Product Marketing Director

ServiceNow is building a product led demand motion for the first time. This role owns it end-to-end.

The mandate is a new product launch and a new go-to-market motion. This person owns the go-to-market for a new product launch: the community alpha programs that seed demand before broad release, the activation strategy that converts individual builders into enterprise deals, and the motion layer of the ServiceNow developer site — how developers find it, what they experience when they get there, how quickly they reach a first meaningful product experience, and how that journey connects to enterprise pipeline. Think of it this way: a companion role owns what the developer site says and who it speaks to. This role owns what happens from the moment someone walks in.

This role requires someone who has built this kind of motion before at a comparable company — someone who understands how to launch a new product into a developer community, design go-to-market programs that earn trust before asking for a transaction, and connect individual product engagement to enterprise revenue. Developer marketing experience is strongly preferred. This is a senior individual contributor role with no people management responsibilities, reporting to the Vice President of Community, Developer Ecosystem and App Engine.

Responsibilities

• Own the go-to-market strategy and execution for a new product launch: lead the motion from community alpha through broad release, including the early access programs that validate product-market fit, build practitioner trust, and seed demand before launch
• Own the motion layer of the ServiceNow developer site: define the acquisition and activation strategy that determines how developers find the site, what they experience on arrival, how quickly they reach a first meaningful product experience, and how that journey connects to enterprise pipeline — in partnership with the product and engineering team that owns the underlying infrastructure
• Define the activation and onboarding content strategy that reduces time to first value: own the messaging and content that moves builders from initial discovery to a meaningful product experience as quickly as possible
• Build the signal framework that connects individual product engagement to enterprise go-to-market: define the behavioral triggers that indicate high intent, instrument them with product and revenue operations, and architect the handoff to customer-facing teams
• Own pricing and packaging go-to-market strategy for new product experiences in partnership with product management: develop the approach that earns builder trust and creates a natural path from individual use to enterprise adoption
• Lead community and early access program strategy: design and run the programs that put new products in front of the right practitioners early, gather the feedback that shapes go-to-market decisions, and build the community relationships that accelerate adoption at launch
• Develop and own the measurement framework for the product led demand motion: define the key results from developer awareness through activation to enterprise expansion, and communicate progress to senior stakeholders
• Lead go-to-market readiness for product led demand launches: coordinate messaging, content, and execution across product, marketing, sales, and customer success
• Stay current on how product led demand motions are evolving across enterprise software: bring an informed external perspective that continuously raises the bar

To be successful in this role you have:

• 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.
• 7 or more years of product marketing or growth marketing experience, with at least 3 years owning a product led demand go-to-market motion for a new product at an enterprise software company
• Demonstrated experience taking a new product from early access through adoption and into enterprise conversion: you must have operated this motion directly, not advised on it
• Developer marketing experience strongly preferred: candidates who have marketed to technical audiences will ramp faster and have significantly more impact in this role
• Experience owning the acquisition and activation motion for a developer-facing site or technical destination: you understand what makes a developer portal an effective entry point, not just a content library
• Experience leading community-driven early access programs, including cohort design, practitioner engagement, and pricing and positioning validation before broad release
• Experience partnering with product management to define and execute the go-to-market strategy for a developer-facing activation funnel
• Deep understanding of the product led demand model: how individual developer adoption scales to team and enterprise purchasing
• Experience defining behavioral signals, working with product and revenue operations to instrument them, and building the handoff motion to sales
• Strong cross-functional operating experience across product, marketing, sales, and customer success
• Exceptional written and verbal communication across positioning documents, product narratives, and executive communications
• This is a senior individual contributor role with no direct reports
• Bachelor’s degree required; Master of Business Administration or equivalent experience preferred
• 10-15% travel

JV19

For positions in this location, we offer a base pay of $173,200 - $303,100, 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 globaltalentss@servicenow.com 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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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.