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ServiceNow is seeking a Senior Digital Marketing Manager to lead digital content strategy and editorial excellence across the company's digital ecosystem. This is a strategic leadership role focused on reimagining how digital experiences help buyers discover, evaluate, and adopt ServiceNow products in an AI-first world.
You will define ServiceNow's digital narrative strategy, translating business priorities and product strategy into narrative frameworks, content models, and reusable experience patterns. You'll own the strategic framework for how ServiceNow tells its story across digital experiences, ensuring coherence while adapting to different audiences, buying stages, and channels.
A key focus is building AI-ready content systems. You'll define structured content models that improve discoverability across traditional search, AI-powered search, conversational experiences, personalization engines, and emerging agentic interfaces. You'll develop approaches that make content modular, reusable, and optimized for both humans and machines, helping shape how ServiceNow's content strategy evolves as AI fundamentally changes buyer behavior.
You'll shape digital experiences by partnering closely with Experience Strategy, Experience Architecture, Product Marketing, Brand, and UX teams to define content strategy behind high-value customer journeys. You'll guide content strategy for flagship experiences including homepage, product pages, solution journeys, launches, campaigns, and emerging AI experiences.
As editorial steward, you'll establish editorial standards that balance Product Marketing objectives, customer understanding, SEO, AI discoverability, and digital experience quality. You'll review high-impact digital experiences and provide strategic editorial direction to improve clarity, narrative flow, and customer comprehension. You'll identify duplication, fragmentation, and unnecessary complexity across the digital ecosystem.
You'll lead content governance by establishing scalable governance, standards, playbooks, and best practices. You'll define lifecycle strategies for creating, evolving, consolidating, and retiring content across a complex global website. You'll develop reusable frameworks that empower distributed teams while maintaining quality standards.
You'll drive optimization by partnering with SEO, Analytics, and Experimentation teams to understand content performance. You'll use behavioral data, search insights, AI discovery trends, and customer research to identify opportunities and prioritize improvements. You'll champion a culture of continuous experimentation and evidence-based content strategy.
Finally, you'll enable the organization by building frameworks that empower marketers, product teams, and content creators to develop better digital experiences independently. You'll develop guidelines, training, and governance that improve quality without slowing delivery, serving as ServiceNow's thought leader for digital content strategy, editorial excellence, and AI-ready content.
Success means ServiceNow communicates with greater clarity and consistency across every digital experience, buyers find information faster and progress more effectively through buying journeys, content is structured for discoverability across multiple channels, teams create higher-quality experiences through shared standards, the digital content portfolio becomes simpler and more intentional, editorial quality improves across ServiceNow.com, and content investments are informed by customer behavior and measurable business outcomes.
REQUIREMENTS:
- 10+ years leading digital content strategy, experience strategy, enterprise content programs, or editorial strategy for large-scale digital properties
- Deep experience developing content strategies for enterprise websites and digital experience platforms
- Demonstrated success creating content governance, editorial standards, content models, taxonomy, information architecture, or digital publishing frameworks
- Strong editorial instincts with proven ability to improve clarity, simplify complex topics, and elevate content quality across large organizations
- Experience partnering across Product Marketing, Brand, UX, Design, SEO, Analytics, and Engineering
- Expertise using SEO, behavioral analytics, customer research, and market insights to shape content strategy
- Strong understanding of structured content, content management systems, and modern publishing platforms
- Familiarity with personalization, experimentation, and optimization practices
- Excellent communication and executive influence skills with experience driving alignment across cross-functional organizations
PREFERRED QUALIFICATIONS:
- Experience building content strategies for AI-powered experiences, conversational interfaces, or emerging search paradigms
- Experience with enterprise CMS platforms such as Adobe Experience Manager
- Experience developing content models that support personalization and omnichannel delivery
- Experience leading large-scale website transformations or content modernization initiatives
- Background in enterprise B2B technology or SaaS
- Experience using AI to accelerate content analysis, governance, and content strategy development
- Experience defining digital standards, playbooks, and enablement programs for decentralized organizations
