Senior Director, Digital 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.

Role Summary

The Senior Director, Digital Experience Strategy is responsible for defining and advancing ServiceNow’s end-to-end digital experience vision — ensuring every interaction across our owned channels is seamless, personalized, and connected to measurable business outcomes.

This leader brings together customer insight, content strategy, design, data, and technology to architect a unified digital journey for our audiences. They translate marketing and business goals into actionable frameworks that guide how experiences are designed, delivered, and optimized across surfaces.

The role requires both strategic vision and operational fluency — shaping the long-term roadmap while driving cross-functional alignment with Brand, Integrated Marketing, Field Marketing, and Digital Technology.

Key Responsibilities

1. Define the End-to-End Digital Experience Strategy

• Develop and execute a comprehensive omnichannel digital strategy that unites web, campaign, and partner experiences into a cohesive customer journey.
• Lead the creation of journey maps, audience frameworks, and engagement models that inform personalization, content, and design.
• Identify opportunities to connect data, content, and design systems to create adaptive, insight-driven experiences.
• Partner with Analytics and MarTech to establish a unified customer view and a closed-loop measurement framework.

2. Translate Strategy Into Actionable Frameworks

• Define the north-star experience architecture — including guiding principles, taxonomy, content hierarchy, and experience models.
• Translate strategic direction into clear requirements for Digital Product, Engineering, and MarTech teams.
• Drive prioritization based on business value, balancing quick wins with long-term transformation.
• Build business cases that support incremental investment in digital experience maturity.

3. Manage and Optimize Experience Performance

• Oversee continuous optimization of the digital ecosystem to improve discoverability, personalization, and engagement.
• Monitor performance through analytics, behavioral insights, and business KPIs; translate findings into actionable improvements.
• Use insights from multiple sources (data, research, experimentation) to evolve strategy and accelerate growth.

4. Champion Customer-Centered Design and Content

• Advocate for the customer in every digital decision, ensuring experiences reflect audience intent and deliver business impact.
• Partner with Brand, Content, and Integrated Marketing to translate storytelling and creative direction into cohesive digital moments.
• Define standards for content quality, localization, accessibility, and design system use across regions and surfaces.

5. Lead Cross-Functional Alignment and Enablement

• Serve as a bridge across Marketing, Product, and Digital Technology to ensure unified strategy, execution, and measurement.
• Collaborate with MarTech and Data teams to connect customer insights directly into content and experience design.
• Lead experience governance forums to drive consistency, reuse, and adoption of shared standards.
• Manage external partners and agencies to deliver against experience goals with fiscal and operational discipline.

Success Metrics

• Increased engagement, conversion, and satisfaction across key digital journeys.
• Demonstrated adoption of shared frameworks and standards across teams.
• Improved velocity and efficiency of campaign-to-experience delivery.
• Tangible business outcomes (pipeline influence, partner satisfaction, digital reach).
• Greater consistency, accessibility, and personalization across global experiences.

Profile

You are:

• A digital strategist and customer-experience leader who connects brand, content, and technology into cohesive digital journeys.
• Skilled at designing frameworks that scale — balancing creative excellence with platform, data, and operational realities.
• Confident leading cross-functional teams and influencing senior stakeholders across marketing, product, and technology.
• Insight-driven, using data to inform experience evolution and investment decisions.
• A compelling storyteller who can articulate the “why” behind digital transformation.

Qualifications

• 12+ years in digital experience, digital marketing, or experience strategy leadership roles.
• Proven success in journey mapping, customer experience design, or omnichannel orchestration.
• Deep understanding of content architecture, personalization, and analytics.
• Experience leading matrixed teams and external agencies.
• Strong business acumen with ability to link experience metrics to commercial outcomes.
• Familiarity with enterprise-grade experience platforms (Adobe Experience Cloud or equivalent).

For positions in this location, we offer a base pay of $216,500 - $389,700, 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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