Director, Audience Planning

The Director Audience Planning is responsible for building managing and scaling the new Audience Planning capability at ServiceNow. This strategic leadership role establishes the foundation for all marketing programs by transforming how we source interpret and activate audience insights to engage buying groups and drive measurable business outcomes. 
 
This role leads the Global Center of Excellence and directs execution for the Americas while providing the strategic framework that informs regional audience adaptations. Leading a Buyer Group-focused organization this group of strategists define the why and who for all GTM programs. They are the primary strategic partner to leaders across integrated marketing as well as the Activation & Experience functions (Media Email Experience and Discovery). 

Key Outputs: 

• Buying Group Intelligence: Signals intent data and engagement metrics that inform targeting and personalization strategies 
• Persona & Account Insight Profiles: Deep understanding of decision-makers influencers and stakeholders within target accounts 
• Research Aggregation & Testing: Synthesis of primary and secondary research to validate assumptions and inform strategy 
• Ideal Customer Profiles: Comprehensive profiles including firmographics technographics behavioral patterns and psychographic attributes 
• Holistic Marketing Channel Strategy by Buying Group: Integrated approach across paid earned and owned channels tailored to each buyer groups preferences and behaviors 
• Journey Flow: Strategic model defining roles and sequencing of channels across the entire customer journey (channel mix and customer journey orchestration) 
• Annual Audience Data Roadmap: Defined requirements for the MarTech/AdTech stack (CDP/intent tools) needed to support the strategy. 
• Executive Briefings on Buyer Group Strategy: High-level narrative presentations on macro trends and audience shifts for the CMO/SLT. 
• Functional Readiness Assessment: Reports confirming that regional and activation teams are ready to execute the new strategy. 
• Synthetic Intelligence Strategy: The strategic roadmap for how AI simulation is applied to GTM planning and testing. 

Responsibilities: 

• Define and Govern the Insight & Audience Planning Methodology for the organization setting the global standard for mixed-methods research data triangulation and persona development. 

• Lead the ongoing development of audience customer and marketplace trends and insights that provide foundational understanding that can inform buyer group specific as well as product and innovation decision making. 

• Lead mentor and grow a high-performing team of global and regional audience strategists. 

• Define and Own the Audience Data Governance and Quality for the strategy team ensuring outputs (e.g. Persona Insight Profiles Audience Architecture) are consistent accurate and actionable across the entire marketing organization. 

• Oversee the development and governance of the firm-wide Audience Architecture ensuring Buyer Groups are augmented with high-value data and insights to become precise addressable audiences with clear qual/quant and psychographic profiles. 

• Own the Connection Strategy framework establishing the methodology for defining which channels why and in what sequence to engage audiences. 

• Establish a strong clear partnership with the Data & Analytics team defining the swimlanes for data sourcing vs. interpretation. 

• Serve as the Primary Buying Group Audience Subject Matter Expert (SME) driving the adoption of audience-centricity across senior leadership and cross-functional partners. 

• Oversee Voice of the Customer Integration: Ensure that Customer Insights (retention/churn signals) are systematically integrated into Audience Planning bridging the gap between net-new acquisition and customer expansion strategies. 

Qualifications :

Core Skills & Competencies: 

Hard Skills 

• Global Insights Management & Scaling 

• Audience & Customer Research Synthesis  

• Customer journey design 

• MarTech/Data Stack Fluency 

• B2B GTM & ABM Expertise 

Soft Skills (Leadership Competencies) 

• Team Building & Talent Development:  

• Executive & Stakeholder Influence & Mgt. 

• Change Management & Ambiguity Navigation 

• Cross-Functional Partnership & Collaboration  

• Analytical Rigor & Curiosity 
   

Years of Experience: 12-15 years in marketing strategy audience planning or marketing intelligence with at least 5-7 years of direct people leadership. 

Example Feeder/Similar Roles: 

• Head of Audience Planning 

• Director Marketing Strategy & Insights 

• Director of Insights & Planning 

• Director of Strategy & Insights 

• Group Director Strategic Planning (Agency) 

Additional Information :

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 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 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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Remote Work :

No

Employment Type :

Full-time