Web Experience Manager, ServiceNow

• The ideal candidate brings strong digital marketing expertise, a data-driven approach to optimization, and the ability to translate complex product positioning into compelling web experiences that guide customers toward informed buying decisions
• This role requires fluency in web experience management, conversion optimization, and the ability to operate independently while collaborating closely with Integrated Marketing, Product Marketing, Studio, and other cross-functional partners
• 5-7 years of experience in digital marketing, web experience management, web content strategy, or related fields
• Proven ability to manage multiple website experiences and user journeys end-to-end with limited oversight
• Strong expertise in conversion rate optimization (CRO), A/B testing, multivariate testing, and personalization strategies
• Demonstrated ability to connect analytics, UX design, and storytelling to improve conversion and engagement
• Experience translating product positioning and marketing strategies into effective web content and user experiences
• Highly analytical with ability to use insights from analytics, heatmaps, surveys, and behavioral data to shape website experiences
• Strong understanding of audience segmentation, buyer personas, and how to tailor content to different user needs
• Ability to balance customer needs with brand standards and business objectives in decision-making
• Excellent project management skills with ability to coordinate timelines, dependencies, and reviews across multiple teams
• Strong communication and stakeholder management skills with ability to influence cross-functional partners
• Self-directed with ability to operate independently, proactively identify opportunities, and drive results
• Hands-on experience using web content management systems for creating, publishing, and optimizing content—Adobe Experience Manager (AEM Sites) strongly preferred
• Strong proficiency with web analytics platforms (Adobe Analytics preferred) and ability to analyze user behavior and measure content performance
• Experience with testing and optimization platforms (Adobe Target preferred) including test design, audience segmentation, and results analysis
• Understanding of personalization engines, dynamic content delivery, and how to implement targeted experiences for different audience segments
• Familiarity with SEO best practices, web accessibility standards (WCAG), and user experience principles
• Knowledge of marketing automation platforms (e.g., Marketo) and how web experiences integrate with lead capture and nurturing

Desirable

• We are seeking a Web Experience Manager to own the content strategy, user experience, and performance optimization of ServiceNow's product and solution pages
• This role will manage web experiences that educate customers about our platform, products, and solutions while delivering personalized content tailored to different buying group personas and their unique needs
• Own the content strategy and user experience for ServiceNow's product and solution pages, ensuring they effectively educate visitors about our platform capabilities, product features, and solution offerings
• Develop dynamic, personalized web experiences that deliver relevant messaging and content based on buying group persona, industry, and stage in the customer journey
• Partner closely with Integrated Marketing and Product Marketing to translate product positioning, launch strategies, and campaign briefs into compelling web page experiences
• Collaborate with Studio (Design), Publishing, Localization, and Brand teams to create visually engaging, on-brand pages that balance education with conversion objectives
• Establish content frameworks and messaging hierarchies that help visitors understand product value and make informed decisions about engaging with sales
• Maintain content governance for product and solution pages, ensuring accuracy, consistency, and alignment with broader marketing strategies
• Design and execute comprehensive testing strategies (A/B tests, multivariate tests, personalization experiments) to continuously improve page performance and user engagement
• Own performance metrics for product and solution pages including engagement rates, bounce rate, scroll depth, content interaction, click-through rates, demo requests, and influenced conversions
• Leverage analytics, heatmaps, user surveys, and behavioral data to identify optimization opportunities and shape experience improvements
• Proactively propose and implement optimizations based on data insights, user feedback, and testing results
• Apply UX and design thinking principles to introduce new interaction patterns, content layouts, and engagement tactics that improve conversion
• Monitor competitive landscape and industry best practices to inform optimization strategies for product and solution content
• Report on page performance, test results, and recommendations to the Senior Manager of Web Experience and marketing stakeholders
• Support multiple product launches per year, including coordination of live stream announcements and associated web experiences
• Manage the planning, content creation, and execution of product and solution page updates tied to marketing campaigns, launches, and go-to-market initiatives
• Coordinate timelines, dependencies, and reviews across Studio, Publishing, Localization, Product Marketing, and other teams to ensure on-time delivery
• Ensure launch experiences are optimized for engagement and conversion from day one, with ongoing testing and iteration post-launch
• Serve as the primary web experience contact for product and solution page initiatives, building strong relationships with Integrated Marketing and Product Marketing teams
• Communicate clearly with stakeholders to align on goals, requirements, timelines, and expected outcomes for web experiences
• Influence cross-functional partners to align around shared objectives and data-driven decision making
• Represent product and solution page initiatives effectively in planning forums, status reviews, and optimization discussions
• Partner with Product Management teams to communicate business needs for CMS capabilities that support dynamic content and personalization needs
• Promote data-informed creativity and experimentation to drive continuous improvement in product and solution page performance
• Mentor peers on website tools, testing methodologies, tagging practices, and optimization techniques
• Contribute to broader web experience best practices, governance standards, and team knowledge sharing
• Stay current on digital experience trends, personalization strategies, and conversion optimization techniques