ServiceNow

Senior Lifecycle & Email Marketing Strategist

ServiceNow • $114K — $199K *
San Diego, CA 92154In-Person
Business Services
5 - 7 years of experience
Today
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Job Overview by Ladders

Qualifications

  • 6+ years in B2B email marketing or lifecycle marketing, especially using enterprise platforms.
  • Hands-on experience with Marketo Engage; familiarity with Adobe Journey Optimizer is a plus.
  • Expertise in designing multi-stage, complex lifecycle programs aligned with buying group frameworks.
  • Strong analytical skills to define KPIs and interpret performance data for stakeholder reporting.
  • Experience with AI-assisted copy tools and understanding of compliance regulations (e.g., CAN-SPAM, GDPR).
  • Proven capability in audience segmentation and cadence strategy development with a focus on minimizing channel conflict.

Responsibilities

  • Own lifecycle and email campaign architecture, ensuring alignment with Campaign Managers.
  • Manage email strategy for high-visibility programs, coordinating across multiple products and regions.
  • Define audience segmentation, collaborating with Audience Planners for optimal targeting.
  • Partner with Content Strategists to recommend email content that enhances the customer journey.
  • Establish volume and cadence plans for email campaigns, including governance aspects to prevent audience fatigue.
  • Build and deploy email programs end-to-end in Marketo Engage, employing complex automation strategies.
  • Conduct A/B testing and report insights during quarterly reviews, proactively resolving any issues that arise.

Benefits

  • Health plans including flexible spending accounts.
  • 401(k) Plan with company match.
  • Employee Stock Purchase Plan (ESPP) and matching donations.
  • Flexible time away plan and family leave programs.
  • Opportunities for equity and variable compensation based on performance.
Full Job Description
Job Description

The Senior Email and Lifecycle Marketing Strategist owns lifecycle email strategy and deployment for high-complexity or high-visibility programs, spanning a subset of existing Integrated Marketing buying group programs (IT, CRM, Employee Experience, Risk & Security).

Each program strategy covers audience segmentation, campaign architecture, content POV, volume and cadence plan, and KPIs by campaign type. The Senior Lifecycle & Email Marketing Strategist will set the point of view across these dimensions, partners with Integrated counterparts to align, and deploys in Marketo Engage or AJO.

Responsibilities
  • Own lifecycle and email campaign architecture across email nurtures, webinar promotion, event invitations, and product launches, driving alignment with Campaign Managers.
  • Manage lifecycle email strategy and deployment for high-complexity or high-visibility books (Flagship events, multi-product, or multi-region scope), mapped to buying group structures and the ABX motion.
  • Define audience segmentation for each program (buying group roles, account tier, lifecycle stage), driving alignment with Audience Planners.
  • Partner with Content Strategists to shape email content POV, providing recommendations on the email content journey.
  • Set the volume and cadence plan (quarterly volume, audience cuts, fatigue governance), driving alignment with Audience Planners and Campaign Managers.
  • Define KPIs and activities by campaign type, tied to program business outcomes and the ABX motion.
  • Build, configure, and deploy email programs end-to-end in Marketo Engage or comparable platform, including branching logic, dynamic content, and template architecture.
  • Refine the lifecycle copy framework for the assigned book and use AI-assisted tooling to scale persona-level content across Champions, Economic Buyers, and Influencers.
  • Operate the team's human-in-the-loop approval gates on agentic builds and contribute to refinement of governance standards within the assigned book.
  • Design A/B and multivariate testing programs, surface insights through QBR reporting, and proactively address sequencing conflicts and governance risks.


Qualifications

Qualifications

6+ years in B2B email marketing, lifecycle marketing, or marketing automation, with hands-on experience deploying programs in an enterprise marketing automation platform and a track record operationalizing lifecycle strategy.

Hard Skills
  • Email Platform Fluency: Hands-on experience deploying email programs in Marketo Engage required. Adobe Journey Optimizer B2B, Salesforce Marketing Cloud, or Oracle Eloqua acceptable. Depth in audience selection, triggered sends, dynamic content, branching logic, and template architecture.
  • Lifecycle Program Design: Multi-stage strategies across Awareness, Education, Acquisition, Progression, and Adoption (industry equivalents: awareness, consideration, conversion, pipeline progression, and retention), including Flagship event programs and multi-product motions.
  • Audience and Cadence Strategy: Designs audience segmentation and cadence architecture for high-complexity books. Sets volume targets, audience cuts, and fatigue rules that hold across overlapping programs without creating channel conflict.
  • Content POV and Copy: Shapes narrative arc and copy recommendations using the lifecycle copy framework. Fluency on persona-level messaging and content strategy.
  • Testing and Measurement: A/B and multivariate testing tied to business impact. Defines KPIs by campaign type and translates results into stakeholder-ready insights.
  • Analytical Fluency: Partners closely with Analytics and Digital partners to scope out KPI's and build an impactful performance report that tells how programs are driving growth from multiple angles of performance data.
  • AI and Automation Fluency: Practical use of the lifecycle copy framework, AI-assisted copy and personalization tooling, and human-in-the-loop approval gates on agentic builds. Brings judgment on where AI improves program quality and where it doesn't.
  • Compliance Fluency: CAN-SPAM, CASL, GDPR, CCPA/CPRA.

Soft Skills (Leadership Competencies)
  • Cross-Functional Influence: Operates as the email channel voice in Integrated planning forums for assigned programs. Brings recommendations and tradeoffs that shape program direction.
  • Strategic Definition: Defines program strategy within ambiguous or high-complexity scope, then translates it into executable plans.
  • Systems Thinking: Sees how email decisions ripple across cadence, sender reputation, and buying group engagement.
  • Operational Discipline: Holds multiple high-stakes programs on overlapping timelines, stepping in to unblock sequencing or governance issues before they escalate.
  • Automation Mindset: Identifies manual work worth automating, with judgment on where AI helps and where it does not.

Preferred
  • Track record applying ABM, ABX, or buying group frameworks to email strategy.
  • Fluency with Adobe Experience Platform and Real-Time CDP.
  • Familiarity with webinar and event platforms (ON24, RainFocus) and their integration into lifecycle programs.
  • Track record using AI tools to improve email throughput, personalization, or decision quality.


For positions in this location, we offer a base pay of $114200-$199900 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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