ServiceNow

Senior Director, Lifecycle & Customer Excellence Marketing

ServiceNow • $220K — $396K *
Santa Clara, CA 95051In-Person
Consumer Technology
8 - 10 years of experience
Today
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Job Overview by Ladders

Qualifications

  • 10+ years in lifecycle, customer success, retention, or expansion marketing; 3+ years in a director or senior leadership role.
  • Proven ability to lead teams and develop scalable lifecycle marketing systems.
  • Strategic expertise in designing customer journeys leveraging behavioral analytics and predictive intelligence.
  • Deep fluency in AI-assisted marketing, real-time personalization, and automation technologies.
  • Experience in Product-Led Growth, including PQL strategy and product usage data integration.
  • Proven capacity to define and own customer-centric KPIs and accountability.
  • Strong content strategy expertise, particularly in developing effective customer-facing content across various channels.

Responsibilities

  • Own and strategize the end-to-end lifecycle marketing process focusing on activation, engagement, retention, and growth KPIs.
  • Build and lead a high-performing marketing team of managers, strategists, and specialists.
  • Collaborate with the VP of Customer Excellence to create a lifecycle marketing roadmap aligned with corporate goals.
  • Establish cross-department alignment to facilitate seamless customer engagement throughout the revenue cycle.
  • Design and implement strategies for product-led growth, utilizing AI for personalization and dynamic customer interactions.
  • Create a robust content strategy for lifecycle marketing to enhance customer engagement across channels.
  • Develop governance frameworks for effective real-time segmentation and experimentation.

Benefits

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

Lead the strategic vision and execution of lifecycle marketing across our customer journey. You will architect an AI-driven, real-time customer engagement model that transforms how customers experience our brand from onboarding through expansion and retention. This role owns the business outcomes of customer activation, engagement, LTV growth, and expansion revenue.

Key Responsibilities:
  • Own end-to-end lifecycle marketing strategy and accountability for customer activation, engagement, retention, and growth KPIs.
  • Build and lead a high-performing team (reporting structure established separately) including managers, strategists, and lifecycle specialists.
  • Partner with VP of Customer Excellence to define lifecycle marketing roadmap and annual goals aligned to corporate objectives.
  • Partner across marketing, functions (demand generation, product marketing, brand), customer success and product to ensure end-to-end alignment and continuous customer engagement throughout the revenue cycle. Own accountability for orchestrating lifecycle programs that connect awareness and conversion strategies to adoption, growth, and retention.
  • Design and execute product led growth strategy for lifecycle marketing, including product qualified lead orchestration, AI driven personalization and agentic workflows that operate at scale, enabling dynamic response to product behavior signals.
  • Establish cross-marketing alignment frameworks and rhythm to ensure lifecycle programs connect seamlessly with demand gen, product marketing, and brand initiatives.
  • Own content strategy for lifecycle marketing: establish frameworks for developing, modularizing, and activating content across multiple mediums and channels. Partner with subject matter experts (SMEs), product, and technical teams to develop authoritative, customer-centric content that drives adoption and engagement.
  • Partner with product marketing and customer success strategy to align lifecycle programs with positioning, messaging frameworks, and competitive differentiation; ensure lifecycle journeys activate and reinforce approved positioning narratives.
  • Partner with product, IT and operations to operationalize telemetry into AI assisted lifecycle marketing actions that drive activation, adoption, expansion and customer success assist motions.
  • Lead the strategy for AI-powered in-product engagement and feature adoption programs (in-app messaging, nudges, guidance, onboarding flows), ensuring lifecycle marketing complements and amplifies product-led experiences. Partner with product teams to co-design adoption strategies, align on discoverability for new capabilities, and leverage agentic intelligence to personalize in-product guidance at scale.
  • Establish governance frameworks for real-time segmentation, personalization, and experimentation at scale.
  • Define and optimize lifecycle marketing KPIs: customer activation rates, engagement scores, LTV, expansion revenue, churn reduction, win back performance.
  • Lead transformation from campaign-based to event-driven, always-on customer engagement model powered by AI and real-time customer intelligence.
  • Lead mar tech strategy and vendor partnerships that enable omnichannel lifecycle activation.
  • Establish measurement and attribution frameworks that connect lifecycle activities to revenue outcomes.
  • Lead and influence cross-functional partnerships with Marketing, Customer Success, Sales, Product, and Operations to align on shared lifecycle objectives.


Qualifications

Required Qualifications & Experience:
  • 10+ years in lifecycle, customer success, retention, or expansion marketing, with 3+ years in a director or senior leadership role.
  • Proven track record of leading teams and building scalable lifecycle marketing systems.
  • Strategic expertise in customer journey design, behavioral analytics, and predictive intelligence.
  • Deep fluency in AI-assisted marketing, real-time personalization, and automation technologies.
  • Experience supporting or leading Product-Led Growth motions, including PQL strategy, product usage data integration, and sales-assist workflows. Familiarity with product telemetry platforms (Mixpanel, Amplitude, Segment) and in-product engagement strategies is a plus.
  • Experience defining and owning customer-centric KPIs and business accountability.
  • Demonstrated ability to influence cross-functional leaders and drive organizational transformation.
  • Strong understanding of customer data platforms, marketing automation, and analytics infrastructure.
  • Content strategy expertise: proven ability to develop, modularize, and activate content across multiple mediums and channels; experience partnering with SMEs and subject matter experts to create authoritative customer-facing content.

For positions in this location, we offer a base pay of $220,300 - $396,500, 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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