Lead ServiceNow’s Defense industry growth from Vienna, VA (onsite). In this Director, Industry Marketing role, you will shape the industry story, build reusable marketing assets, and run an AI-native workflow that connects ServiceNow platform and AI innovation to the outcomes Defense buyers care about. You will partner across Industry, Demand Gen, and Field Marketing to drive measurable pipeline from first-party and third-party events, while ensuring field adoption through enablement programs and seller certifications.
Base pay: USD 192,400 - 336,700 per year. Additional compensation may include equity (when applicable) and variable/incentive compensation.
What you’ll own
- Own and publish the industry message house for the full ServiceNow platform, tailored to Defense priorities, including quarterly updates loaded to Seismic and Claude.
- Lead go-to-market strategy for the Defense industry within the cross-functional Industry POD, translating buyer dynamics, competitive pressure, and AI adoption trends into actionable plans.
- Own the Marketing BOM for prioritized Defense solutions, including corporate narratives, pitch decks, hero demos, battlecards, customer stories, and Sales Success Center pages.
- Direct ServiceNow’s presence at first-party industry events such as Knowledge and Industry Expo, and set the content and engagement strategy for key third-party industry events.
- Partner with Demand Gen and Field Marketing to generate measurable pipeline from industry programs and campaigns, with targets, ROI tracking, and outcome reporting aligned to team OKRs.
- Translate platform and AI innovation (including Now Assist and AI agents) into outcome-based narratives tied to the customer value chain and the business results stakeholders are accountable for.
- Drive field adoption through enablement programs and seller certifications, with a focus on usage, since “if sellers are not using it, it does not count.”
- Use AI tools as the primary workflow across research, drafting, content iteration, and competitive intelligence, setting the standard for how the team operates in an AI-native environment.
What you bring
- 12+ years of B2B marketing experience, including at least 5 years focused on Defense at an enterprise software or technology company.
- Deep command of the industry, including buyer personas, C-suite priorities, AI buying cycles, competitive dynamics, and the business outcomes behind platform investment decisions.
- A proven track record building message houses and solution narratives that connect platform capabilities to industry-specific outcomes, create pipeline, and accelerate deals.
- Practical, daily use of AI tools for research, drafting, faster iteration, and keeping field content current, without relying on experiments.
- Strong executive presence and written communication to represent ServiceNow credibly with customers, industry analysts, and senior internal stakeholders.
- Outcome orientation, with accountability across awareness numbers, pipeline contribution, and BOM coverage.
- Comfort building where limited solution-level messaging exists today, since this is an opportunity to expand.
- Experience driving results through first-party and third-party industry event programs.
- Up to 20% travel.
Tools you’ll use
- Seismic, Claude, Now Assist, AI agents
Benefits
- Base pay: USD 192,400 - 336,700
- Equity (when applicable)
- Variable/incentive compensation
- Health plans, including flexible spending accounts
- 401(k) Plan with company match
- ESPP
- Matching donations
- Flexible time away plan
- Family leave programs
Work persona and eligibility
Work personas (flexible, remote, or required in office) are categories assigned depending on the nature of the work and assigned work location. To determine eligibility, ServiceNow may confirm the distance between your primary residence and the closest ServiceNow office using a third-party service.
Export control regulations
For positions requiring access to controlled technology subject to export control regulations, ServiceNow may need to obtain export control approval for certain individuals. All employment is contingent upon ServiceNow obtaining any required export license or other approval from relevant export control authorities.
