[Hiring] Director of Industry Marketing @ServiceNow

Role Description

We are looking for a Director of Industry Marketing to own positioning and go-to-market strategy for one of ServiceNow's highest-priority industries: Insurance.

AI is not a pilot in your industry anymore. The companies proving real, measurable business outcomes are setting the pace, and every buyer in Insurance is watching. Insurance carriers and brokers are modernizing operations and accelerating business outcomes as competitive, security, and regulatory demands intensify.

ServiceNow delivers real business outcomes across the full industry value chain. Not point solutions. Not bolt-on AI. A single platform that connects people, data, and workflows across every function, from the front office to operations to risk and compliance, in the language and context of your industry. The proof is in customer results: hours saved, cycle times cut, processes automated, and costs reduced in ways that executives can take to their boards.

This role holds the pen. You will define how the world understands ServiceNow's role in transforming Insurance, writing the narrative that maps AI-driven change across the industry value chain to the specific solutions ServiceNow delivers. You will operate at the frontier of product marketing:

• Building message houses where none exist.
• Shaping the industry solution map narrative.
• Arming a cross-functional Industry POD with the positioning and assets they need to win the most strategic accounts in the market.

What You Will Do:

• Own and publish the industry message house for the full ServiceNow platform in the language of your industry, including positioning for all prioritized solution areas, with quarterly updates loaded to Seismic and Claude.
• Lead go-to-market strategy for your industry within the cross-functional Industry POD, translating buyer dynamics, competitive pressure, and AI adoption trends into executable plans.
• Own the Marketing BOM for all prioritized industry solutions: corporate narratives, pitch decks, hero demos, battlecards, customer stories, and Sales Success Center pages.
• Direct ServiceNow's presence at first-party events (Knowledge, Industry Expo) and own the content and engagement strategy for key third-party industry events.
• Partner with Demand Gen and Field Marketing to drive measurable pipeline from industry events and campaigns, with targets, ROI tracking, and outcome reporting tied to team OKRs.
• Translate platform and AI innovation, including Now Assist, AI agents, and industry-specific solutions, into outcome-based narratives grounded in the customer's value chain and the business results they are accountable for.
• Drive field adoption through enablement programs and seller certifications. If sellers are not using it, it does not count.
• Use AI tools as your primary workflow across research, drafting, content iteration, and competitive intelligence. You set the standard for how this team works in an AI-native world.

Qualifications

• 12+ years of B2B marketing experience, with at least 5 years focused on Insurance at an enterprise software or technology company.
• Deep command of the industry: buyer personas, C-suite priorities, AI buying cycles, competitive dynamics, and the business outcomes that drive platform investment decisions.
• Proven track record building message houses and solution narratives that connect platform capabilities to industry-specific outcomes, create pipeline, and accelerate deals.
• You make AI tools work for you every day, whether that is accelerating research, drafting faster, or keeping field content current. You are not experimenting with AI; you rely on it.
• Strong executive presence and written communication. You represent ServiceNow credibly in front of customers, industry analysts, and senior internal stakeholders.
• Outcome-oriented. You track your awareness numbers, pipeline contribution, and BOM coverage, and you are accountable to all three.
• Comfortable building where nothing exists yet. Several of these industries have limited solution-level messaging today. That is the opportunity.
• Experience driving results through first-party and third-party industry event programs.
• Up to 20% travel.

Benefits

• 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.

Equal Opportunity Employer

ServiceNow is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, age, disability, gender identity, 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 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.