Summary of the Senior Content Strategist job at ServiceNow

Company Description

It all started in sunny San Diego, California in 2004 when a visionary engineer, Fred Luddy, saw the potential to transform how we work. Fast forward to today — ServiceNow stands as a global market leader, bringing innovative AI-enhanced technology to over 8,100 customers, including 85% of the Fortune 500®. Our intelligent cloud-based platform seamlessly connects people, systems, and processes to empower organizations to find smarter, faster, and better ways to work. But this is just the beginning of our journey. Join us as we pursue our purpose to make the world work better for everyone.

Job Description

We are looking for a Senior Content Strategist who will work across servicenow.com, email, paid media, and marketing channels to identify what drives audience engagement and pipeline velocity. You'll own the strategic lens on our content footprint: what exists, what maps to which buyer stages, what gaps we have, and what actually moves conversion. Your insights will feed hypothesis development for experimentation, inform prioritization with product marketing, and connect content performance to business outcomes. You'll leverage AI tools to accelerate analysis and strategy work, and develop messaging frameworks around ServiceNow's AI capabilities.

The ideal candidate combines expertise in content analysis, B2B buyer journey mapping, and marketing measurement to answer: "What content do we have? Where is it in the buyer journey? What's missing? What's actually moving people?" You excel at synthesizing cross-functional input, surfacing strategic insights from data, and communicating recommendations clearly to stakeholders. You are not a content executor, you are a strategist who feeds insights to writers, experimentation teams, and product marketers.

What you'll do in this role

• Audit servicenow.com and marketing content to understand what exists, what it says, and how it's currently organized.
• Map existing content to buyer personas and journey stages. Identify which content serves which audiences at which stages of evaluation.
• Identify content and messaging gaps across channels and audiences. Surface opportunities to improve engagement, conversion, and stage progression.
• Test content impact. Synthesize engagement data and conversion metrics to determine which content actually moves people through the buyer journey and why.
• Develop content strategies and messaging frameworks that inform what content should exist and how it should be positioned -- including strategy around ServiceNow's AI capabilities and Agentic products.
• Create flexible content models and persona-based journey maps that feed hypothesis development for experimentation and inform prioritization with product marketing.
• Build content governance frameworks and work with tagging/taxonomy partners to establish metadata standards that enable analysis and measurement across channels.
• Feed strategic insights to product marketing, integrated marketing, copywriters, designers, digital strategists, and experimentation teams. Translate "here's what's working, here's what's not" into actionable direction.
• Measure content performance and tie engagement metrics to marketing outcomes (conversion, pipeline influence, stage progression). Continuously refine strategy based on data.
• Collaborate with .com, analytics, and product strategy teams on information architecture and content prioritization aligned to business goals.
• Leverage AI tools to accelerate content audits, analysis, and strategy development.

Qualifications

Qualifications

• 7+ years in content strategy, product marketing, or digital marketing, preferably for enterprise B2B technology and AI
• Proven ability to audit and analyze large content portfolios, map content to buyer journeys, and identify strategic gaps
• Expertise in SEO, SEM, and AI optimization (AIO) as they relate to content strategy and discoverability
• Strong analytical and measurement mindset -- comfort connecting content performance to business outcomes (conversion, pipeline influence, stage progression)
• Understanding of AI capabilities, use cases, and how to position AI products/features to technical and business audiences
• Experience using AI tools to accelerate strategy work and analysis
• Strong understanding of B2B marketing strategy, buyer personas, and buyer journey mapping
• Proven ability to work cross-functionally with product marketing, demand generation, analytics, and experimentation teams
• Deep knowledge of content management systems and analytics platforms
• Excellent written and verbal communication skills; ability to synthesize insights and communicate strategy clearly to stakeholders
• Strong research and synthesis skills --- comfort pulling signal from multiple data sources
• Background in demand generation, digital marketing, or measurement a plus
• Familiarity with Adobe Experience Manager, marketing automation platforms, and analytics tools preferred
• Bachelor's degree 

For positions in this location, we offer a base pay of $126,800 - $221,900, 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.

Equal Opportunity Employer

ServiceNow is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, creed, religion, sex, sexual orientation, national origin or nationality, ancestry, age, disability, gender identity or expression, marital status, veteran status, or any other category protected by law. In addition, all qualified applicants with arrest or conviction records will be considered for employment in accordance with legal requirements. 

Accommodations

We strive to create an accessible and inclusive experience for all candidates. If you require a reasonable accommodation to complete any part of the application process, or are unable to use this online application and need an alternative method to apply, please contact globaltalentss@servicenow.com for assistance. 

Export Control Regulations

For positions requiring access to controlled technology subject to export control regulations, including the U.S. Export Administration Regulations (EAR), ServiceNow may be required to obtain export control approval from government authorities for certain individuals. All employment is contingent upon ServiceNow obtaining any export license or other approval that may be required by relevant export control authorities. 

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