Director of Lifecycle & Customer Excellence Marketing, ServiceNow
$184.1-322.2k
Plus variable/incentive compensation and ESPP
Cloud-based digital workflows for enterprises
Be an early applicant
Cloud-based digital workflows for enterprises
1001+ employees
Be an early applicant
$184.1-322.2k
Plus variable/incentive compensation and ESPP
1001+ employees
Company mission
To transform IT to revolutionize the enterprise.
Role
Who you are
- 10+ years in lifecycle, customer success, retention, or expansion marketing, with 3+ years in a director or senior leadership role
- Proven track record of leading teams and building scalable lifecycle marketing systems
- Strategic expertise in customer journey design, behavioral analytics, and predictive intelligence
- Deep fluency in AI-assisted marketing, real-time personalization, and automation technologies
- Experience supporting or leading Product-Led Growth motions, including PQL strategy, product usage data integration, and sales-assist workflows. Familiarity with product telemetry platforms (Mixpanel, Amplitude, Segment) and in-product engagement strategies is a plus
- Experience defining and owning customer-centric KPIs and business accountability
- Demonstrated ability to influence cross-functional leaders and drive organizational transformation
- Strong understanding of customer data platforms, marketing automation, and analytics infrastructure
- Content strategy expertise: proven ability to develop, modularize, and activate content across multiple mediums and channels; experience partnering with SMEs and subject matter experts to create authoritative customer-facing content
What the job involves
- Lead the strategic vision and execution of lifecycle marketing across our customer journey. You will architect an AI-driven, real-time customer engagement model that transforms how customers experience our brand from onboarding through expansion and retention
- This role owns the business outcomes of customer activation, engagement, LTV growth, and expansion revenue
- Own end-to-end lifecycle marketing strategy and accountability for customer activation, engagement, retention, and growth KPIs
- Build and lead a high-performing team (reporting structure established separately) including managers, strategists, and lifecycle specialists
- Partner with VP of Customer Excellence to define lifecycle marketing roadmap and annual goals aligned to corporate objectives
- Partner across marketing, functions (demand generation, product marketing, brand), customer success and product to ensure end-to-end alignment and continuous customer engagement throughout the revenue cycle. Own accountability for orchestrating lifecycle programs that connect awareness and conversion strategies to adoption, growth, and retention
- Design and execute product led growth strategy for lifecycle marketing, including product qualified lead orchestration, AI driven personalization and agentic workflows that operate at scale, enabling dynamic response to product behavior signals
- Establish cross-marketing alignment frameworks and rhythm to ensure lifecycle programs connect seamlessly with demand gen, product marketing, and brand initiatives
- Own content strategy for lifecycle marketing: establish frameworks for developing, modularizing, and activating content across multiple mediums and channels. Partner with subject matter experts (SMEs), product, and technical teams to develop authoritative, customer-centric content that drives adoption and engagement
- Partner with product marketing and customer success strategy to align lifecycle programs with positioning, messaging frameworks, and competitive differentiation; ensure lifecycle journeys activate and reinforce approved positioning narratives
- Partner with product, IT and operations to operationalize telemetry into AI assisted lifecycle marketing actions that drive activation, adoption, expansion and customer success assist motions
- Lead the strategy for AI-powered in-product engagement and feature adoption programs (in-app messaging, nudges, guidance, onboarding flows), ensuring lifecycle marketing complements and amplifies product-led experiences. Partner with product teams to co-design adoption strategies, align on discoverability for new capabilities, and leverage agentic intelligence to personalize in-product guidance at scale
- Establish governance frameworks for real-time segmentation, personalization, and experimentation at scale
- Define and optimize lifecycle marketing KPIs: customer activation rates, engagement scores, LTV, expansion revenue, churn reduction, win back performance
- Lead transformation from campaign-based to event-driven, always-on customer engagement model powered by AI and real-time customer intelligence
- Lead mar tech strategy and vendor partnerships that enable omnichannel lifecycle activation
- Establish measurement and attribution frameworks that connect lifecycle activities to revenue outcomes
- Lead and influence cross-functional partnerships with Marketing, Customer Success, Sales, Product, and Operations to align on shared lifecycle objectives
Our take
ServiceNow provides cloud-based solutions that define, structure, manage, and automate services for enterprise operations, transforming old, manual ways of working into modern digital workflows. The company was founded in 2004 with a vision to build a cloud-based platform that would enable regular people to route work effectively through the enterprise.
Much as Salesforce enables a company to manage its external clients by keeping a record of all contacts and interactions, ServiceNow promises an internal system to meet the needs of employees. It has succeeded in claiming half the market, setting itself apart from legacy IT service-management software players like BMC Software, Hewlett Packard Enterprise, Cherwell Software and CA Technologies.
The company's success comes from two product traits: simplicity and customisability. ServiceNow's IT tools don't require the IT department to set them up. Once running, they offer a single collection centre for requests, data points and checklists, all of which can in turn be analysed by algorithms to predict needs, flag concerns and measure efficiency.
The company has more than 7,700 customers, including 85% of the Fortune 500 list of the United States' largest corporations. ServiceNow now looks to increase its revenue threefold in the upcoming years and has entered into a 5-year partnership plan with Visa, beginning with the launch of a Visa-integrated dispute resolution solution for issuers. The company is prioritising organic growth over mergers and acquisitions, with a target revenue of $15B, something which its Visa partnership will no doubt aid in achieving.
Freddie
Company Specialist at Welcome to the Jungle
Insights
16% employee growth in 12 months
Company
Funding (last 2 of 6 rounds)
Mar 2012
$11m
GROWTH EQUITY VC
Feb 2012
$17.9m
GROWTH EQUITY VC
Total funding: $83.8m
Company benefits
- Generous family leave
- Matched donations
- Annual learning stipends
- Flexible PTO
- Competitive retirement plan
- Paid volunteer time
Company HQ
Santa Clara, CA
Salary benchmarks
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