Brand Strategist, ServiceNow

$123.9-216.8k

+ Equity

Mid and Senior level

Remote from Canada, US

Cloud-based digital workflows for enterprises

Posted today

Cloud-based digital workflows for enterprises

1001+ employees

B2BEnterpriseInternal toolsProductivitySaaSCloud Computing

Posted today

$123.9-216.8k

+ Equity

Mid and Senior 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

Several years of experience in brand strategy, communications planning, or insights development—at an agency, consultancy, or in-house marketing function. B2B enterprise experience preferred
Demonstrated experience developing brand positioning, architecture strategies, or competitive positioning frameworks grounded in research and market analysis
Strong capability in audience research and insight development—designing research, analyzing findings, and translating insights into strategic recommendations
Solid understanding of brand measurement, tracker design, and how to interpret brand health metrics to inform strategy
Ability to synthesize complex market, competitive, and customer data into clear strategic recommendations for leadership
Excellent written and verbal communication skills—you can distill complex analysis into compelling strategy documents and present recommendations with confidence to senior leaders
Comfort designing and interpreting primary research (surveys, interviews) and working with research methodologies
Intellectual curiosity about competitive landscapes, market trends, and category dynamics—you read widely and think strategically about how markets shift
Curiosity about AI and enthusiasm for using new tools to enhance research, analysis, and strategic thinking
An eagerness to develop expertise, contribute to cross-functional strategic discussions, and raise the bar on brand strategy rigor
A self-starter mentality, proactively spotting opportunities and taking steps to surface and solve them

What the job involves

ServiceNow is seeking a Brand Strategist to support strategic brand development and positioning within the Brand Strategy team
This role will help shape how ServiceNow is positioned, understood, and differentiated in the market—developing the audience insights, frameworks and competitive positioning that inform brand and marketing work and the connection points between brand and integrated marketing campaigns
This role is for someone who is curious about enterprise transformation in the age of AI and who can translate immense market and audience complexity into clear positioning and strategic recommendations
You’ll support the brand strategy team in audience and market research and act as a strategic partner to integrated marketing, mapping audience and messaging strategies from brand to buying groups
You’ll help us reinforce the role of brand through well-articulated points-of-view, grounded in industry research and emerging brand effectiveness thinking
You'll partner across brand, product marketing, integrated marketing, and with internal and external research partners to build strategies grounded in market research, buyer insights, and landscape analysis
Along the way, you'll help us explore how AI can accelerate research, competitive analysis, and strategy while deepening the insight-driven thinking that shapes our brand direction
Develop and stress-test brand positioning, architecture, and competitive strategy across ServiceNow's portfolio and business functions, informed by primary research, market data, and competitive analysis
Conduct audience research and buyer insight analysis across key personas and buying groups—including IT, HR, Customer Service, and Security & Risk—to understand their priorities, decision-making criteria, and how ServiceNow is perceived
Build strategic frameworks that guide brand decisions: brand architecture models, category definitions, competitive positioning maps, and persona-based strategy documents
Support brand measurement and health tracking— interpreting brand trackers, correlating findings with other sources and translating metrics into strategic recommendations for leadership
Competitive intelligence analysis, including positioning research, messaging analysis, and landscape mapping that informs our strategic differentiation
Support M&A integration and acquisition strategy through brand architecture assessment, equity evaluation, and integration recommendations
Use primary research (surveys, interviews, focus groups), secondary sources (analyst reports, market data), and campaign performance data to validate and evolve strategy
Experiment with AI tools that accelerate research synthesis, competitive analysis, and strategic modeling, sharing findings and best practices with the team
Support the existing team with ongoing programs and initiatives

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.