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About the role
Global Partner Marketing is looking for a Director to own the marketing strategy and execution for ServiceNow's highest-value bilateral technology partnerships. This is a portfolio of nine active partnerships (and growing) that carry over $150M in multi-year total contract value, annual NNACV targets exceeding $35M, and aggregate sourced pipeline commitments of $100M+. These are not standard partner accounts. They are managed through the Command Center with direct executive sponsorship from Chris Bedi, Kevin Barnard, and Paul Fipps. The Director will be the dedicated senior marketing owner for this portfolio, building the plans, owning the numbers, and serving as the primary marketing counterpart to partner VPs and CMOs.
This role sits within a team that has grown from 13 to 50+ people in three years and scaled partner revenue contribution from 7% to 19%, tracking toward $1B. The person who steps into this seat will have direct impact on some of the most visible and commercially significant partnerships in the company.
What you will own
Build and maintain individualized marketing business plans for each named partner, aligned to contractual revenue targets, co-sell commitments, and joint GTM priorities. Plans are reviewed and updated quarterly with the partner and with internal executive sponsors.
Serve as the senior marketing counterpart to partner VPs and CMOs. Maintain regular cadence with partner marketing leadership, participate in joint executive steering committees, and represent Global Partner Marketing in Command Center reviews.
Own the marketing-sourced pipeline number for the strategic tech accounts portfolio. Design and execute co-sell campaigns, joint demand generation programs, and partner-sourced lead motions that deliver against contractual pipeline commitments.
Develop the narrative for each partnership's joint value proposition, including co-branded content, joint solution messaging, customer proof points, and thought leadership that positions the integration as differentiated in the market.
Own partner presence and activation at ServiceNow tentpole events (Knowledge, regional World Forums) and partner-hosted events. Coordinate joint speaking opportunities, executive meetings, and on-site activations.
Operate as the connective layer between the partner's marketing organization and ServiceNow's internal teams: regional field marketing, product marketing, demand generation, and the partner sales team.
Identify and activate new bilateral technology partnerships from the prospect bench. Build the initial marketing engagement model, validate co-sell potential, and develop the business case for expanding the active portfolio.
Track and report on partner-sourced pipeline, campaign performance, co-sell conversion rates, and marketing ROI for each named account. Deliver quarterly results to leadership and to executive sponsors through the Command Center cadence.
The portfolio today
The immediate priority is Experian, which is the most commercially advanced and strategically visible partnership in the portfolio. The Experian relationship spans a three-use-case integration structure via the ServiceNow Store, a joint press release sequence, and near-term activations including Money2020 Amsterdam. This partnership will be the primary focus for the Director from day one, with the expectation of building the marketing engine that matches the ambition and pace of the commercial relationship.
The broader active portfolio includes Aptiv Wind River, Boomi, CyberArk, NICE, Tanium, XM Cyber, 3CLogic, and FedEx. The prospect bench includes Dynatrace, UKG, Hitachi, and Deutsche Telekom. Each partnership has a unique revenue model, contractual structure, and GTM motion. The role requires someone who can work across all of them without defaulting to a one-size-fits-all playbook.
What we are looking for
Experience building and managing executive-level partner relationships. You will be the primary marketing contact for partner VPs and CMOs, and you will regularly present in executive reviews. You need to be someone who has already operated at this altitude, not someone learning it for the first time.
Commercial acumen and partner business planning. You need to read a partner scorecard, understand the economics of a co-sell versus a resell versus a co-innovation play, and translate that into a marketing plan that ties directly to pipeline and revenue outcomes. Think like a business owner, not a campaign manager.
Hands-on demand generation and pipeline marketing experience. This portfolio has real pipeline commitments. You need to know how to build and run co-sell demand programs, measure creation and conversion, and course-correct mid-quarter when the numbers are off.
The ability to get things done through influence, not authority. This role has no direct reports on day one. You will orchestrate resources across regional field marketing, product marketing, demand generation, content, and PME. People who need positional authority to execute will not be successful in this seat.
Enough technology domain fluency to engage credibly. The partner set spans cybersecurity, contact center, integration platforms, data and analytics, and endpoint/IoT. You do not need to be a technical expert in every domain, but you need to understand the joint value proposition and translate technical integrations into customer-facing narratives.
Prior experience in technology alliance marketing, ISV ecosystem marketing, or strategic partnership roles at an enterprise software company is the strongest indicator of readiness for this role.
Why this role matters
GPM historical data shows that partners with dedicated marketing coverage generate 1.9x the closed won revenue of non-covered partners ($454K vs. $237K average) and convert at 17% versus 12%. This portfolio currently has no dedicated owner. Every quarter it operates without one, ServiceNow falls further behind on commitments already made to partner CEOs and internal executive sponsors. The person who takes this role will have a direct line between their work and the revenue it generates.
To be successful in this role you have:
Experience in leveraging or critically thinking about how to integrate AI into work processes, decision-making, or problem-solving. This may include using AI-powered tools, automating workflows, analyzing AI-driven insights, or exploring AI's potential impact on the function or industry.
8+ years of experience with an emphasis on leading projects, teams and marketing/business operations
Strategy to Execution Mindset, Results Focus, Teaming and Collaboration Skills
For positions in this location, we offer a base pay of $165,600 - $258,000 , plus equity (when applicable), variable/incentive compensation and benefits. Sales positions generally offer a competitive On Target Earnings (OTE) incentive compensation structure. Please note that the base pay shown is a guideline, and individual total compensation will vary based on factors such as qualifications, skill level, competencies, and work location. We also offer health plans, including flexible spending accounts, a 401(k) Plan with company match, ESPP, matching donations, a flexible time away plan and family leave programs. Compensation is based on the geographic location in which the role is located and is subject to change based on work location.
Work Personas
We approach our distributed world of work with flexibility and trust. Work personas (flexible, remote, or required in office) are categories that are assigned to ServiceNow employees depending on the nature of their work and their assigned work location. Learn more here (https://careers.servicenow.com/life-at-servicenow#workpersonas) . To determine eligibility for a work persona, ServiceNow may confirm the distance between your primary residence and the closest ServiceNow office using a third-party service.
Equal Opportunity Employer
ServiceNow is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, creed, religion, sex, sexual orientation, national origin or nationality, ancestry, age, disability, gender identity or expression, marital status, veteran status, or any other category protected by law. In addition, all qualified applicants with arrest or conviction records will be considered for employment in accordance with legal requirements.
Accommodations
We strive to create an accessible and inclusive experience for all candidates. If you require a reasonable accommodation to complete any part of the application process, or are unable to use this online application and need an alternative method to apply, please contact globaltalentss@servicenow.com for assistance.
Export Control Regulations
For positions requiring access to controlled technology subject to export control regulations, including the U.S. Export Administration Regulations (EAR), ServiceNow may be required to obtain export control approval from government authorities for certain individuals. All employment is contingent upon ServiceNow obtaining any export license or other approval that may be required by relevant export control authorities.
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