ServiceNow

Federal Field Marketing Manager

ServiceNow • $126K — $221K *
Vienna, VA 22182In-Person
Education, Government & Non-Profit
5 - 7 years of experience
Today
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Job Overview by Ladders

Qualifications

  • 5-8+ years of direct marketing experience with federal civilian agencies
  • Proven track record in planning and executing account-based marketing campaigns that drive results
  • Strong understanding of federal procurement processes and budget cycles
  • Excellent project management skills with capability to juggle multiple programs
  • Solid understanding of AI applications relevant to agency missions
  • Outstanding communication and stakeholder management skills, capable of engaging at the executive level
  • Experience with marketing automation and CRM tools, and proficient in Excel and BI reporting
  • Established relationships within the federal ecosystem are highly advantageous

Responsibilities

  • Partner with sales and marketing leadership to execute aligned account marketing initiatives
  • Oversee consistent and effective delivery of the federal civilian marketing plan
  • Develop account-based marketing and event programs tailored for civilian accounts
  • Localize messaging to resonate with agency-specific buying dynamics
  • Collaborate with sales and partners to enhance market impact and pipeline generation
  • Plan federal-specific events and industry engagements such as AFCEA and ACT-IAC
  • Utilize analytics to assess program performance and optimize results

Benefits

  • Health plans including flexible spending accounts
  • 401(k) plan with company match
  • Employee Stock Purchase Plan (ESPP)
  • Matching donations program
  • Flexible time away policies
  • Family leave programs
Full Job Description
Job Description

What you'll do as a federal field marketing manager

As field marketing manager, federal civilian, you will play a pivotal role in bringing our go-to-market strategy to life across civilian agencies. This is a unique opportunity for someone who enjoys operating at both a strategic and executional level-shaping account and pursuit priorities while rolling up your sleeves to deliver programs that move federal pipeline.

Working closely with sales, partners, and the broader field marketing organization, you will translate agency-specific buying dynamics and pursuit priorities into account marketing programs that connect with federal buyers and deliver measurable pipeline outcomes.

In this role, you will:
  • Partner with sales and marketing leaders to execute integrated account marketing programs aligned to federal civilian pursuit priorities.
  • Own the successful delivery of the federal civilian marketing plan, ensuring campaigns and account programs are executed consistently, effectively, and on schedule.
  • Develop and activate account-based marketing, partner marketing, event, and executive-engagement programs tailored to named civilian accounts.
  • Localize corporate and federal messaging to resonate with civilian agency buyers, procurement dynamics, and mission priorities.
  • Collaborate closely with sales teams and GSI/reseller partners to maximize pursuit impact and support pipeline generation.
  • Plan and deliver federal-specific events, executive briefings, industry days, and conference presences (AFCEA, ACT-IAC, and similar).
  • Use pipeline and engagement analytics to monitor program performance, identify pursuit opportunities, and continuously optimize results.
  • Maintain operational excellence across marketing systems and CRM platforms used to track federal pipeline and account engagement.
  • Act as a trusted advisor to sales and account teams, helping shape pursuit priorities through data, agency insight, and platform understanding.

What makes you successful

The ideal candidate combines strategic account thinking with a passion for execution in a procurement-driven, relationship-based market. You enjoy building account plans, influencing sales and partner stakeholders, and turning agency insight into pursuit-winning programs. You are equally comfortable discussing GTM strategy with account leadership as you are managing event logistics and campaign delivery.

Key strengths include:
  • Strategic mindset: understands federal buying dynamics and translates them into precise, account-prioritized marketing plans.
  • Execution excellence: delivers high-quality programs and events across multiple channels with strong attention to detail and deadlines.
  • Results orientation: focuses on pipeline outcomes, measures program impact, and continuously seeks opportunities to optimize.
  • Collaboration and influence: builds strong relationships with sales, GSI/reseller partners, and cross-functional teams to drive account alignment.
  • Problem solving: uses data, agency insight, and creativity to identify pursuit opportunities and navigate procurement complexity.
  • Operational discipline: brings structure and consistency to account program execution and pipeline reporting.
  • Agility and curiosity: adapts quickly to shifting agency priorities and evolving platform capabilities, including AI and agentic use cases.


Qualifications
  • 5-8+ years of experience with direct experience marketing to or selling into U.S. federal civilian agencies.
  • Proven experience planning and executing account-based marketing campaigns and events that drive measurable pipeline outcomes.
  • Working understanding of federal buying dynamics-budget cycles, procurement vehicles, and the role of systems integrators and resellers.
  • Strong project management skills with the ability to manage multiple account programs simultaneously.
  • Sufficient platform understanding to prioritize which capabilities to feature for which agency mission, including familiarity with AI and agentic use cases.
  • Excellent communication and stakeholder management skills, including executive-level briefs and talking points.
  • Experience with marketing automation and CRM platforms, plus command of Excel and BI tools for pipeline and program reporting.
  • Existing relationships or credibility within the federal civilian ecosystem-agency contacts, GSI/partner relationships, or GovCon marketing community experience-are a strong advantage.
  • Comfortable working in a fast-paced, highly matrixed environment requiring both strategic planning and hands-on execution.
  • Open to travel - 35-45%

For positions in this location, we offer a base pay of $126,800 - $221,900, 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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