About this role.
This is a senior individual contributor role within ServiceNow's Customer Marketing team, focused on driving high-stakes customer storytelling for EMEA accounts. The position involves owning the storytelling pipeline, managing complex enterprise relationships, and ensuring the quality of narratives across multiple formats such as case studies, videos, and executive presentations. While not a people manager, this role requires strong influence, editorial judgment, and the ability to navigate ambiguity and approvals independently. The ideal candidate has 8+ years of experience in customer marketing or advocacy, with a proven track record of building trust with senior stakeholders and delivering impactful stories.
Role DNA
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Job Complexity
4/5Pace & Pressure
4/5Autonomy Level
5/5Communication Load
5/5Salary analysis
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Core skills
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Cover letter sample
Dear Hiring Manager,
I am thrilled to apply for the Senior Manager, Customer Marketing Management role at ServiceNow. With over 10 years of experience in customer marketing and advocacy within the enterprise SaaS space, I have developed a deep expertise in uncovering and amplifying customer stories that drive business impact. I have successfully managed complex, multi-format advocacy programs with Fortune 500 customers, navigating intricate approval processes while preserving the authenticity and momentum of the narrative. My ability to influence senior stakeholders without formal authority and my passion for AI's transformative potential align perfectly with this role. I am eager to bring my editorial judgment, independent work ethic, and collaborative spirit to help ServiceNow set the gold standard for customer storytelling in EMEA.
Sample interview questions
I once worked with a large enterprise customer on a video testimonial. The approval process involved legal, marketing, and several executives. I proactively scheduled alignment calls with each stakeholder, listened to their concerns, and adjusted the story's framing to address risk while keeping the core message intact. By maintaining transparent communication and showing empathy for their constraints, we secured approval in three weeks, and the customer later became a repeat advocate.
I regularly map our strategic accounts against target use cases, industries, and messaging pillars. When a gap appears—such as an underserved industry or a missing proof point—I work with account teams to identify customers with compelling results and high advocacy potential. I then create a prioritized storytelling plan, including outreach scripts, value propositions, and timelines, and I track progress through our advocacy CRM.
I lead with data and outcomes. I bring clear evidence of how a story will support business priorities, such as pipeline acceleration or executive relationships. I also build trust by consistently delivering high-quality work and by understanding each stakeholder's goals. For example, I might align a story with a sales leader's quarterly quota or a marketing leader's brand narrative, making it a win-win.
I start with the customer's problem and transformation, not the product features. I look for specific, quantifiable outcomes and human moments that create emotional resonance. I also verify that the story's message aligns with our strategic narrative without overpromising. I believe in 'show, don't tell,' and I prefer to let the customer's own words drive the story whenever possible.
I ensure every regional story aligns with the global messaging framework while respecting local nuances. I collaborate closely with global counterparts to understand core themes, then adapt examples and tone for the EMEA audience. For instance, I might highlight a European customer's adoption journey that reflects regional market dynamics, while still aligning with global proof point categories.
Company Description
It all started when engineer Fred Luddy wrote code that automated a tedious task for his coworker, Phyllis. She cried tears of joy. That moment inspired Fred to build a company that could do that for everyone—freeing people from busywork so they could focus on meaningful work. Today, ServiceNow is the AI control tower for business reinvention. Our ServiceNow AI platform brings together any AI, any data, and any workflow— helping 85% of the Fortune 500® work smarter, faster, and better. We’re building an AI-native culture where technology and talent are unstoppable together. And we’re just getting started.
Join us to put AI to work for people.
Job Description
This is one of the most senior individual contributor role in Customer Marketing. You navigate the highest-stakes customer relationships and the stories that come from them, without managing a team. Your influence comes from the quality of your work, your judgment, and your ability to earn trust with customers, account teams, and senior stakeholders alike.
You operate independently. When you take on a story, it gets done well, on time, and without someone checking your work. You support the ICs in region to ensure the quality of storytelling supports the EMEA region and the Elite Global Marketing standards.
- Own the storytelling pipeline for EMEA accounts in your region in alignment with ICs in region. Manage the resources to drive assets through review and delivery with a focus on a positive customer experience.
- Serve as the regional point of contact for account teams, field marketing, key marketing stakeholders and customer contacts. Build relationships that hold up over multiple story cycles and ensure our customer stories are green-threaded in strategic events
- Informally mentor IC2-IC4s on craft, including how to run a great interview, shape a narrative, and navigate approvals without losing momentum.
- Set the quality bar for the region. Review and sharpen work before it ships. Know what a strong story looks like and hold that standard without needing a checklist.
- Identify coverage gaps before they become problems. Flag what’s missing and build the plan to close it.
- Key decision maker in how we tell the story across formats: written case studies, video narratives, exec proof points, keynote spotlights, and press-ready quotes. Navigate ambiguity between regional and corporate priorities.
- Navigate complex approval cycles with large enterprise customers without losing the story or the relationship.
Qualifications
- 8+ years in customer marketing, customer advocacy, or a closely related field within enterprise software or SaaS.
- A portfolio of customer stories that demonstrates range, quality, and the ability to find the real narrative.
- Deep experience managing enterprise customer relationships through multi-story, multi-format advocacy programs.
- Strong editorial instincts and the confidence to act on them.
- Comfort operating independently across complex, cross-functional environments.
- A track record of influencing senior stakeholders without formal authority.
- Genuine curiosity about AI and how it changes business operations.
Additional Information
Work Personas
We approach our distributed world of work with flexibility and trust. Work personas (flexible, remote, or required in office) are categories that are assigned to ServiceNow employees depending on the nature of their work and their assigned work location. Learn more here. To determine eligibility for a work persona, ServiceNow may confirm the distance between your primary residence and the closest ServiceNow office using a third-party service.
Equal Opportunity Employer
ServiceNow is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, age, disability, gender identity, veteran status, or any other category protected by law. In addition, all qualified applicants with arrest or conviction records will be considered for employment in accordance with legal requirements.
Accommodations
We strive to create an accessible and inclusive experience for all candidates. If you require a reasonable accommodation to complete any part of the application process, or are unable to use this online application and need an alternative method to apply, please contact globaltalentss@servicenow.com for assistance.
Export Control Regulations
For positions requiring access to controlled technology subject to export control regulations, including the U.S. Export Administration Regulations (EAR), ServiceNow may be required to obtain export control approval from government authorities for certain individuals. All employment is contingent upon ServiceNow obtaining any export license or other approval that may be required by relevant export control authorities.
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Annual salary information is not provided for this position. Explore salary ranges for similar roles in our Salary Directory ›
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