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Role Description

The Senior Manager, Digital Experience Strategy for buying groups translates integrated marketing campaigns into executable digital journey strategies across web, email, nurture, and ABM. This role sits between marketing strategy and digital execution—defining what buying group journeys should be, not how they're technically configured.

You'll own end-to-end journey strategy for AI, IT, Employee Experience or CRM audiences:

• Defining stages, progression logic, content needs, and personalization rules.
• Working with Product Marketing to translate their campaign intent into digital strategies.
• Partnering with Digital Product Managers to bring those experiences to life.

Responsibilities

• Define digital journey strategy for AI, IT, Employee Experience or CRM audiences—including stage definitions, progression criteria, and success metrics.
• Translate Product Marketing's integrated campaigns into clear digital experience requirements: what content is needed, how it should adapt by persona and stage, and what "good progression" looks like.
• Design cross-channel orchestration strategy—how web, email, nurture, and ABM connect into cohesive journeys rather than disjointed touchpoints.
• Establish personalization rules: when to show content, how to adapt by buying group role, company size, industry, and engagement level.
• Collaborate with Product Marketing, Media, UX, Digital Product Management, Copywriting, Engineering and agency partners to align strategies and execute.
• Define success metrics and progression frameworks; use analytics and behavioral data to validate strategies and identify optimizations.
• Create reusable journey frameworks and content standards that scale across audiences and campaigns without building bespoke experiences.
• Provide performance insights to Product Marketing: journey friction, content gaps, progression bottlenecks.

Qualifications

• 8+ years in product management, product strategy, digital experience strategy, or marketing strategy at B2B SaaS or enterprise tech companies.
• Proven experience defining customer journey strategies and translating marketing goals into actionable digital experiences.
• Deep understanding of B2B buying groups, enterprise buying dynamics, and multi-stakeholder decision-making.
• Strong stakeholder management with ability to influence senior leaders and build cross-functional alignment.
• Data-driven decision maker using analytics, behavioral insights, and engagement metrics to guide strategy.
• Experience partnering with marketing, lifecycle, and campaign teams on GTM strategy and execution.

Preferred Qualifications

• UX background or training with strong design sensibility.
• Experience in marketing organizations or working closely with integrated marketing teams.
• Knowledge of personalization, ABM, buying group marketing, lifecycle marketing or multi-channel orchestration strategies.

Benefits

• Base pay of $155,400 - $272,000, plus equity (when applicable), variable/incentive compensation and benefits.
• Competitive On Target Earnings (OTE) incentive compensation structure for sales positions.
• Health plans, including flexible spending accounts.
• 401(k) Plan with company match.
• ESPP and matching donations.
• Flexible time away plan and family leave programs.

Additional Information

• Work personas (flexible, remote, or required in office) are categories assigned to ServiceNow employees depending on the nature of their work and their assigned work location.
• 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.
• If you require a reasonable accommodation to complete any part of the application process, please contact [email protected] for assistance.
• Employment is contingent upon ServiceNow obtaining any export license or other approval that may be required by relevant export control authorities.