Senior Manager of Brand Strategy, ServiceNow
$129-225.6k
+Variable/incentive compensation & Employee Stock Purchase Plan
More information about location
Cloud-based digital workflows for enterprises
Be an early applicant
Cloud-based digital workflows for enterprises
1001+ employees
Be an early applicant
$129-225.6k
+Variable/incentive compensation & Employee Stock Purchase Plan
More information about location
1001+ employees
Company mission
To transform IT to revolutionise the enterprise.
Role
Who you are
- We are seeking a curious and analytical Brand Strategist to join the beating heart of the ServiceNow movement and help us take our brand to new heights
- The ideal candidate is a data-savvy strategist who can distill a range of complex data sets, turning them into actionable insights, strategy and direction that move our brand forward
- A brand strategist who enjoys nothing more than moving from data-led understanding to clear and simple stories that illuminate how our brand is doing, that can be shared at an executive level
- 10-12 years of experience in brand strategy, including time spent working for/at a company in the B2B Technology space
- Familiarity or experience with digital enterprise platforms and challenger brand strategies is desirable
- Strong communication and collaboration skills to effectively work with cross-functional teams
- Demonstrated ability to simplify – boiling vast amounts of information down to simple, insightful nuggets that teams can action and build great creative and communications around
- Curious mindset and desire to probe the why and the story behind the data
- Experience working with creative groups (either in-house or at agencies) and an ability to craft insight-rich strategies and briefs that will inform great creative work
- Ability to navigate constant change in a fast-moving and fast-growing organization
- Bachelor’s degree in marketing, communications, business or a related field is preferred
What the job involves
- We are looking for a brand strategist who thrives in understanding and connecting the dots across a wide range of sources – from brand health data to social listening, campaign performance, industry reports, quantitative and qualitative audience research, desk research – and everywhere in between
- This role will work in partnership with a small team of strategists, who are part of the larger Brand Strategy & Creative team at ServiceNow
- Brand Measurement and Reporting: Act as the primary driver for our brand measurement program, in partnership with our analytics team and external research partner (Morning Consult)
- Leverage a range of sources (industry data, brand health data, etc.) to make the ongoing case for brand – the academic case for “why brand” as well as demonstrating the efficacy of the work we’re doing with our brand efforts and investment
- Regularly monitor and analyze key brand metrics, with a primary focus on unaided and aided awareness and consideration, across global markets, using various analytics tools including Morning Consult, Nielsen and Sprinklr
- Oversee production of quarterly strategic reports on brand performance. As part of this, conduct competitive analysis to ground tracker data in broader understanding of what is happening amongst our competitor set, build recommendations based on the findings and summarize all of this succinctly and clearly, for executive understanding
- Drive strategy for how we evolve and update our tracker questionnaire, in line with business strategy changes or new measurement opportunities
- Integrate owned data with broader industry data and methodologies around brand health (e.g. Interbrand Brand Valuation, Kantar BrandZ) and creative testing methodologies (e.g. System1)
- Outside-in perspective / voice of the customer: Collaborate on and lead initiatives to better integrate the voice of the customer into our brand strategy foundations and day-to-day work
- Help build out key customer personas and integrate deeper understanding of them into our briefing and creative processes – in partnership with the Product Solutions Marketing and innovative synthetic research partners
- Leverage access to customers and community members to integrate a dynamic understanding of their perceptions and needs into the work that we do (e.g. focus groups, customer interviews, survey methodologies)
- Proactively identify new opportunities to integrate deeper customer understanding into the broader marketing organization to inform more impactful and relevant marketing
- Brand Evangelist. Help to educate the wider team and company on the importance of brand and what makes for an iconic brand. What does a great brand look like, why it has huge impact in driving business results, and how every person, every interaction, every email, every handshake is part of creating our brand
- Strategy & Brief development. Partner with stakeholders and agencies to craft strategies for various programs, tying back to our larger brand strategy – helping ensure a cohesive and consistent brand presence that drives our organization forward
- Craft insight-rich briefs that will inspire creative teams (internally and externally) to develop impactful and breakthrough work that delivers on the strategy
- Positioning & Messaging Partner with broader team to devise clear brand, campaign and product positioning statements and messaging frameworks that help us build clarity and consistency over time
- Leverage available customer insights, and knowledge of competitor + tech landscape to inform language development that is simple, clear and differentiating
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 7500 customers, including 80% of the Fortune 500 list of the United States' largest corporations. ServiceNow now looks to increase its revenue threefold in 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 $15 billion, something which its Visa partnership will no doubt aid in achieving.
Freddie
Company Specialist at Welcome to the Jungle
Insights
Some candidates hear
back within 2 weeks
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
- Commuter benefits
- Annual learning stipends
- Work from home opportunities
- Generous family leave
- Matched donations
- Flexible PTO
- 401(k) matching
- Paid volunteer time
Company values
- Win as a team
- Innovate and execute
- Stay hungry and humble
- Deliver customer success
Company HQ
Santa Clara, CA
Articles
Leadership
Fred Luddy
(Chairman Of The Board)Previously Software Developer at Amdahl Corporation for 4 years and CTO at Peregrine Systems for 13 years.
Salary benchmarks
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Diversity, Equity & Inclusion at ServiceNow
- Enabling and empowering our people: We use rich learning programmes to equip employees with inclusive mindsets and skills, and we build equitable processes across our entire talent ecosystem
- Engaging our communities and allies: We make space to listen, share openly and engage in respectful dialogue. We extend into our communities through civic engagement, digital literacy and non‑profit support
- Building diverse talent and hiring inclusively: We grow stronger together by developing and advancing individual talent and by improving representation at all levels.
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