What are the responsibilities and job description for the Director, Brand Strategy position at ServiceNow?
Company Description
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.
Job Description
ServiceNow is seeking a Director of Brand Strategy to help shape and drive the next chapter of one of the most exciting brands in enterprise technology. This role is for a strategic thinker and storyteller, passionate about the power of brand to inspire audiences and drive business impact. As a key member of our global brand team, you’ll help translate our company’s bold ambitions into a compelling brand strategy — partnering across the business to bring our story to life in ways that are consistent, impactful, and meaningful.
This is a high-visibility individual contributor role — perfect for someone who loves building, collaborating, and influencing cross-functionally.
What You’ll Get To Do
Shape Our Brand Strategy
To be successful in this role you have:
Not sure if you meet every qualification? We still encourage you to apply! We value inclusivity, welcoming candidates from diverse backgrounds, including non-traditional paths. Unique experiences enrich our team, and the willingness to dream big makes you an exceptional candidate!
For positions in this location, we offer a base pay of $159,400 - $279,000, 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. Learn more here.
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.
From Fortune. ©2024 Fortune Media IP Limited. All rights reserved. Used under license.
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.
Job Description
ServiceNow is seeking a Director of Brand Strategy to help shape and drive the next chapter of one of the most exciting brands in enterprise technology. This role is for a strategic thinker and storyteller, passionate about the power of brand to inspire audiences and drive business impact. As a key member of our global brand team, you’ll help translate our company’s bold ambitions into a compelling brand strategy — partnering across the business to bring our story to life in ways that are consistent, impactful, and meaningful.
This is a high-visibility individual contributor role — perfect for someone who loves building, collaborating, and influencing cross-functionally.
What You’ll Get To Do
Shape Our Brand Strategy
- Help evolve and implement a clear, actionable brand strategy that aligns with ServiceNow’s growth ambitions — expanding beyond IT and reaching the full enterprise.
- Partner with teams across marketing and the business to ensure our brand is cohesive and consistent, yet adaptable to different audiences and moments.
- Be an advocate for what makes ServiceNow’s brand unique — helping educate teams across the company on how a strong brand drives business impact.
- Help socialize brand strategy and principles through engaging presentations, conversations, and partnership.
- Infuse our strategy with insights from the outside world — including competitive landscape, customer needs (C-level, developers, employees, and more), and cultural trends.
- Help keep our brand thinking fresh, relevant, and grounded in real audience needs.
- Be curious and help drive more curiosity across our broader global brand marketing team.
- Work closely with internal stakeholders and agency partners to develop brand-aligned strategies for key initiatives, campaigns, and programs. In particular, act as a resource for our newly developed integrated marketing function, building campaigns aligned to key C-suite personas.
- Ensure that every major effort connects back to our overarching brand story and strategy.
- Craft smart, insight-driven briefs that inspire breakthrough creative work — partnering with both internal and external creative teams.
- Translate complex ideas and business strategies into clear, motivating direction for creative teams.
- Partner with our Brand Strategy research to track brand health and performance, helping us continue to refine and improve our measurement approach.
- Contribute to making the case for brand investment through data and storytelling.
- Identify research opportunities, tied to business goals that will help us continue to uplevel our work and drive our brand forward.
- Bonus: the ability to contribute to our naming strategy and process, collaborating with stakeholders to ensure new offerings align with our brand architecture and principles.
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.
- 10 years of experience in brand strategy — ideally with a mix of agency and in-house experience, including time in B2B tech or enterprise software.
- A natural simplifier — able to distill complex information into clear, actionable insights and strategies.
- Curiosity and passion for the power of brand to drive awareness, influence perceptions, and create real business value.
- Experience working with creative teams and agencies, and the ability to write and deliver inspiring briefs that lead to great work.
- Strong communicator and collaborator, able to build relationships across a large, matrixed organization.
- Comfort working in a fast-paced, evolving environment — flexible, proactive, and solution-oriented.
- Results-driven mindset, with an understanding of how to tie brand strategy to measurable outcomes.
- Bachelor’s degree in marketing, communications, business, or a related field. (Master’s a plus, but not required.)
Not sure if you meet every qualification? We still encourage you to apply! We value inclusivity, welcoming candidates from diverse backgrounds, including non-traditional paths. Unique experiences enrich our team, and the willingness to dream big makes you an exceptional candidate!
For positions in this location, we offer a base pay of $159,400 - $279,000, 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. Learn more here.
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.
From Fortune. ©2024 Fortune Media IP Limited. All rights reserved. Used under license.
Salary : $159,400 - $279,000
