📌 Core Information
🔹 Job Title: Director of Customer Marketing
🔹 Company: ServiceNow
🔹 Location: Austin, Texas, United States
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: May 6, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: Remote OK
🚀 Job Overview
Key aspects of this role include:
- Leading and growing strategic customer story programs
- Managing the customer reference function and global customer story program
- Developing relationships with the sales team to generate impactful customer testimonials
- Ensuring delivery of compelling stories aligned with company priorities
- Collaborating with cross-functional teams to create high-impact customer stories
ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and the ability to work effectively with various teams to deliver customer success stories that drive business impact.
📋 Key Responsibilities
✅ Lead, motivate, grow, and develop a team of world-class customer marketers, fostering a culture of elite work, agility, and innovation
✅ Develop strategic alignment with sales, solutions consulting, marketing, product marketing, and communications regarding customer marketing priorities
✅ Increase ServiceNow's awareness and enable the sales organization to close deals faster by delivering customer testimonials that create impact
✅ Serve as editor-in-chief of Customer Stories by refining and overseeing the end-to-end process for creating customer content, including interviewing and producing impactful written and video success stories
✅ Manage and scale the customer storytelling lifecycle from deal win to implementation to product success, ensuring the right story at the right moment in the right tone
✅ Create and maintain a library of customer stories in various formats to promote success and position ServiceNow as a technology platform of choice
✅ Ensure the team delivers challenge, problem, solution relevance in each customer story to create assets that resonate with the audience
✅ Collaborate with the broader Customer Marketing team to develop and prioritize customer stories in support of company and marketing priorities globally
✅ Ensure delivery against program KPIs and provide monthly/quarterly/year-end reporting on accomplishments against goals
✅ Make sure agencies are trained and leveraged effectively for consistency and quality
ASSUMPTION: This role involves a high degree of cross-functional collaboration, stakeholder management, and project coordination to deliver compelling customer stories that drive business outcomes.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)
Experience: 15+ years of experience in the information technology and cloud industries in a customer advocacy, customer reference, or customer-facing marketing role, including 5+ years leading a team
Required Skills:
- Proven track record delivering compelling customer stories in written, video, and stage formats
- Ability to share published examples of customer stories
- Proven success working effectively with customer and internal executives, sales, product management, and marketing
- Clear understanding of marketing, sales, and communications priorities
- Past successes working with large brand customers to engage in customer marketing
- High energy, "own it" personality, and ability to drive process improvement in a fast-paced, high-growth environment
- Exceptional communication skills cross-functionally and at all levels, including senior management
Preferred Skills:
- Experience integrating AI into work processes, decision-making, or problem-solving
- Fluency in multiple languages (a plus)
ASSUMPTION: Candidates should have a strong background in customer marketing, with a proven track record of delivering high-impact customer stories and working effectively with cross-functional teams.
💰 Compensation & Benefits
Salary Range: $150,000 - $200,000 per year (based on industry standards for a Director of Marketing role with 10+ years of experience in the tech industry)
Benefits:
- Competitive benefits package, including health, dental, and vision insurance
- 401(k) plan with company match
- Paid time off and flexible work arrangements
- Employee stock purchase plan
- Tuition reimbursement and professional development opportunities
Working Hours: Full-time position with standard business hours (flexible work arrangements may be available)
ASSUMPTION: The salary range provided is an estimate based on industry standards for a Director of Marketing role with the required experience level. Actual compensation may vary based on factors such as skills, qualifications, and market conditions.
📌 Applicant Insights
🔍 Company Context
Industry: ServiceNow is a leading global provider of cloud-based software platforms that digitize and unify organizations to create smarter, faster, and better ways to work. They focus on service management, enterprise cloud, custom app development, and digitizing workflows.
Company Size: ServiceNow has 10,001+ employees globally, with a strong presence in North America, Europe, and Asia Pacific.
Founded: ServiceNow was founded in 2004 and has since grown to become a publicly traded company (NYSE: NOW) with a market capitalization of over $100 billion.
Company Description:
- ServiceNow's cloud-based platform and solutions help digitize and unify organizations to find smarter, faster, and better ways to make work flow
- The company works with over 8,100 customers, including 85% of the Fortune 500, to create the future they imagine
- ServiceNow's mission is to make the world work better for everyone by empowering organizations to find smarter, faster, and better ways to work
Company Specialties:
- Service Management
- Enterprise Cloud
- Custom App Development
- Platform
- ITSM
- Security Operations
- Customer Service Management
- ITOM
- GRC
- HR Service Delivery
- Digitizing workflows
Company Website: ServiceNow
ASSUMPTION: ServiceNow is a well-established, global leader in its industry, with a strong focus on innovation, customer success, and driving business outcomes through its cloud-based platform.
📊 Role Analysis
Career Level: This role is at the director level, reporting directly to the Senior Vice President of Customer Marketing or a similar executive. The role may have team members reporting to it, depending on the organization's structure.
Reporting Structure: The Director of Customer Marketing may report to the Senior Vice President of Customer Marketing or another executive in the marketing organization. The specific reporting structure may vary depending on the company's organizational design.
Work Arrangement: This role is listed as "Remote OK," indicating that it can be performed remotely or in a hybrid work arrangement. The specific work arrangement may be discussed during the interview process.
Growth Opportunities:
- Progression to a Vice President or Senior Vice President role within the Customer Marketing organization
- Expansion into other marketing disciplines or leadership roles within the broader marketing organization
- Opportunities to work on high-impact projects and initiatives that drive business outcomes and personal growth
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to advance within the Customer Marketing organization or explore other marketing disciplines and leadership roles.
