Senior Manager of Product Marketing, ServiceNow

CRM for Banking

$165.5-289.6k

+ Variable/Incentive Compensation + ESPP

Senior and Expert level

Remote from Canada, US

Cloud-based digital workflows for enterprises

Be an early applicant

Cloud-based digital workflows for enterprises

1001+ employees

B2BEnterpriseInternal toolsProductivitySaaSCloud Computing

Be an early applicant

$165.5-289.6k

+ Variable/Incentive Compensation + ESPP

Senior and Expert level

Remote from Canada, US

1001+ employees

B2BEnterpriseInternal toolsProductivitySaaSCloud Computing

Company mission

To transform IT to revolutionize the enterprise.

Job

Company

Role

Who you are

7+ years in B2B product marketing or industry marketing, with meaningful exposure to banking, financial services technology, CRM, customer service, or operations platforms
Proven experience in product marketing. You know the craft. Positioning frameworks, messaging hierarchies, launch planning, sales enablement, competitive analysis, customer stories: these aren't new concepts to you. You've done the work and have the launches to show for it
Real familiarity with banking. You understand how customer journeys cross retail and commercial banking, contact centers, branch and relationship-management teams, and middle- and back-office operations. Concepts such as KYC/KYB, disputes, fraud, complaints, onboarding, servicing, payments, cards, deposits, loans, treasury operations, and regulatory controls are not new to you
A track record of partnering with product, sales, solution consulting, and industry go-to-market teams to drive pipeline and adoption, not just awareness. You measure success in deals influenced, seller activation, sales cycles accelerated, and market impact
The ability to make complex banking technology feel simple. You can translate an AI-native platform, banking data model, workflows, integrations, and embedded controls into a concise story for an executive buyer with a specific operational or customer problem to solve
AI is already central to how you work, and you can prove it. You've rebuilt your workflow around AI tools in the last 12 months. Research, drafting, competitive monitoring, asset creation, release content: AI is in all of it. You can speak specifically to what changed, what you stopped doing manually, and how it made your output better and faster
You think in systems, not one-off tasks. You don't just use AI for individual pieces of content. You build AI-assisted workflows that your whole team can run. Repeatable, scalable, and high-quality output is the standard you hold yourself and others to
Strong cross-functional instincts. You're effective influencing product managers, field sales leaders, and demand generation teams without direct authority over any of them

What the job involves

Banking product marketing is a craft unto itself
The product portfolio runs deep, banking buyers are sophisticated, and every promise must stand up to operational, regulatory, and customer-experience scrutiny
This role demands someone who can hold two things at once: a deep command of product marketing and a genuine understanding of what keeps a Head of Banking Operations, Contact Center leader, or Line-of-Business COO up at night
As Senior Manager of Product Marketing for CRM for Banking, you'll oversee the product marketing strategy for ServiceNow’s Banking CRM
You'll be the connective tissue between product teams and the market, translating a purpose-built banking operations platform into narratives that land with banking buyers, equipping sales to win, and ensuring every release cycle produces content and messaging that moves pipeline
And you'll do all of it with an AI-first mindset
Not as a side experiment, as the way you work
The expectation is that AI is woven into how you research, write, launch, and enable, while still preserving the unique story of ServiceNow
You'll set the pace for what modern product marketing looks like inside ServiceNow
Own the product narrative for CRM for Banking
Develop and maintain crisp, compelling messaging for Banking CRM, inclusive of Financial Services Operations
Connect its AI, data, case management, workflow, integration, and governance capabilities to the outcomes banking buyers care about most
Articulate why ServiceNow can connect customer engagement with end-to-end execution across front, middle, and back offices
Drive release cycles from product to market
Partner closely with product management to stay ahead of the Financial Services Operations roadmap, translate new banking capabilities into market-ready messaging, and orchestrate launches that create real momentum
Turn innovation across customer onboarding, customer service, relationship growth, disputes, fraud, complaints, cards, deposits, loans, payments, treasury, and AI-powered banking operations into clear buyer value
Create the messaging that powers banking sales
Develop positioning, proof points, competitive differentiators, and narrative frameworks that give sellers a consistent story for Banking CRM
Make the value tangible for retail, commercial, cards, payments, fraud, treasury, contact center, digital, technology, risk, and operations stakeholders
Support active banking sales cycles with expert positioning
Be the product marketing partner the field can call when a Banking CRM opportunity gets complicated
Bring sharp positioning, competitive clarity, product depth, and fluency in banking operations to strategic pursuits, executive briefings, demos, workshops, and proof-of-value motions
Translate the competitive landscape into clear differentiation
Monitor traditional CRM platforms, workflow and case-management vendors, AI-native entrants, contact center providers, and custom-build approaches
Use AI-powered research to synthesize market signals and maintain differentiation grounded in ServiceNow's ability to orchestrate compliant, end-to-end banking work, not simply manage the front-office interaction
Banking CRM is a strategic growth area for ServiceNow, and Financial Services Operations is central to its differentiation. Where traditional CRMs often stop at the interaction, this product helps banks connect channels, systems, people, and AI across complex customer journeys, from onboarding and servicing through disputes, fraud, complaints, cards, deposits, loans, payments, and treasury operations. This role will shape how the market understands that advantage
If you've been waiting for a role that lets you bring your full product marketing toolkit to an industry you know well, and do it in a way that looks nothing like how product marketing was done five years ago, this is it

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.