ServiceNow

Senior Manager, Email Lifecycle Strategy

ServiceNow • $155K — $272K *
Santa Clara, CA 95051In-Person
Business Services
8 - 10 years of experience
Today
Be an Early Applicant
Job Overview by Ladders

Qualifications

  • 8+ years in B2B email or lifecycle marketing experience
  • Expertise in segmentation strategy and campaign architecture
  • Fluency in Marketo Engage, with preferred experience in Adobe Journey Optimizer B2B or Salesforce Marketing Cloud
  • Proven ability to operationalize buying group frameworks into email strategies
  • Strong skills in designing multi-stage lifecycle programs
  • Experience with AI tools for email personalization and automation
  • Knowledge of email compliance standards such as CAN-SPAM and GDPR

Responsibilities

  • Design and implement email lifecycle strategies tailored to buying group dynamics
  • Translate ServiceNow's go-to-market model into effective email targeting and content strategies
  • Develop frameworks for lifecycle programs supporting various customer journey stages
  • Establish segmentation standards and email cadence for approval
  • Collaborate with marketing teams to integrate email into larger campaign strategies
  • Advocate for email channel needs in planning discussions, providing insights on segmentation and timing
  • Conduct rigorous testing programs and analyze results for continuous improvement
  • Monitor and report on lifecycle program performance, providing actionable insights
  • Explore and implement AI-driven optimizations for email strategies
  • Identify and address potential operational risks proactively

Benefits

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

The Senior Manager of Email Lifecycle Strategy leads email channel strategy for buying group engagement across ServiceNow's integrated marketing motion. This role translates the shift from lead-centric to buying group-based opportunity qualification into scalable, high-impact email programs that span the customer journey.

This is a people manager role with influence across segmentation architecture, persona-level messaging, cadence design, and lifecycle program strategy. Partners across Integrated, Field, Media, Digital, and Analytics teams to bring strategy to life.

Responsibilities
  • Design email lifecycle strategies mapped to buying group structures, addressing each stakeholder role (Champions, Economic Buyers, Influencers) with sequenced messaging across the revenue waterfall.
  • Translate ServiceNow's buying group GTM model into email segmentation logic, audience targeting, and content sequencing aligned to opportunity stages.
  • Develop lifecycle program frameworks that support awareness, consideration, acquisition, pipeline progression, and post-sale adoption, with clear handoff logic between stages.
  • Design segmentation standards, cadence thresholds, and suppression logic for review and approval by the Director.
  • Act as email strategy partner to Global Integrated Campaigns, Field Marketing, and regional Integrated Marketing teams, embedding email in campaign architecture from brief through execution.
  • Represent email channel interests in planning forums, contributing segmentation input, cadence recommendations, and capacity constraints to integrated campaign planning.
  • Design and run A/B and multivariate testing programs with clear hypotheses and stakeholder-ready readouts.
  • Monitor program performance at the lifecycle stage level, surfacing insights through QBR reporting and recommending data-backed adjustments.
  • Identify and pilot AI-driven opportunities across content personalization, send-time optimization, predictive segmentation, and automated program logic.
  • Proactively surface capacity constraints, sequencing conflicts, and governance risks before they become escalations.


Qualifications

To be successful in this role you have:

8+ years in B2B email or lifecycle marketing, with deep experience in segmentation strategy, campaign architecture, and integrated program design.

Hard Skills
  • Email Platform Fluency: Marketo Engage required. Adobe Journey Optimizer B2B, Salesforce Marketing Cloud, or Oracle Eloqua experience a plus.
  • Buying Group Strategy: Forrester B2B Revenue Waterfall or equivalent demand framework fluency, with experience operationalizing into email strategy.
  • Lifecycle Program Design: Multi-stage strategies across awareness, consideration, acquisition, progression, and post-sale adoption.
  • Segmentation and Personalization: Persona-level messaging strategy for multi-stakeholder B2B buying motions.
  • AI and Automation Fluency: Practical evaluation and deployment of AI tools across personalization, send-time optimization, and predictive segmentation.
  • Measurement Fluency: QBR-level reporting that translates performance data into strategic recommendations.
  • Compliance Fluency: CAN-SPAM, CASL, GDPR, CCPA/CPRA.

Soft Skills (Leadership Competencies)
  • Stakeholder Influence: Communicates email strategy, performance, and tradeoffs clearly to non-email audiences. Translates channel complexity into business outcome language.
  • Strategic Translation: Converts GTM intent into segmentation, sequencing, and content logic.
  • Systems Thinking: Sees how email decisions ripple across channel conflicts, sender reputation, and buying group engagement.
  • Automation Mindset: Proactively identifies manual work worth automating or AI-enabling.
  • Cross-Functional Orchestration: Operates as an embedded strategist across campaign, field, and demand teams.

Preferred
  • Experience operationalizing buying group or demand unit frameworks into email programs.
  • Fluency with Adobe Experience Platform and Real-Time CDP.
  • Global, matrixed experience across AMS, EMEA, and APAC.
  • Experience shifting an email team's reputation from execution-only to strategy-first.
  • Track record leveraging AI tools to improve email personalization, throughput, or decision quality.


For positions in this location, we offer a base pay of $155,400 - $272,000, 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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