Sr. Manager, Brand Strategy

We are seeking a curious and analytical Brand Strategist to join the beating heart of the ServiceNow movement and help us take our brand to new heights. The ideal candidate is a data-savvy strategist who can distill a range of complex data sets, turning them into actionable insights, strategy and direction that move our brand forward.

We are looking for a brand strategist who thrives in understanding and connecting the dots across a wide range of sources – from brand health data to social listening, campaign performance, industry reports, quantitative and qualitative audience research, desk research – and everywhere in between. A brand strategist who enjoys nothing more than moving from data-led understanding to clear and simple stories that illuminate how our brand is doing, that can be shared at an executive level. This role will work in partnership with a small team of strategists, who are part of the larger Brand Strategy & Creative team at ServiceNow. 

Responsibilities

• Brand Measurement and Reporting: Act as the primary driver for our brand measurement program, in partnership with our analytics team and external research partner (Morning Consult). Leverage a range of sources (industry data, brand health data, etc.) to make the ongoing case for brand – the academic case for “why brand” as well as demonstrating the efficacy of the work we’re doing with our brand efforts and investment.
  • Regularly monitor and analyze key brand metrics, with a primary focus on unaided and aided awareness and consideration, across global markets, using various analytics tools including Morning Consult, Nielsen and Sprinklr.
  • Oversee production of quarterly strategic reports on brand performance. As part of this, conduct competitive analysis to ground tracker data in broader understanding of what is happening amongst our competitor set, build recommendations based on the findings and summarize all of this succinctly and clearly, for executive understanding.
  • Drive strategy for how we evolve and update our tracker questionnaire, in line with business strategy changes or new measurement opportunities.
  • Integrate owned data with broader industry data and methodologies around brand health (e.g. Interbrand Brand Valuation, Kantar BrandZ) and creative testing methodologies (e.g. System1)
     
• Outside-in perspective / voice of the customer: Collaborate on and lead initiatives to better integrate the voice of the customer into our brand strategy foundations and day-to-day work.
  • Help build out key customer personas and integrate deeper understanding of them into our briefing and creative processes – in partnership with the Product Solutions Marketing and innovative synthetic research partners
  • Leverage access to customers and community members to integrate a dynamic understanding of their perceptions and needs into the work that we do (e.g. focus groups, customer interviews, survey methodologies)
  • Proactively identify new opportunities to integrate deeper customer understanding into the broader marketing organization to inform more impactful and relevant marketing.

• Brand Evangelist. Help to educate the wider team and company on the importance of brand and what makes for an iconic brand. What does a great brand look like, why it has huge impact in driving business results, and how every person, every interaction, every email, every handshake is part of creating our brand. 
   
• Strategy & Brief development. Partner with stakeholders and agencies to craft strategies for various programs, tying back to our larger brand strategy – helping ensure a cohesive and consistent brand presence that drives our organization forward. Craft insight-rich briefs that will inspire creative teams (internally and externally) to develop impactful and breakthrough work that delivers on the strategy.
   
• Positioning & Messaging Partner with broader team to devise clear brand, campaign and product positioning statements and messaging frameworks that help us build clarity and consistency over time. Leverage available customer insights, and knowledge of competitor + tech landscape to inform language development that is simple, clear and differentiating.

To be successful in this role you have:

• 10-12 years of experience in brand strategy, including time spent working for/at a company in the B2B Technology space.
• Familiarity or experience with digital enterprise platforms and challenger brand strategies is desirable.
• Strong communication and collaboration skills to effectively work with cross-functional teams.
• Demonstrated ability to simplify – boiling vast amounts of information down to simple, insightful nuggets that teams can action and build great creative and communications around.
• Curious mindset and desire to probe the why and the story behind the data
• Experience working with creative groups (either in-house or at agencies) and an ability to craft insight-rich strategies and briefs that will inform great creative work.
• Ability to navigate constant change in a fast-moving and fast-growing organization.
• Bachelor’s degree in marketing, communications, business or a related field is preferred.

For positions in this location, we offer a base pay of $129,000 - $225,600, 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.

ServiceNow is an Equal Employment 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.

At ServiceNow, we lead with flexibility and trust in our distributed world of work. Click here to learn about our work personas: flexible, remote and required-in-office.

If you require a reasonable accommodation to complete any part of the application process, or are limited in the ability or unable to access or use this online application process and need an alternative method for applying, you may contact us at [email protected] for assistance.

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

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