Director, Audience Planning

It all started in sunny San Diego, California in 2004 when a visionary engineer, Fred Luddy, saw the potential to transform how we work. Fast forward to today - ServiceNow stands as a global market leader, bringing innovative AI-enhanced technology to over 8,100 customers, including 85% of the Fortune 500®. Our intelligent cloud-based platform seamlessly connects people, systems, and processes to empower organizations to find smarter, faster, and better ways to work. But this is just the beginning of our journey. Join us as we pursue our purpose to make the world work better for everyone.

The Director, Audience Planning is responsible for building, managing, and scaling the new Audience Planning capability at ServiceNow. This strategic leadership role establishes the foundation for all marketing programs by transforming how we source, interpret, and activate audience insights to engage buying groups and drive measurable business outcomes.

This role leads the Global Center of Excellence and directs execution for the Americas, while providing the strategic framework that informs regional audience adaptations. Leading a Buyer Group-focused organization, this group of strategists define the "why" and "who" for all GTM programs. They are the primary strategic partner to leaders across integrated marketing, as well as the Activation & Experience functions (Media, Email, Experience, and Discovery).

Key Outputs:

• Buying Group Intelligence: Signals, intent data, and engagement metrics that inform targeting and personalization strategies

• Persona & Account Insight Profiles: Deep understanding of decision-makers, influencers, and stakeholders within target accounts

• Research Aggregation & Testing: Synthesis of primary and secondary research to validate assumptions and inform strategy

• Ideal Customer Profiles: Comprehensive profiles including firmographics, technographics, behavioral patterns, and psychographic attributes

• Holistic Marketing Channel Strategy by Buying Group: Integrated approach across paid, earned, and owned channels tailored to each buyer group's preferences and behaviors

• Journey Flow: Strategic model defining roles and sequencing of channels across the entire customer journey (channel mix and customer journey orchestration)

• Annual Audience Data Roadmap: Defined requirements for the MarTech/AdTech stack (CDP/intent tools) needed to support the strategy.

• Executive Briefings on Buyer Group Strategy: High-level narrative presentations on macro trends and audience shifts for the CMO/SLT.

• Functional Readiness Assessment: Reports confirming that regional and activation teams are ready to execute the new strategy.

• Synthetic Intelligence Strategy: The strategic roadmap for how AI simulation is applied to GTM planning and testing.

Responsibilities:

• Define and Govern the Insight & Audience Planning Methodology for the organization, setting the global standard for mixed-methods research, data triangulation, and persona development.

• Lead the ongoing development of audience, customer and marketplace trends and insights that provide foundational understanding that can inform buyer group specific as well as product and innovation decision making.

• Lead, mentor, and grow a high-performing team of global and regional audience strategists.

• Define and Own the Audience Data Governance and Quality for the strategy team, ensuring outputs (e.g., Persona Insight Profiles, Audience Architecture) are consistent, accurate, and actionable across the entire marketing organization.

• Oversee the development and governance of the firm-wide Audience Architecture, ensuring Buyer Groups are augmented with high-value data and insights to become precise, addressable audiences with clear qual/quant and psychographic profiles.

• Own the Connection Strategy framework, establishing the methodology for defining "which channels, why, and in what sequence" to engage audiences.

• Establish a strong, clear partnership with the Data & Analytics team, defining the "swimlanes" for data sourcing vs. interpretation.

• Serve as the Primary Buying Group Audience Subject Matter Expert (SME), driving the adoption of audience-centricity across senior leadership and cross-functional partners.

• Oversee "Voice of the Customer" Integration: Ensure that Customer Insights (retention/churn signals) are systematically integrated into Audience Planning, bridging the gap between "net-new" acquisition and customer expansion strategies.

Core Skills & Competencies:

Hard Skills

• Global Insights Management & Scaling

• Audience & Customer Research Synthesis

• Customer journey design

• MarTech/Data Stack Fluency

• B2B GTM & ABM Expertise

Soft Skills (Leadership Competencies)

• Team Building & Talent Development:

• Executive & Stakeholder Influence & Mgt.

• Change Management & Ambiguity Navigation

• Cross-Functional Partnership & Collaboration

• Analytical Rigor & Curiosity

Years of Experience: 12-15+ years in marketing strategy, audience planning, or marketing intelligence, with at least 5-7 years of direct people leadership.

Example Feeder/Similar Roles:

• Head of Audience Planning

• Director, Marketing Strategy & Insights

• Director of Insights & Planning

• Director of Strategy & Insights

• Group Director, Strategic Planning (Agency)

For positions in this location, we offer a base pay of $184,100-$322,200, plus equity (when applicable), variable/incentive compensation and benefits. Sales positions generally offer a competitive On Target Earnings (OTE) incentive compensation structure. Please note that the base pay shown is a guideline, and individual total compensation will vary based on factors such as qualifications, skill level, competencies and work location. We also offer health plans, including flexible spending accounts, a 401(k) Plan with company match, ESPP, matching donations, a flexible time away plan and family leave programs. Compensation is based on the geographic location in which the role is located and is subject to change based on work location.

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, creed, religion, sex, sexual orientation, national origin or nationality, ancestry, age, disability, gender identity or expression, marital status, 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 [email protected] 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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