Senior Manager, CRM Audience Planning

Company Description

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.

Job Description

The Senior Manager, Audience Planning is the audience subject matter expert for global CRM buying group. This role bridges global strategy and regional execution by defining who is the buying group audience and why they buy, then translating those insights into precise, actionable plans that drive campaigns across markets.

As the primary audience partner to campaign and integrated marketing leaders, this role establishes the strategic foundation that informs all downstream marketing activity. They work closely with Activation & Experience teams (media, email, experience, discovery) to ensure audience strategies are accurately executed in campaigns, while coordinating with regional audience planning partners to adapt plans for local markets.

What You'll Deliver

• Buying Group Intelligence: Signals, intent data, and engagement metrics that power targeting and personalization
• Research Aggregation & Testing: Synthesis of research to validate assumptions and refine audience understanding
• Ideal Customer and Persona Profiles: Complete profiles with pain points, motivations, firmographics, technographics, behavioral patterns, and psychographic attributes
• Holistic Channel Strategy by Buying Group: Integrated recommendations across paid, earned, and owned channels tailored to buyer preferences and behaviors
• Addressable Audience Framework: Precise segment definitions with data logic for targeting, adapted for regional compliance
• Connection Strategy Blueprint: Channel sequence, budget guidance, and journey orchestration mapped to buyer stages
• Targeting & Segmentation Briefs: Actionable briefs with data requirements and business logic for segment creation
• Input into Creative & Messaging Briefs: Specific insights on pain points and motivations to inform creative development
• Competitive Landscape Analysis: How competitors target your buyer group, with messaging gaps and differentiation opportunities
• Regional Performance Insights: Data-driven feedback that informs global strategy refinements

What You'll Do

Own the Buyer Group Audience Strategy

• Serve as the go-to expert for your buyer group within the Integrated Marketing planning process
• Build and maintain addressable audience segments, augmenting them with proprietary data for precise targeting
• Design end-to-end customer journeys and connection strategies that define channel mix, sequence, and messaging for each buying stage

Generate & Synthesize Insights

• Triangulate insights from CRM, intent data, product usage, analytics, and qualitative research to understand persona pain points, motivations, media habits, and journey signals
• Direct qualitative research to uncover local and regional nuances in buying behavior
• Translate insights from the central Audience Insights team into actionable strategies for your buyer group

Enable Campaign Execution

• Partner with Integrated Program Directors, Activation & Experience teams, and creative to ensure audience strategies translate into effective campaigns
• Provide data requirements and segment logic to Data & Analytics teams for audience activation
• Deliver persona insights that inform all messaging and creative development

Bridge Global & Regional

• Coordinate with regional campaign partners to adapt strategies for local markets while maintaining global consistency
• Ensure regional strategies reflect local market behaviors, media consumption patterns, cultural nuances, and compliance requirements
• Feed regional performance data and localization insights back to inform global strategy
• Build trust with regional sales and marketing leadership through clear communication and actionable insights

Qualifications

Essential Skills

• ABM strategy and orchestration expertise
• Channel mix selection and customer journey design
• Audience research and synthesis capabilities
• Data triangulation and strategic analysis
• GTM strategy and planning experience
• Deep understanding of marketplace dynamics and competitive positioning
• Regional GTM and localization expertise
• Proficiency with MarTech and data platforms (Workfront, Power BI, GWI, Claude AI)

How You Work

• You build strong partnerships across functions and influence without authority
• You apply analytical rigor to solve complex problems
• You translate data into compelling stories that drive action
• You thrive in ambiguous situations and can work independently
• You excel at cross-cultural collaboration and adapt your approach to different markets

Experience & Background

• 7-10+ years in B2B marketing, audience planning, product marketing, or strategic planning
• 3+ years managing global-to-regional marketing strategy
• Proven ability to translate corporate strategy into actionable field marketing programs
• Deep understanding of B2B buying behaviors and buyer group dynamics
• Experience with both quantitative and qualitative research methodologies
• Bachelor's degree required; MBA or advanced degree in marketing, business, or related field preferred

Typical background: Senior Product Marketing Manager, Customer Insights Manager, Strategic Planner (agency), Account Planner

Bonus

CRM Domain Knowledge: Expertise in customer relationship management, customer service operations, case management, field service, and customer experience transformation. Understanding of CRM buyer personas including Chief Customer Officers, Customer Service VPs, and Contact Center Directors.

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, 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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