ServiceNow

Director, SEO & AEO

ServiceNow • $165K — $227K *
San Diego, CA 92154In-Person
Consumer Technology
8 - 10 years of experience
Today
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Job Overview by Ladders

Qualifications

  • 8+ years of SEO/search marketing experience, with 3+ years in leadership roles.
  • Proven ability to build and scale SEO functions with measurable business impact.
  • Deep expertise in SEO fundamentals and emerging AEO/LLM optimization.
  • Experience in designing SEO workflows and integrating marketing technologies.
  • Strong leadership and communication skills with a focus on stakeholder influence.
  • Analytical mindset capable of interpreting search data into strategic insights.
  • Comfortable with ambiguity, focusing on infrastructure over tactical execution.

Responsibilities

  • Define and execute SEO and AEO strategy aligned with business priorities.
  • Establish disciplined content priorities balancing stakeholder requests with data.
  • Set performance targets and conduct quarterly reviews on SEO/AEO outcomes.
  • Stay updated on SEO/AEO industry trends and adapt strategies accordingly.
  • Build technical infrastructure for SEO validation within content workflows.
  • Lead enablement programs for marketing teams using SEO tools and guidelines.
  • Foster cross-department communication to align SEO strategy with broader marketing goals.

Benefits

  • Health plans including flexible spending accounts.
  • 401(k) plan with company match.
  • Employee Stock Purchase Plan (ESPP).
  • Flexible time away and family leave programs.
  • Workplaces supporting flexible work personas.
Full Job Description
Job Description

ServiceNow's Digital Experience organization is seeking a strategic and decisive Director of SEO and AI-Optimized Search (AEO) to build and lead a world-class search optimization function. In this role, you will own the SEO and AEO strategy, lead a talented team, and establish the organizational discipline and infrastructure that makes search optimization a competitive advantage-not an afterthought. You will arbitrate between stakeholder demand and data-driven signals, drive strategic alignment with leadership across the organization, and build the systems and automation that scale search optimization across all of ServiceNow.com.

The ideal candidate brings proven SEO and AEO leadership experience, deep understanding of search marketing and LLM optimization, and the ability to navigate complex organizational dynamics. You must be comfortable designing for automation and systems thinking-you're building infrastructure for the future, not advisory committees for the present. You thrive in ambiguity, move fast, and have a track record of establishing organizational capability and operational rigor.

Responsibilities SEO & AEO Strategy, Roadmap & Alignment
  • Define and execute the SEO and AEO strategy and roadmap aligned to ServiceNow's business priorities and content discovery opportunities across all web surfaces (product pages, buying group content, community, developer resources, etc.).
  • Arbitrate between stakeholder content requests and search data to establish disciplined content priorities. Drive alignment with leadership on messaging hierarchy, discovery strategy, and content investment decisions.
  • Establish clear performance targets for organic visibility, rankings, AEO performance, and content discoverability. Own quarterly business reviews on SEO/AEO outcomes and progress against strategic goals.
  • Stay abreast of industry trends in SEO, AEO, LLM optimization, and emerging search/discovery mechanisms. Evolve strategy as the search landscape changes.

Infrastructure, Automation & Orchestration
  • Build and oversee the technical and operational infrastructure that embeds SEO/AEO validation into the content production workflow. Own integrations with SERP data tools, Google Search Console, competitive intelligence platforms, and AirOps to ensure SEO signals flow into page creation and optimization in real time.
  • Design SEO validation gates in the page-production workflow so content is optimized during creation, not after deployment. Establish the logic that feeds performance signals and recommendations into content orchestration.
  • Lead the enablement of marketing teams (Product Marketing, Integrated Marketing, etc.) to self-serve content creation at scale using AirOps and other tools, with built-in SEO guardrails.

Team Leadership, Development & Execution
  • Lead and develop a high-performing SEO/AEO team comprising specialists in performance analytics, technical automation/integrations, content operations, and LLM optimization. Set clear goals, provide coaching, and build organizational capability in search and discovery.
  • Own quarterly planning, performance management, and career development for all direct reports. Build a culture of data-driven decision making and continuous optimization.
  • Partner with Studio (UX, copywriting, design), Publishing, Localization, and Web Experience Management to ensure SEO strategy is operationalized across the full page-production lifecycle.

Cross-Functional Leadership & Communication
  • Serve as the organizational authority on search discovery and optimization strategy. Build and maintain executive relationships across Product Management, Product Marketing, Integrated Marketing, Field Marketing, and Corporate Communications.
  • Communicate SEO/AEO strategy, performance insights, and recommendations to leadership. Represent the search function in marketing planning, campaign kickoffs, and stakeholder reviews.
  • Drive adoption of SEO best practices and discipline across the organization. Push back on content decisions that are inconsistent with search strategy and justify those calls with data.


Qualifications
  • 8+ years of professional SEO/search marketing experience, with at least 3+ years in a leadership or management role.
  • Proven track record building and scaling SEO functions, establishing organizational discipline around search strategy, and driving measurable business impact through organic visibility and traffic.
  • Deep understanding of SEO fundamentals (technical SEO, content optimization, E-E-A-T, link strategy, SERP dynamics) and emerging AEO/LLM optimization challenges.
  • Experience designing and deploying SEO workflows, automation, and integrations with marketing technology (CMS, martech platforms, data tools).
  • Strong leadership and communication skills. Proven ability to influence senior stakeholders, articulate complex search strategy in business terms, and drive organizational alignment.
  • Analytical mindset with ability to interpret search data, build performance frameworks, and translate insights into strategic recommendations.
  • Comfort with ambiguity and systems thinking. You thrive in building organizational capability and infrastructure, not just executing tactical projects.

Technology and Domain Expertise:
  • Expert-level proficiency with SEO tools and platforms (Google Search Console, SEMrush, or equivalent). Familiarity with SERP tracking and competitive intelligence tools.
  • Experience with web content management systems (Adobe Experience Manager / AEM strongly preferred) and publishing workflows.
  • Working knowledge of web analytics (Google Analytics, Adobe Analytics) and ability to define and track SEO/organic performance metrics.
  • Understanding of web development basics, site speed optimization, structured data/schema, and technical SEO best practices.
  • Awareness of AI/LLM capabilities and emerging opportunities in AEO and generative search optimization.

Preferred Experience:
  • B2B enterprise or SaaS marketing experience strongly preferred.
  • Leadership experience in global, multi-market organizations where you've managed localization and regional SEO strategy.
  • Background scaling teams through automation, process design, and systems thinking rather than headcount alone.
  • Experience with AI/ML applications in marketing and understanding of how LLMs and generative search are reshaping discovery.

For positions in this location, we offer a base pay of $165,600 - $227,700, 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.

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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

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