ServiceNow

Director, Industry Marketing - Insurance

ServiceNow • $150K — $180K *
US-AnywhereRemote in Atlanta, GA
Finance & Insurance
11 - 15 years of experience
Today
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Job Overview by Ladders

Qualifications

  • 12+ years in B2B marketing, with 5 years in Insurance at an enterprise software company.
  • In-depth knowledge of industry buyer personas, C-suite priorities, and AI buying cycles.
  • Demonstrated success in building message houses and solution narratives for industry outcomes.
  • Expert user of AI tools for research and content management without reliance on experimentation.
  • Strong written and executive presence for effective communication with diverse stakeholders.
  • Results-focused; accountable for awareness metrics, pipeline contributions, and BOM coverage.
  • Ability to create foundational messaging where limited exists, shaping industry narratives.
  • Proven experience in managing industry event strategies.

Responsibilities

  • Own and publish the industry message house, updating quarterly for all solution areas.
  • Lead go-to-market strategy, adapting plans to industry buyer dynamics and AI trends.
  • Manage the Marketing BOM for prioritized solutions including narratives and customer stories.
  • Direct content and strategy for ServiceNow's presence at key industry events.
  • Collaborate with Demand Gen to ensure measurable outcomes from events and campaigns.
  • Translate AI platform innovations into customer-centric narratives and value propositions.
  • Drive field engagement through enablement programs and seller certification initiatives.
  • Leverage AI tools as core to workflow across content development and competitive analysis.

Benefits

  • Flexible work options including remote and in-office arrangements.
  • Opportunities for professional development and growth within the organization.
  • Supportive team culture with a focus on collaboration and innovation.
  • Potential for impactful work in a leading-edge industry transformation.
  • Engagement in high-profile industry events to raise visibility and build connections.
Full Job Description
Job Description

We are looking for a Director of Industry Marketing to own positioning and go-to-market strategy for one of ServiceNow's highest-priority industries: Insurance.

AI is not a pilot in your industry anymore. The companies proving real, measurable business outcomes are setting the pace, and every buyer in Insurance is watching. Insurance carriers and brokers are modernizing operations and accelerating business outcomes as competitive, security, and regulatory demands intensify.

ServiceNow delivers real business outcomes across the full industry value chain. Not point solutions. Not bolt-on AI. A single platform that connects people, data, and workflows across every function, from the front office to operations to risk and compliance, in the language and context of your industry. The proof is in customer results: hours saved, cycle times cut, processes automated, and costs reduced in ways that executives can take to their boards.

This role holds the pen. You will define how the world understands ServiceNow's role in transforming Insurance, writing the narrative that maps AI-driven change across the industry value chain to the specific solutions ServiceNow delivers. You will operate at the frontier of product marketing: building message houses where none exist, shaping the industry solution map narrative, and arming a cross-functional Industry POD with the positioning and assets they need to win the most strategic accounts in the market.

What You Will Do
  • Own and publish the industry message house for the full ServiceNow platform in the language of your industry, including positioning for all prioritized solution areas, with quarterly updates loaded to Seismic and Claude.
  • Lead go-to-market strategy for your industry within the cross-functional Industry POD, translating buyer dynamics, competitive pressure, and AI adoption trends into executable plans.
  • Own the Marketing BOM for all prioritized industry solutions: corporate narratives, pitch decks, hero demos, battlecards, customer stories, and Sales Success Center pages.
  • Direct ServiceNow's presence at first-party events (Knowledge, Industry Expo) and own the content and engagement strategy for key third-party industry events.
  • Partner with Demand Gen and Field Marketing to drive measurable pipeline from industry events and campaigns, with targets, ROI tracking, and outcome reporting tied to team OKRs.
  • Translate platform and AI innovation, including Now Assist, AI agents, and industry-specific solutions, into outcome-based narratives grounded in the customer's value chain and the business results they are accountable for.
  • Drive field adoption through enablement programs and seller certifications. If sellers are not using it, it does not count.
  • Use AI tools as your primary workflow across research, drafting, content iteration, and competitive intelligence. You set the standard for how this team works in an AI-native world.


Qualifications

To be successful in this role you have:
  • 12+ years of B2B marketing experience, with at least 5 years focused on Insurance at an enterprise software or technology company.
  • Deep command of the industry: buyer personas, C-suite priorities, AI buying cycles, competitive dynamics, and the business outcomes that drive platform investment decisions.
  • Proven track record building message houses and solution narratives that connect platform capabilities to industry-specific outcomes, create pipeline, and accelerate deals.
  • You make AI tools work for you every day, whether that is accelerating research, drafting faster, or keeping field content current. You are not experimenting with AI; you rely on it.
  • Strong executive presence and written communication. You represent ServiceNow credibly in front of customers, industry analysts, and senior internal stakeholders.
  • Outcome-oriented. You track your awareness numbers, pipeline contribution, and BOM coverage, and you are accountable to all three.
  • Comfortable building where nothing exists yet. Several of these industries have limited solution-level messaging today. That is the opportunity.
  • Experience driving results through first-party and third-party industry event programs.
  • Up to 20% travel.


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.

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ServiceNow Careers

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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

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