Senior Web Experience Manager, ServiceNow

• The ideal candidate brings expertise in brand storytelling, demand generation, conversion optimization, and data-driven testing, with the ability to balance strategic thinking with tactical execution in a high-visibility, fast-paced environment
• 8+ years of experience in digital marketing, web content strategy, web experience management, or related fields
• Proven track record of owning high-traffic, high-visibility web properties and driving measurable improvements in engagement and conversion
• Deep expertise in brand storytelling, messaging strategy, and creating web experiences that effectively communicate value propositions
• Strong understanding of the intersection between brand awareness and demand generation, with ability to craft experiences that serve both objectives
• Expert-level knowledge of conversion rate optimization (CRO), A/B testing, multivariate testing, and personalization strategies
• Highly analytical with demonstrated ability to interpret web analytics, derive insights, and translate data into actionable optimization strategies
• Strategic thinker who can develop long-term vision while remaining hands-on with day-to-day execution
• Exceptional stakeholder management skills with experience collaborating with and presenting to senior executives (VP, SVP, C-level)
• Strong project management capabilities with ability to juggle multiple priorities in a fast-paced, dynamic environment
• Excellent communication skills, capable of articulating strategies, recommendations, and results to diverse audiences
• Self-starter with high degree of autonomy, sound judgment, and ability to make decisions independently while knowing when to escalate
• Extensive hands-on experience using web content management systems for planning, authoring, and publishing content—Adobe Experience Manager (AEM Sites) strongly preferred
• Expert-level proficiency with web analytics platforms (Adobe Analytics strongly preferred) and ability to build dashboards, analyze user behavior, and measure content performance
• Strong experience with testing and optimization platforms (Adobe Target strongly preferred) including test design, audience segmentation, and results analysis
• Understanding of SEO best practices, web accessibility standards (WCAG), and how they inform homepage content and design decisions
• Familiarity with personalization engines, audience targeting strategies, and marketing automation integration (e.g., Marketo)
• Knowledge of emerging web technologies, AI-driven personalization, and dynamic content capabilities

Desirable

• We are seeking a strategic and hands-on Senior Web Experience Manager to own the content strategy, experience design, and performance optimization of the ServiceNow.com homepage—our digital front door. This role will define and execute the homepage vision globally, including all regional variants (French, Japanese, etc.), ensuring visitors immediately understand who ServiceNow is, what we do, and the value we provide
• This is a senior individual contributor role requiring both strategic vision and hands-on execution capabilities to drive homepage performance and support key marketing initiatives including product launches, global events, and integrated campaigns
• Define and own the content strategy and experience approach for the ServiceNow.com homepage (US-Global) and all regional homepage variants, ensuring alignment with brand positioning, marketing campaigns, and business objectives
• Develop a strategic roadmap for homepage evolution that balances evergreen brand storytelling with time-bound campaigns (product launches, events, seasonal initiatives)
• Drive innovation in how the homepage brings the ServiceNow brand to life through rich storytelling, visual design, interactive experiences, and compelling messaging that bridges brand awareness and demand generation
• Establish frameworks and best practices for homepage content planning, messaging hierarchy, audience targeting, personalization, and optimization
• Stay ahead of digital experience trends and competitive landscape to ensure the homepage remains best-in-class
• Lead the planning, creation, and launch of homepage content experiences that support marketing campaigns, product launches, global events, and brand initiatives
• Partner closely with Corporate Marketing, Integrated Marketing, Product Marketing, Brand, Product Management, Studio (Design), Publishing, and Localization teams to translate marketing strategies into compelling homepage experiences
• Develop content briefs, messaging frameworks, and layout recommendations that effectively communicate ServiceNow's value proposition to diverse audiences
• Manage homepage content calendar, balancing competing priorities and ensuring seamless transitions between campaigns while maintaining brand consistency
• Collaborate with Studio to create visually compelling, on-brand homepage designs that drive engagement and convey brand narrative
• Work with Localization and regional marketing teams to ensure homepage experiences are regionally relevant and effective across all global markets
• Own homepage performance metrics including engagement rates, bounce rate, scroll depth, content engagement, click-through rates, and influenced conversions
• Design and execute comprehensive testing strategies (A/B tests, multivariate tests, personalization experiments) to continuously improve homepage performance
• Analyze homepage data using Adobe Analytics and other tools to identify optimization opportunities, user behavior patterns, and areas for improvement
• Implement personalization and targeting strategies to deliver relevant experiences to different audience segments (e.g., by industry, role, buyer journey stage)
• Monitor competitive benchmarks and industry best practices to inform optimization strategies
• Report on homepage performance, test results, and recommendations to senior marketing leadership and the Web Experience Manager
• Serve as the primary point of contact and subject matter expert for all homepage-related initiatives and decisions
• Build strong relationships with senior marketing leaders including SVPs and CMO, coordinating approvals for high-visibility homepage changes
• Lead cross-functional collaboration with Corporate Marketing, Integrated Marketing, Product Marketing, Field Marketing, Events, SEO, and Analytics teams
• Advocate for customer needs and user experience best practices while balancing marketing objectives, brand requirements, and technical constraints
• Provide thought leadership on homepage strategy, content trends, and optimization approaches to influence broader web experience decisions
• Partner with Product Management teams to communicate business requirements for CMS capabilities that support homepage needs
• Establish operational workflows and governance processes for homepage content planning, approvals, publishing, and performance reviews
• Manage homepage project timelines, ensuring on-time delivery of campaign launches and content updates
• Maintain documentation of homepage strategies, content guidelines, testing results, and performance insights
• Proactively identify risks, dependencies, and issues, escalating to the Senior Manager of Web Experience as needed