Senior Manager, SEO & AIO

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 Senior Manager, SEO & AIO will report to the Senior Director of Digital Scaled Marketing and work closely with the SEO team, SEM Team, content writers, marketing technology, and business leads from the demand generation team. This role will also work with internal stakeholders, vendors and development teams to drive the expansion ServiceNow’s digital footprint across organic search platforms. This is a people-manger position where you’ll manage the SEO team and drive forward results cross-functionally including through AIO. 

What you get to do in this role: 

• Own and drive the end-to-end SEO/AIO strategy with a focus on delivering measurable business impact across traffic, engagement, leads, and pipeline. Bring a rigorous, data-driven approach to planning, execution, and iteration
• Serve as the strategic SEO and AIO leader, connecting organic search performance to business growth
• Develop and implement forward-thinking initiatives that ensure SEO and AI-optimized content (AIO) are key levers in the company’s digital success
• Translate SEO & AIO performance into business value by driving prioritization across teams 
• Clearly communicate impact, tie initiatives to revenue goals, and advocate for resourcing based on opportunity size and competitive positioning
• Lead the evolution of SEO practices, integrating AIO best practices and adapting to algorithm updates and search trends. Maintain ServiceNow’s authority in organic search by continuously optimizing the strategy and execution roadmap
• Manage and mentor the existing SEO team to drive high performance, scale SEO operations, and continually raise the bar on impact and execution
• Ability to quickly analyze and audit web pages for SEO/AIO improvements
• Communicate with a data driven approach to internal stakeholders and execution teams to ensure correct prioritization of SEO/AIO recommendations
• Set appropriate goals, timelines, and paths to improving each component of the program
• Perform keyword research in coordination with business objectives to optimize existing content and uncover new opportunities
• Monitor and evaluate LLMs, search results and search performance across the major search engines and markets. Partner with the analytics team to create and deliver SEO performance reports, and provide actionable insights to other marketing channels and internal stakeholders
• Build a roadmap of experiments and initiatives to drive organic traffic, engagement, leads and pipeline
• Use various tools including but not limited to SEO tools and web analytics tools (Analytics, Search Console, Screaming Frog, SEMRush etc.) to support the compilation of data and develop recommendation
• Provide detailed competitive analysis and ensure ServiceNow is maintaining authority across key business units and keyword themes
• Stay abreast on top trends, best practices, and algorithms to continually develop winning strategies 

• 12+ overall experience with 8+ years of hands-on SEO experience, preferably with a large scale B2B SaaS organization, inclusive of AIO
• 3+ years of management experience, preferably of full-time employees with a history of driving impact
• Track record of driving SEO & AIO strategy to deliver large scale impact, leveraging big ideas to drive big results
• Experience with AIO and building inclusive AIO strategies alongside SEO
• Deep understanding of AI optimization and search optimization tactics, both content and technical, and the impact of each tactic
• Ability to develop SEO strategies, a long term SEO vision and drive a roadmap for SEO
• Proven track record in managing SEO projects from inception to completion and review
• Strong knowledge and experience with HTML/CSS and SEO implications
• Understanding of AI, it’s role in search marketing and AI optimization methods
• Strong analytical mindset and critical thinking skills
• Expert experience with MS Excel
• Familiarity with SERPs (Google, Bing, Yahoo) as well as LLMs
• Passion for metrics and quantitative analysis, and ability to translate complex concepts into requirements with clear business outcomes 

For positions in this location, we offer a base pay of $152,700 - $267,300, 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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