Director, Sponsorships - Brand Marketing

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.

ServiceNow is seeking a dynamic and experienced Director, Sponsorships to join our Brand Marketing organization. Reporting directly to the VP of Brand Media and Sponsorships, the Director of Sponsorships will play a pivotal role in building and managing strategic operations within the Sponsorships team.  

In the three years ServiceNow has had a sponsorship marketing group, we have accelerated very quickly. This role is critical in defining the future of the group and ensuring ServiceNow’s Sponsorships practice is world class.  

This role requires a strategic thinker with strong operational capabilities, capable of assessing existing partnerships, optimizing operations protocols, and driving future partnership negotiations. The ideal candidate will have a deep understanding of the sponsorship landscape, possess strong stakeholder management skills, and be adept at defining measurement frameworks to assess sponsorship effectiveness. 

Responsibilities: 

• Assess Existing and new Partnership Opportunities
  • Develop assessment protocols to evaluate the performance of existing partnerships
  • Utilize data-driven insights to inform decision-making on partnership management and optimization strategies
• Operations Protocol Development
  • Design and implement efficient operations protocols for working with stakeholders from Field Marketing, Customer Advocacy, PSM, Sales, Finance, and Brand Marketing teams
  • Streamline communication channels and workflows to ensure seamless collaboration across departments
• Framework Development for Future Partnership Negotiations
  • Create frameworks to inform future partnership negotiations, ensuring alignment with organizational goals and objectives
  • Conduct thorough research on industry trends and competitor strategies to identify opportunities for strategic partnerships
• Competitive Landscape Monitoring
  • Monitor the competitive landscape to identify emerging trends and opportunities within the sponsorship space
  • Stay abreast of key platform norms and sponsorship best practices to inform strategic decision-making
• Measurement Framework Definition
  • Define comprehensive measurement frameworks to assess sponsorship effectiveness and ROI
  • Establish key performance indicators (KPIs) and metrics to track the success of sponsorship initiatives
• Agency Management
  • Manage day-to-day interactions with the sponsorship agency, ensuring alignment with organizational objectives and priorities
  • Provide guidance and direction to agency partners to optimize sponsorship activations and initiatives
• Collaborate with Partner Owners
  • Drive a consistent way of working partner owners within the Brand Media and Sponsorships team, providing mentorship and support as needed
  • Collaborate cross-functionally to ensure alignment and synergy across partnership initiatives
• Lead one of tour largest partnerships – To Be Announced in Cycling
  • Partner Strategy and activation across events, content, social, and talent activation with our agencies and cross functional marketing team
• Cross Functional Leader
  • Works with peers across Events, Media, Social, Thought Leadership, Comms and creative to define and deliver great sports and entertainment marketing 

Our ideal candidate:

• 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
• Desired: 8+ years of experience in sponsorship management, brand marketing, or related field
• Proven track record of building and managing strategic partnerships
• Strong analytical skills with the ability to interpret data and derive actionable insights
• Excellent communication and interpersonal skills, with the ability to collaborate effectively across departments
• Experience in agency management and vendor relations
• Demonstrated leadership capabilities with the ability to motivate and inspire a team
• Desired - Bachelor's degree in Marketing, Business Administration, or related field; Master's degree 

Join ServiceNow and be part of a dynamic team driving innovation and excellence in brand marketing and sponsorships. If you're passionate about building strategic partnerships and driving operational excellence, we want to hear from you! Apply now to make an impact and shape the future of sponsorship initiatives at ServiceNow. 

For positions in this location, we offer a base pay of $177,100 - $310,000, 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. 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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