Director, Now on Now Events Experience Strategy

It all started in sunny San Diego, California in 2004 when a visionary engineer, Fred Luddy, saw the potential to transform how we work. Fast forward to today — ServiceNow stands as a global market leader, bringing innovative AI-enhanced technology to over 8,100 customers, including 85% of the Fortune 500®. Our intelligent cloud-based platform seamlessly connects people, systems, and processes to empower organizations to find smarter, faster, and better ways to work. But this is just the beginning of our journey. Join us as we pursue our purpose to make the world work better for everyone.

The Role

As a Director to guide Now on Now's event strategy, reporting into the VP of Now on Now, this is not a traditional event marketing role.

You will work closely with practitioners who use our product every day to run our company. You will package those real-world, gritty, technical stories and work across all Marketing stakeholders to bring the stories to life via events @ scale.

You will be the self-directed owner of this strategy. You will need to question the status quo, push back on "fluff," and ensure our events provide real value to practitioners and buyers.

We're looking for a dynamic professional to drive our 12b+ pipeline, generate event roadmaps, and strategy. This high-impact, high-visibility role blends strategic direction positioning, thought innovation, and event management — ensuring Now on Now's mission is fully supported and maximized across every channel and stage.

You'll help shape our external voice, manage thought innovation opportunities, and coordinate the orchestration of strategic events. Working across Sales, Marketing, Product, PR, and Communications, you'll create moments that inspire, connect, and deliver measurable business impact.

What You Will Do

Own the Strategy, Plan & Delivery

• Run it like a business: You are responsible for the strategy and delivery of how Now on Now shows up at external events (customers and partners). You don't wait for assignments; you identify the opportunities and build the roadmap. Measure impact using data and feedback to refine strategy and outcomes
• Create scale: Scale events with a repeatable format that works for different personas, channels, and regions, and have a playbook for scale.
• Coordinate end-to-end event planning and execution for major marketing and industry events, and internal moments such as Sales Kickoff. Partner cross-functionally with Sales, Marketing, GTM, and Communications to ensure aligned messaging and maximum impact.

Disrupt the story with authentic and credible practitioner stories

• Disrupt "run of the mill" messaging: Instead of polished, high-level messaging, your job is to inject reality. You will work with Product Marketing to influence authentic differentiating messages that influence buyers.
• Manage Friction: You will often be the dissenting voice in the room. You need to be comfortable managing senior stakeholders and then offer a disruptive alternative.
• Shape the Field Narrative: Equip our events with stories that resonate with buyers. Give them the "how and why we really did it" story, not just the sales pitch.
• Redefine the customer experience @ events

Kill the PowerPoint:

• You will drive the creation of interactive experiences at events —live demos, "build your own…" interactions, "day in the life" videos, roundtables, hands-on workshops etc.
• Practitioner Empathy: You understand what practitioners dislike (marketing spin) and what they love (real world use cases and value). You will advocate for the audience in every planning meeting.
• Cross-Functional Collaboration & Stakeholder Engagement: Serve as the connective tissue & build strong relationships between Executive Strategy, Marketing, Sales, and Communications teams — aligning priorities and orchestrating moments that matter.

Who You Are

• You have "practitioner" DNA: You might have a background in marketing, evangelism, or product marketing. You prefer an inspiring, differentiating demo over a rehearsed slides-based narrative.
• You are self-directed: You can navigate a complex organization. You know who to talk to in practitioners to get the data, and who to influence in GTM on events strategy.
• You aren't afraid of debate: You can partner with Marketing while holding your ground on the event strategy. You can navigate strong perspectives and steer the ship toward what's best for the practitioner.
• You think in "Creative and Interactive Experiences": You know how to use video, audio, and physical space to tell a story that sticks with an interaction that is relatable/memorable, but is not overly polished/inauthentic/sales-y.

To be successful in this role, we need someone who has:

• Bachelor's in business, marketing or a related field; Master's or MBA is preferred
• Global professional with proven 15+ overall experience (8+ years within a marketing or related function) - Experience in the Enterprise Tech industry is preferred.
• ServiceNow product/platform knowledge is highly desired.
• Experience in leveraging or critically thinking about how to integrate AI into work processes, choices, or problem-solving. This may include using AI-powered tools, automating workflows, evaluating AI-powered insights, or exploring AI's potential impact on the function or industry.
• Demonstrated success in developing and executing marketing event strategies at scale with persona/practitioner lens, and have driven pipeline and revenue growth.
• Strong evaluative and strategic thinking skills with the ability to translate market insights into actionable plans.
• Demonstrated success in guiding innovative event experience strategies that are relatable and differentiating to customers, without the "sales-y" messaging
• Excellent communication and interpersonal skills, with the ability to influence and collaborate with cross-functional teams.
• A track record of effective large-scale event budget management.
• Demonstrate ability to think strategically and identify opportunities to innovate
• Experience in guiding dynamic teams in a high-growth environment
• Exceptional communication & stakeholder management ability, Excellent negotiation and persuasion skills, and experience interacting with both business and technology people at all levels, including the C suite
• Highly self-motivated, results-oriented, Proactive, solutions-oriented, and calm under pressure in fast-moving environments.
• Self-starter and quick learner with an ability to operate autonomously across functions
• Willingness to travel (domestic and international) and work a flexible schedule to support global events

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. 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 [email protected] 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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