ServiceNow

Brand Strategist

ServiceNow • $123K — $216K *
San Diego, CA 92154In-Person
Business Services
Less than 5 years of experience
Today
Be an Early Applicant
Job Overview by Ladders

Qualifications

  • Several years of brand strategy, communications planning, or insights development experience, preferably in B2B enterprise settings.
  • Proven track record in developing brand positioning and competitive frameworks based on research.
  • Strong skills in audience research and translating insights into actionable recommendations.
  • Understanding of brand measurement and health metrics to inform strategy development.
  • Exceptional communication skills for presenting complex analyses to senior leaders.
  • Comfort with designing and interpreting primary research methodologies.
  • Intellectual curiosity about market dynamics and trends, especially in the context of AI.

Responsibilities

  • Develop and stress-test brand positioning and competitive strategies across ServiceNow's portfolio.
  • Conduct audience research to analyze priorities and perceptions across key buying groups.
  • Create strategic frameworks to guide brand decisions and competitive positioning.
  • Support brand health tracking and interpret metrics for strategic recommendations.
  • Perform competitive intelligence analysis to inform strategic differentiation.
  • Assist in M&A integration through brand architecture evaluation.
  • Utilize primary and secondary research to evolve brand strategy based on insights.
  • Experiment with AI tools to enhance research and analysis processes.

Benefits

  • Health plans with flexible spending accounts.
  • 401(k) Plan with company match.
  • Employee Stock Purchase Plan (ESPP).
  • Matching donation programs.
  • Flexible time away plans and family leave programs.
Full Job Description
Job Description

ServiceNow is seeking a Brand Strategist to support strategic brand development and positioning within the Brand Strategy team. This role will help shape how ServiceNow is positioned, understood, and differentiated in the market-developing the audience insights, frameworks and competitive positioning that inform brand and marketing work and the connection points between brand and integrated marketing campaigns.

This role is for someone who is curious about enterprise transformation in the age of AI and who can translate immense market and audience complexity into clear positioning and strategic recommendations. You'll support the brand strategy team in audience and market research and act as a strategic partner to integrated marketing, mapping audience and messaging strategies from brand to buying groups. You'll help us reinforce the role of brand through well-articulated points-of-view, grounded in industry research and emerging brand effectiveness thinking.

You'll partner across brand, product marketing, integrated marketing, and with internal and external research partners to build strategies grounded in market research, buyer insights, and landscape analysis. Along the way, you'll help us explore how AI can accelerate research, competitive analysis, and strategy while deepening the insight-driven thinking that shapes our brand direction.

What you'll do
  • Develop and stress-test brand positioning, architecture, and competitive strategy across ServiceNow's portfolio and business functions, informed by primary research, market data, and competitive analysis.
  • Conduct audience research and buyer insight analysis across key personas and buying groups-including IT, HR, Customer Service, and Security & Risk-to understand their priorities, decision-making criteria, and how ServiceNow is perceived.
  • Build strategic frameworks that guide brand decisions: brand architecture models, category definitions, competitive positioning maps, and persona-based strategy documents.
  • Support brand measurement and health tracking- interpreting brand trackers, correlating findings with other sources and translating metrics into strategic recommendations for leadership.
  • Competitive intelligence analysis, including positioning research, messaging analysis, and landscape mapping that informs our strategic differentiation.
  • Support M&A integration and acquisition strategy through brand architecture assessment, equity evaluation, and integration recommendations.
  • Use primary research (surveys, interviews, focus groups), secondary sources (analyst reports, market data), and campaign performance data to validate and evolve strategy.
  • Experiment with AI tools that accelerate research synthesis, competitive analysis, and strategic modeling, sharing findings and best practices with the team.
  • Support the existing team with ongoing programs and initiatives


