Job DescriptionThe RoleTelco product marketing is a craft unto itself. The product portfolio runs deep, the buyers are sophisticated, and the pace of innovation keeps you sharp. What this role demands is someone who can hold two things at once: a deep command of the product marketing craft and a genuine understanding of what's keeping a VP of Network Operations or a Chief Digital Officer up at night.
As Senior Manager of Product Marketing for Telecommunications, you'll be the connective tissue between our product teams and the market-translating what we build into narratives that land with telco buyers, equipping sales to win, and ensuring every release cycle produces content and messaging that actually moves pipeline.
And you'll do all of it with an AI-first mindset. Not as a side experiment-as the way you work. The expectation is that AI is woven into how you research, write, launch, and enable. You'll set the pace for what modern product marketing looks like inside ServiceNow.
What You'll Do- Own the product narrative for Telecom. Develop and maintain crisp, compelling messaging for ServiceNow's telecommunications product portfolio-connecting capabilities to the outcomes telco buyers care about most. That means going beyond feature lists to articulate why it matters, who it's for, and why ServiceNow is the only platform that can deliver it at scale.
- Drive release cycles from product to market. Partner with product management to stay ahead of the roadmap, translate new capabilities into market-ready messaging, and orchestrate launches that create real momentum-not just internal announcements. Use AI tools to accelerate content production across each release cycle so your team is never the bottleneck.
- Create the messaging that powers sales. Develop the positioning, proof points, competitive differentiators, and narrative frameworks that feed into sales assets across the field-giving teams a clear, consistent story to tell in every telco conversation. Use AI to keep that messaging sharp, current, and easy to activate as the product and competitive landscape evolve.
- Support active sales cycles with expert positioning. Be the product marketing partner the field can call on when a deal gets complicated. You'll bring sharp positioning, competitive clarity, and deep product knowledge to the moments that matter most.
- Translate the competitive landscape into clear differentiation. Monitor telco-specific competitors and adjacent players. Use AI-powered research tools to synthesize signals faster and maintain positioning that's always grounded in what's real in the market-not last quarter's intel.
Why This MattersServiceNow's telco portfolio is growing-and the opportunity to define how the industry thinks about workflow transformation, AI-powered operations, and customer experience reinvention is wide open. This role sits at the intersection of product depth and market credibility, and the person who fills it will shape how we show up to one of the world's most complex and fast-moving industries.
If you've been waiting for a role that lets you bring your full product marketing toolkit to an industry you know well-and do it in a way that looks nothing like how product marketing was done five years ago-this is it.
QualificationsTo be successful in this role you have:- 7+ years in B2B product marketing or industry marketing, with meaningful exposure to the telecommunications vertical.
- Proven experience in product marketing-you know the craft. Positioning frameworks, messaging hierarchies, launch planning, sales enablement, competitive analysis: these aren't new concepts to you. You've done the work and have the launches to show for it.
- Real familiarity with the telecommunications industry. You don't need to learn what BSS/OSS modernization means or why network operations teams are under pressure. You've been close enough to the industry-as a practitioner, vendor, or dedicated vertical marketer-to walk into a room with a telco buyer and be credible immediately.
- A track record of partnering with product and sales to drive pipeline-not just awareness. You measure success in deals influenced and sales cycles accelerated, not content pieces published.
- The ability to make complex products feel simple. You can take a technically rich platform capability and distill it into a message that resonates with a business buyer who has 15 minutes and a very specific problem to solve.
- AI is already central to how you work-and you can prove it. You've rebuilt your workflow around AI tools in the last 12 months. Research, drafting, competitive monitoring, asset creation, release content-AI is in all of it. You can speak specifically to what changed, what you stopped doing manually, and how it made your output better and faster.
- You think in systems, not one-off tasks. You don't just use AI for individual pieces of content-you build AI-assisted workflows that your whole team can run. Repeatable, scalable, and high-quality output is the standard you hold yourself and others to.
- Strong cross-functional instincts. You're effective influencing product managers, field sales leaders, and demand generation teams-without direct authority over any of them.
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For positions in this location, we offer a base pay of
$165,500 - $289,600, 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 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.