🌍 Location & Work Environment
Office Type: ServiceNow has a distributed work environment, with employees working remotely, in offices, or in a hybrid arrangement. The specific work arrangement for this role may be discussed during the interview process.
Office Location(s): Austin, Texas, United States (with the option to work remotely)
Geographic Context:
- Austin is the capital city of Texas and the 11th-most populous city in the United States
- The city is known for its vibrant music and cultural scene, as well as its strong tech industry
- Austin offers a competitive cost of living compared to other major tech hubs in the United States
Work Schedule: Full-time position with standard business hours (flexible work arrangements may be available)
ASSUMPTION: The work environment for this role is flexible, with the option to work remotely or in a hybrid arrangement. The specific work arrangement may be discussed during the interview process.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with a recruiter or HR representative
- Phone or video interview with the hiring manager or a member of the marketing team
- On-site or virtual interview with multiple stakeholders, including senior leadership
- Background check and offer extension
Key Assessment Areas:
- Customer marketing expertise and experience
- Leadership and team management skills
- Strategic thinking and problem-solving abilities
- Cross-functional collaboration and stakeholder management skills
- Communication and presentation skills
Application Tips:
- Highlight your experience delivering high-impact customer stories and working effectively with cross-functional teams
- Tailor your resume and cover letter to emphasize the skills and experiences most relevant to this role
- Prepare examples of customer stories you've created and their impact on business outcomes
- Research ServiceNow's products, customers, and market position to demonstrate your understanding of the company and its competitive landscape
ATS Keywords: Customer Marketing, Director, Customer Stories, Customer Reference, Sales Collaboration, Content Creation, Strategic Alignment, Team Leadership, Process Improvement, AI Integration
ASSUMPTION: The application process for this role is likely to be competitive, with a strong focus on customer marketing expertise, leadership skills, and strategic thinking. Applicants should tailor their application materials to highlight these skills and experiences.
🛠️ Tools & Technologies
- Customer relationship management (CRM) software (e.g., Salesforce, HubSpot)
- Marketing automation and analytics tools (e.g., Marketo, Google Analytics)
- Customer storytelling and content creation platforms (e.g., Contently, StoryChief)
- Project management and collaboration tools (e.g., Asana, Trello, Microsoft Teams)
ASSUMPTION: The specific tools and technologies used in this role may vary depending on the company's tech stack and the candidate's areas of expertise.
👔 Cultural Fit Considerations
Company Values:
- Customer Obsessed
- Innovation
- Integrity
- Collaboration
- Execution
Work Style:
- Fast-paced and dynamic work environment
- Cross-functional collaboration and teamwork
- Focus on driving business outcomes and customer success
- Opportunities for professional growth and development
Self-Assessment Questions:
- Do you thrive in a fast-paced, dynamic work environment?
- Are you comfortable working collaboratively with cross-functional teams to drive business outcomes?
- Do you have a proven track record of delivering high-impact customer stories and working effectively with stakeholders?
ASSUMPTION: ServiceNow values candidates who are customer-obsessed, innovative, and collaborative, with a strong focus on driving business outcomes and customer success.
⚠️ Potential Challenges
- Managing a team remotely or in a hybrid work arrangement may present unique challenges and require strong leadership and communication skills
- Balancing the demands of customer marketing with other marketing priorities and stakeholder expectations may require strong prioritization and time management skills
- Working in a fast-paced, dynamic environment may require adaptability and the ability to manage multiple projects and priorities simultaneously
- Navigating a large, global organization may present unique challenges and require strong networking and relationship-building skills
ASSUMPTION: The potential challenges of this role are related to its fast-paced, dynamic nature, as well as the need to manage a team and balance multiple priorities and stakeholder expectations.
📈 Similar Roles Comparison
- Compared to other director-level marketing roles, this role places a greater emphasis on customer marketing and storytelling, with a focus on driving business outcomes and customer success
- Compared to other roles within the Customer Marketing organization, this role has a broader scope and greater strategic impact, with the potential for more significant growth opportunities
- Compared to other marketing roles within the broader marketing organization, this role requires a unique blend of customer marketing expertise, leadership skills, and strategic thinking
ASSUMPTION: This role offers a unique blend of customer marketing expertise, leadership skills, and strategic thinking, with a focus on driving business outcomes and customer success.
📝 Sample Projects
- Developing a comprehensive customer reference program that generates high-quality customer testimonials and success stories
- Creating a global customer story program that delivers compelling customer content aligned with company priorities and marketing campaigns
- Managing a team of customer marketers to deliver high-impact customer stories that drive business outcomes and customer success
ASSUMPTION: The specific projects undertaken in this role may vary depending on the company's priorities, marketing objectives, and the candidate's areas of expertise.
❓ Key Questions to Ask During Interview
- How does this role fit into the broader Customer Marketing organization and the company's marketing strategy?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does the company support the professional growth and development of its employees?
- What are the key challenges and opportunities facing the Customer Marketing organization and the broader marketing team?
- How does the company measure the success of its customer marketing programs, and what are the key performance indicators (KPIs) for this role?
ASSUMPTION: Asking thoughtful, strategic questions during the interview process demonstrates your interest in the role and your understanding of the company's priorities and marketing objectives.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your experience delivering high-impact customer stories and working effectively with cross-functional teams
- Prepare examples of customer stories you've created and their impact on business outcomes
- Research ServiceNow's products, customers, and market position to demonstrate your understanding of the company and its competitive landscape
- Follow up with the hiring manager or recruiter one week after submitting your application to express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
