Senior Manager, Email Lifecycle Strategy

The Senior Manager of Email Lifecycle Strategy leads email channel strategy for buying group engagement across ServiceNows integrated marketing motion. This role translates the shift from lead-centric to buying group-based opportunity qualification into scalable high-impact email programs that span the customer journey. 

This is a people manager role with influence across segmentation architecture persona-level messaging cadence design and lifecycle program strategy. Partners across Integrated Field Media Digital and Analytics teams to bring strategy to life. 

Responsibilities 

• Design email lifecycle strategies mapped to buying group structures addressing each stakeholder role (Champions Economic Buyers Influencers) with sequenced messaging across the revenue waterfall. 
• Translate ServiceNows buying group GTM model into email segmentation logic audience targeting and content sequencing aligned to opportunity stages. 
• Develop lifecycle program frameworks that support awareness consideration acquisition pipeline progression and post-sale adoption with clear handoff logic between stages. 
• Design segmentation standards cadence thresholds and suppression logic for review and approval by the Director. 
• Act as email strategy partner to Global Integrated Campaigns Field Marketing and regional Integrated Marketing teams embedding email in campaign architecture from brief through execution. 
• Represent email channel interests in planning forums contributing segmentation input cadence recommendations and capacity constraints to integrated campaign planning. 
• Design and run A/B and multivariate testing programs with clear hypotheses and stakeholder-ready readouts. 
• Monitor program performance at the lifecycle stage level surfacing insights through QBR reporting and recommending data-backed adjustments. 
• Identify and pilot AI-driven opportunities across content personalization send-time optimization predictive segmentation and automated program logic. 
• Proactively surface capacity constraints sequencing conflicts and governance risks before they become escalations. 

Qualifications :

To be successful in this role you have:

8 years in B2B email or lifecycle marketing with deep experience in segmentation strategy campaign architecture and integrated program design. 

Hard Skills 

• Email Platform Fluency: Marketo Engage required. Adobe Journey Optimizer B2B Salesforce Marketing Cloud or Oracle Eloqua experience a plus. 
• Buying Group Strategy: Forrester B2B Revenue Waterfall or equivalent demand framework fluency with experience operationalizing into email strategy. 
• Lifecycle Program Design: Multi-stage strategies across awareness consideration acquisition progression and post-sale adoption. 
• Segmentation and Personalization: Persona-level messaging strategy for multi-stakeholder B2B buying motions. 
• AI and Automation Fluency: Practical evaluation and deployment of AI tools across personalization send-time optimization and predictive segmentation. 
• Measurement Fluency: QBR-level reporting that translates performance data into strategic recommendations. 
• Compliance Fluency: CAN-SPAM CASL GDPR CCPA/CPRA. 

Soft Skills (Leadership Competencies) 

• Stakeholder Influence: Communicates email strategy performance and tradeoffs clearly to non-email audiences. Translates channel complexity into business outcome language. 
• Strategic Translation: Converts GTM intent into segmentation sequencing and content logic. 
• Systems Thinking: Sees how email decisions ripple across channel conflicts sender reputation and buying group engagement. 
• Automation Mindset: Proactively identifies manual work worth automating or AI-enabling. 
• Cross-Functional Orchestration: Operates as an embedded strategist across campaign field and demand teams. 

Preferred 

• Experience operationalizing buying group or demand unit frameworks into email programs. 
• Fluency with Adobe Experience Platform and Real-Time CDP. 
• Global matrixed experience across AMS EMEA and APAC. 
• Experience shifting an email teams reputation from execution-only to strategy-first. 
• Track record leveraging AI tools to improve email personalization throughput or decision quality. 

For positions in this location we offer a base pay of $155400 - $272000 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.

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 religion sex sexual orientation national origin age disability gender identity  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 :

Yes

Employment Type :

Full-time