platform dynamics (LinkedIn, TikTok, Instagram, YouTube, Meta, Substack, Reddit, X, emerging platforms); understanding of 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 apply AI to research, content optimization, and insights
- Budget management experience with multi-million-dollar programs and strategic trade-off decisions
- Paid media strategy and execution expertise; experience managing paid budgets to amplify organic content and optimizing spend across platforms
- Analytical rigor; ability to build measurement frameworks, interpret data, and translate performance into executive narratives
- Elite relationship-building skills; comfort negotiating with influencer agents and building authentic creator rapport
NICE TO HAVES:
- Existing relationships with enterprise tech or LinkedIn creators
- Experience in AI/emerging tech
- Proven track record of innovative influencer marketing initiatives
- Experience working with legal and compliance on creator partnerships
- Experience building measurement models connecting paid amplification to downstream business outcomes (brand lift, demand gen, product adoption)
