Job DescriptionAbout the Role:You track culture before it surfaces in a brief. You have strong opinions about what makes content work on a platform, and you understand how audiences truly behave-how they form communities, participate in conversations, and move between discovery and action. You bring craft to strategy: your briefs sharpen the problem, your frameworks drive execution, and your thinking gives creative and community teams somewhere real to go.
ServiceNow's social presence is where we reach enterprise buyers across the platforms where they're actually present-Meta, LinkedIn, YouTube, TikTok, X, and emerging channels. We're building an always-on social program rooted in authentic storytelling, cultural relevance, and genuine community engagement-one that proves B2B tech can be creative, insightful, and genuinely interesting.
This role owns the strategic vision for ServiceNow's social and content program across all platforms and partners with creative teams, product marketing, editorial leadership, and community managers to bring that strategy to life with excellence and intention. You'll define what our brand sounds like and stands for in social spaces. You'll identify where to expand and evolve our content approach based on audience behaviors and insights. You'll tap into and activate our community to find moments that drive buzz and cultural relevance.
You'll report to the Director of Social Media with direct accountability for building brand awareness, credibility, and relevance across social channels.
What You'll Do:- Own Social Strategy Across Social Platforms: Define the strategic vision and positioning for ServiceNow across Meta, LinkedIn, YouTube, TikTok, X, and emerging channels. Develop a forward-looking roadmap aligned to our editorial calendar, product launches, thought leadership moments, and cultural opportunities. Identify opportunities to expand into new content pillars and evolve existing pillars based on audience behaviors, engagement patterns, and strategic insights. Establish clear audience targets and platform-specific strategies that reflect how to reach enterprise buyers organically across each channel.
- Build Content Architecture: Develop integrated content strategies and always-on programming architectures that translate ServiceNow's positioning into scalable, channel-native programs. Serve as steward of the brand across social, ensuring all content reflects our visual standards, tone, and perspective. Partner closely with creative teams to brief, concept, and execute channel-right content across photo, video, thought leadership, and community-generated content. Write creative briefs and social strategies that give creative teams a genuine problem to solve, framing the strategic challenge with precision, clear point of view, and useful constraints. Test content formats and creative approaches to optimize for engagement, reach, and audience connection.
- Cultivate & Activate Community: Tap into and activate ServiceNow's community of practitioners, builders, and decision-makers to uncover insights and identify moments of cultural relevance. Mine community conversations and user-generated content for signals that inform new strategic challenges and social moments. Develop community-first campaigns and activations that drive buzz, engagement, and strengthen brand perception. Build a community-first mindset into the always-on program that strengthens brand perception and creates space for authentic dialogue.
- Leverage Performance & Insights: Use performance data and audience insights to refine content strategy, optimize for emerging opportunities, and identify moments worth amplifying. Translate analytics and learning into strategic recommendations that inform content evolution and platform investment. Make the case for strategic pivots and new directions backed by evidence and cultural insight.
- Lead Cross-Functional Execution: Partner with product marketing to identify moments to integrate ServiceNow products and narratives into social storytelling. Collaborate with editorial and brand strategy teams to ensure social strategy aligns with broader brand positioning and messaging. Work with customer marketing and proof teams to bring customer success stories and proof points to life on social-identifying authentic moments and opportunities to amplify customer advocacy. Work with paid media and performance teams to identify amplification opportunities and ensure social content gets the media support it deserves. Build trusted relationships with stakeholders across creative, product, data, and marketing disciplines.
- Stay Ahead of the Curve: Monitor trends across business, tech, culture, and social media to inform proactive, culturally relevant activations. Track platform evolution, emerging features, and shifts in audience behavior across all channels. Build and maintain social listening programs and cultural trendspotting frameworks that inform strategic decisions. Be the person who flags when we need to try something new before everyone else does.
QualificationsWhat You Need:- 10+ years of demonstrated experience in social and content strategy, with a track record of building differentiated strategies (not just executing against an existing calendar) across brand channels, always-on programs, or editorial-led social presence.
- Deep platform fluency across LinkedIn, Meta, TikTok, YouTube, and emerging platforms. You understand algorithmic distribution, paid amplification mechanics, community dynamics, and how cultural moments surface and move across platforms. You know the difference between platform best practices and genuine cultural insight.
- Proven strategic leadership defining content architecture, positioning, and audience strategy for always-on brand channels. You've shaped how a brand shows up in social spaces with consistency, intention, and authenticity.
- Brief-writing and strategic communication craft. Your briefs create useful constraints, build a clear point of view, and give creative teams problems worth solving. You can distill complex brand challenges into actionable narratives and present strategic work with confidence.
- Data literacy and analytical rigor. You know how to define the right KPIs, interpret performance dashboards, and translate findings into strategic decisions. You're comfortable asking hard questions when you don't have the answers yet.
- Experience in B2B, tech, or complex categories where audience trust, credibility, and thought leadership matter. Bonus if you've worked in AI, enterprise software, or similar spaces.
- Strong cross-functional operator mindset. You build trust with stakeholders across disciplines-from creatives to product teams to executives-and lead through influence and the quality of your work, not just authority.
- Creative judgment and attention to detail. You have a strong point of view on what makes content work. You care deeply about consistency, craft, and quality. You understand that millions of eyes may see your work-it must be excellent.
- Entrepreneurial spirit. You're comfortable operating in ambiguity, parachuting into unfamiliar territory, rapidly developing context, and moving with confidence. You introduce and establish new ways of working.
For positions in this location, we offer a base pay of
$133,600 - $233,800, 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.
