Senior Manager, Influencer Marketing & Amplification Lead

About the Role:

ServiceNow is looking for someone who lives and breathes the creator economy across every platform that matterssomeone whos genuinely unapologetically terminally online and loves it. Youre internet fluent in the truest sense: you understand platform dynamics creator ecosystems and what makes content resonate whether its on LinkedIn TikTok Instagram YouTube Meta Substack Reddit X or whatever platform is emerging next. 

The B2B AI influencer space is crowded with generic thought leadership and surface-level positioningwe need to differentiate by building the influencer program that proves B2B can be just as creative culturally relevant and engaging as any consumer brand. We need someone who gets creators understands what makes content work and can translate that fluency into world-class programming. 

This role will drive the strategy and execution of ServiceNows global influencer program to increase awareness credibility and relevance. Youll own our brand and audience buyer groups influencer program while also steering an influencer center of excellence that spans the companysupporting cross-functional teams with their own influencer activations. 

Youll define what best-in-class looks like and build the playbook that everyone else steals. Were creating the gold standard. If that excites you lets talk. 

What Youll Do 

• Build and Steward the Center of Excellence: Establish and manage ServiceNows influencer center of excellencecreating frameworks best practices toolkits and measurement standards that cross-functional teams (talent brand ServiceNow University etc.) can leverage for their own influencer initiatives. Serve as the connector across all influencer programs company-wide ensuring strategic alignment efficiency and shared learnings. 

• Own Brand Influencer Strategy: Build and execute ServiceNows always-on global influencer program rooted in authentic long-term creator relationships and audience engagement. Reach enterprise buyers where they spend time test new approaches and identify what drives real business outcomes (not just vanity metrics). Develop a portfolio of creator partnerships that sustain ongoing visibility expand reach and support product adoption across global markets. Align influencer programming with product launches strategic initiatives and growth strategies. 

• Enable Global and Regional Execution: Own the global influencer strategy and framework while partnering with regional marketing teams to enable local execution. Provide the tools insights and best practices that allow regional teams to activate influencer programs that are culturally relevant and locally resonant. 

• Identify Creative Opportunities: Own the creative vision for influencer activationsfrom social-first content to guerrilla marketing moments. Develop compelling creative briefs that inspire great work. Know when to go big with a tentpole activation and when a simple co-created LinkedIn post will do more. Partner with agency partners and creative teams to develop campaigns that feel native to each platform and authentic to each creators voice. 

• Cultivate Authentic Relationships: Build a network of influencers creators and customer advocates who genuinely want to work with usnot because we pay well (though we do) but because they believe in what were doing. Focus on long-term partnerships over transactional one-offs. 

• Own Influencer Content Amplification Strategy: Define and execute the paid amplification strategy for influencer content to maximize reach engagement and business impact. Manage the paid budget allocation for boosting creator-produced content across LinkedIn Meta TikTok YouTube and emerging platforms. Test and optimize paid distribution formatsfrom sponsored posts to paid amplification partnershipsto extend organic reach while maintaining authenticity. Work cross-functionally with the paid media team to ensure influencer content gets the media support it deserves and connects to broader campaign performance. Track paid amplification ROI by content type creator tier platform and campaign to inform budget reallocation and creative optimization. 

• Manage Agency Partnerships: Own relationships with key agency partners. Lead strategic briefings align on campaign objectives and partner with agencies to identify and execute optimizations across influencer campaignsfrom interviews and masterclasses to emerging content formats and platform experiments. 

• Partner on Product Strategy: Collaborate with product marketing to understand product messaging launches and education initiativesleveraging these insights to inform influencer strategy and identify the right creators to amplify key product narratives. 

• Drive Performance and Measurement: Define what success looks like in both organic influencer engagement and paid amplification efficiencytracking earned media value (EMV) cost-per-reach engagement rates and downstream business outcomes (leads pipeline attribution sales influence). Build measurement frameworks that separately assess organic performance and paid amplification performance then analyze the interaction effect (how paid distribution of organic content compounds reach and brand lift). Use data to tell stories about impact. 

• Stay Ahead of the Curve: Monitor trends across business tech culture and social media to inform proactive culturally relevant activations. Test emerging platforms and creative formats. Be the person who flags when we need to try something new before everyone else does it. 

• Ensure Compliance: Work with legal and compliance teams to ensure all influencer and creator content meets regulatory standards while maintaining authenticity and creative integrity. 

• Create Scalable Systems: Build the frameworks processes and toolkits that let this program grow without losing authenticity. Document what works so this becomes repeatable not a one-person magic trick. 

Qualifications :

What You Need:

• 7 years in influencer marketing and creator partnerships. Youve built programs not just participated in them. 

• Deep fluency in the creator ecosystem across platformsLinkedIn TikTok Instagram YouTube Meta Substack Reddit X and whatevers emerging next. You know the difference between influencer clout and genuine thought leadership. You understand how platform dynamics shift what content formats work where and what actually drives engagement beyond vanity metrics. 

• Proven leadership experienceeither managing teams or leading complex programs in matrixed organizations. You can rally people around a vision even when you dont have direct authority. 

• Comfort with AI as a force multiplier. Youre already thinking about how AI can help scale research optimize content or uncover insights. Youre an early adopter not a skeptic and you bring that AI-forward mindset to everything you build. 

• Budget management chops. Youve managed multi-million dollar programs and made strategic trade-offs between influencer fees content production paid amplification macro-influencers and micro-creators. 

• Paid media strategy and execution. Youve managed paid budgets to amplify organic content (influencer UGC owned content). You understand paid distribution mechanics across platforms and can optimize spend to maximize both reach and quality of engagement. You know when to pay for scale and when organic-first makes more sense. 

• Analytical rigor. You can build measurement frameworks interpret data and translate performance into executive-ready narratives. 

• Elite relationship-building skills. Youre as comfortable negotiating with influencer agents as you are building authentic rapport with creators themselves. 

• That je ne sais quoi that makes creators want to work with you and ServiceNow. 

Nice to Haves:

• Existing relationships with enterprise tech influencers or LinkedIn creators. 

• Experience in AI/emerging tech. 

• A proven track record of doing something innovative in influencer marketing that made people go wait you can do that 

• Experience working with legal and compliance on creator partnerships (youve successfully argued why something is worth the risk). 

• Experience building measurement models that connect paid amplification spend to downstream business outcomes (brand lift demand gen product adoption). 

For positions in this location we offer a base pay of $133600 - $233800 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