Qualifications

What you'll bring
  • Several years of experience in brand strategy, communications planning, or insights development-at an agency, consultancy, or in-house marketing function. B2B enterprise experience preferred.
  • Demonstrated experience developing brand positioning, architecture strategies, or competitive positioning frameworks grounded in research and market analysis.
  • Strong capability in audience research and insight development-designing research, analyzing findings, and translating insights into strategic recommendations.
  • Solid understanding of brand measurement, tracker design, and how to interpret brand health metrics to inform strategy.
  • Ability to synthesize complex market, competitive, and customer data into clear strategic recommendations for leadership.
  • Excellent written and verbal communication skills-you can distill complex analysis into compelling strategy documents and present recommendations with confidence to senior leaders.
  • Comfort designing and interpreting primary research (surveys, interviews) and working with research methodologies.
  • Intellectual curiosity about competitive landscapes, market trends, and category dynamics-you read widely and think strategically about how markets shift.
  • Curiosity about AI and enthusiasm for using new tools to enhance research, analysis, and strategic thinking.
  • An eagerness to develop expertise, contribute to cross-functional strategic discussions, and raise the bar on brand strategy rigor.
  • A self-starter mentality, proactively spotting opportunities and taking steps to surface and solve them


For positions in this location, we offer a base pay of $123,900 - $216,800, 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.

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.

About ServiceNow

ServiceNow provides cloud-based solutions that define, structure, manage, and automate services for enterprise operations in North America, Europe, the Middle East, Africa, the Asia Pacific, and other countries. The company offers service management solutions, including incident, problem, change, request, and cost management as well as service catalogs; and IT, HR, facilities, and field service management solutions. It also provides IT operations management solutions covering service mapping, delivery, and assurance solutions; business management solutions such as financial management, project portfolio suite, vendor performance management, and performance analytics as well as governance, risk, and compliance; and application development services.

ServiceNow Careers

Join the dynamic team at ServiceNow, a global leader in digital workflow solutions, where innovation and leadership converge to shape the future of work. At ServiceNow, we offer more than just job opportunities; we provide a platform for professional growth and a chance to be part of a culture that values diversity, creativity, and continuous learning.

Work You’ll Do

Embark on a career journey with ServiceNow and contribute to the world’s leading enterprises' digital transformation. Our team is at the forefront of developing cutting-edge technologies that improve how people work. With ServiceNow, you will use your skills to impact businesses and industries profoundly, driving efficiency and innovation.

Join Our Market-Leading Team

ServiceNow is not just another technology company. We are a team that thrives on diversity and leadership, fostering an inclusive environment that promotes growth and development. Our commitment to diversity training ensures that every team member can achieve their potential.

Innovative Work

ServiceNow is home to more than 10,000 dedicated professionals who lead the charge in digital workflows and enterprise solutions. As part of our team, you will engage in projects that merge technology with practical applications, creating revolutionary products that advance how services are delivered and managed.

Career Development

At ServiceNow, your career trajectory is filled with boundless opportunities. We support your growth with robust training programs, leadership development courses, and access to global challenges. Whether you are looking for an internship, full-time position, or leadership role, ServiceNow equips you with the tools to excel.

Be Part of a Great Team

Working at ServiceNow means being part of a community that values teamwork and innovation. Our collaborative environment encourages networking and sharing ideas, making our workplace vibrant and dynamic. The benefits of joining ServiceNow extend beyond comprehensive health and wellness; they include fostering professional connections and friendships that last a lifetime.

Explore Job Opportunities and Internships

Whether you’re a seasoned professional or a recent graduate, ServiceNow offers a range of employment options to suit your career goals. From internships that provide real-world experience to full-time positions that challenge you to leverage your expertise, we are committed to hiring the best talent.

Stay Connected

Join Our Team Search open positions that match your skills and interests. At ServiceNow, we look for passionate, curious, and solution-driven team players. Explore the possibilities that await you at a company that is committed to your professional success.

Keep Up to Date

Stay ahead with career tips, insider perspectives, and industry-leading insights you can put to use today—all from the people who work here.

Job Alert Emails

Customize your subscription to receive job alerts, the latest news, and insider tips tailored to your preferences. Discover the exciting and rewarding career opportunities that await at ServiceNow.

ServiceNow Careers

Empowering professionals to achieve more, ServiceNow is where careers are future-proofed, and ambitions are realized. Join us in our journey of growth and innovation.
Learn more about ServiceNow
Size
16,881 employees
Market Cap
$76.5 billion
Industry
Information Technology
Net Income
$118.5 million
Founded
2004
5 Year Trend
+33.5%
Revenue
$4.5 billion
NASDAQ
NOW
* Ladders Estimates

Similar Jobs

Ad banner background

Get Ready For Your
Next Interview

More Jobs at ServiceNow

More Business Services Jobs

Find similar Brand Strategist jobs:

NationwideSan Diego, CA