Job DescriptionRole OverviewServiceNow is seeking a strategic and experienced Principal Community Manager to drive the growth, health, and long-term sustainability of the ServiceNow Community ecosystem.
This role owns community engagement strategy, contributor growth, employee participation, gamification, community intelligence, and ecosystem development. The Principal Community Manager will partner across Product, Marketing, Customer Success, Developer Relations, ServiceNow University, and Community Programs to strengthen participation, develop future community leaders, and transform community insights into business value.
The ideal candidate combines community-building expertise with strong analytical, program management, and stakeholder influence skills.
Responsibilities:Community Growth & Contributor Development- Develop and execute strategies to increase community participation, engagement, and contributor growth.
- Build programs to recruit, activate, retain, and develop contributors across customers, partners, developers, and employees.
- Create scalable onboarding and engagement experiences that strengthen long-term participation.
- Establish success metrics covering contributor acquisition, activation, retention, engagement, and quality.
Community Health & Engagement- Define and manage community health metrics and success measures.
- Monitor engagement, sentiment, participation trends, and contributor behavior.
- Identify opportunities to improve community vitality, answer quality, and member retention.
- Deliver insights and recommendations to leadership based on community performance.
Employee & Expert Engagement- Develop programs that increase participation from employees, product teams, engineers, and subject matter experts.
- Partner with stakeholders across the business to improve response coverage and community engagement.
- Connect customer needs and community discussions with the appropriate internal experts.
Community Programs & Advocacy- Partner with Community Programs, Events, and Developer Relations teams to translate offline engagement into ongoing online participation.
- Create post-event engagement strategies that drive contributor growth and retention.
- Identify high-potential contributors and partner with recognition program owners to surface qualified candidates.
Gamification & Community Strategy- Own the strategy for community incentives, reputation systems, recognition mechanisms, and engagement programs.
- Evaluate the effectiveness of engagement programs and recommend improvements that encourage high-quality participation.
- Partner with platform teams to evolve community growth and engagement initiatives.
Vendor & Community Operations Management- Manage the relationship with external moderation partners.
- Establish service expectations, escalation paths, governance processes, and performance measures.
- Ensure moderation practices align with community standards and business objectives.
Community Intelligence- Analyze community trends, sentiment, participation patterns, and emerging topics.
- Translate community signals into actionable insights for Product, Marketing, and leadership teams.
- Serve as a strategic advocate for community-driven customer and market insights.
QualificationsTo be successful in this role you have:Qualifications:- 8+ years of experience in community management, customer advocacy, customer marketing, developer ecosystems, online communities, or related fields.
- Demonstrated success growing and scaling online communities and contributor ecosystems.
- Experience building engagement, advocacy, ambassador, expert, or contributor programs.
- Strong analytical and data-driven decision-making skills.
- Experience influencing cross-functional stakeholders and driving outcomes without direct authority.
- Excellent communication, presentation, and executive storytelling skills.
Preferred- Experience with enterprise community platforms such as Khoros, Bevy, Higher Logic, or similar technologies.
- Experience designing gamification, engagement, reputation, or loyalty programs.
- Experience partnering with Product, Engineering, Marketing, Customer Success, Learning, and Developer Relations organizations.
- Familiarity with community analytics, listening platforms, AI-powered engagement tools, and ecosystem measurement.
Success MeasuresSuccess in this role will be measured through improvements in:
- Community health and engagement
- Contributor acquisition, activation, retention, and diversity
- Employee and expert participation
- Answer quality and coverage
- Recognition pipeline development
- Community sentiment and trust
- Gamification effectiveness
- Community-derived business insights
- Overall ecosystem growth and sustainability
For positions in this location, we offer a base pay of
$148,900 - $232,701, 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.
FD21
Additional InformationWork PersonasWe 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.
