Associate Director - Marketing

SHI International Corp.

3d•$170,000 - $180,000

About The Position

SHI, one of the world’s leading technology solutions providers and the largest MWBE in the U.S., is seeking a high impact Associate Director of Marketing to lead go to market strategy, demand generation, and pipeline growth for SHI’s ServiceNow practice and a portfolio of strategic software and cloud partnerships. This role owns the full marketing engine—positioning, messaging, demand creation, sales enablement, and partner growth—for SHI’s rapidly expanding ServiceNow services and solutions portfolio. The Associate Director will build integrated campaigns that accelerate net new logo acquisition, expand wallet share within SHI’s existing customer base, and strengthen SHI’s brand as a trusted ServiceNow Elite Partner and multi publisher solutions provider. The ideal candidate brings a proven track record of architecting high performing B2B demand generation programs, translating technical solutions into business value, and partnering deeply with sales, alliances, product, and executive leadership to deliver measurable revenue impact.

Requirements

Completed Bachelor's Degree in Marketing, Business Administration, or a related field, or relevant work experience required
8-10+ years of solutions, partner marketing or demand generation experience, preferably at high-growth B2B SaaS, hardware or IT services companies
3+ years of experience in a management position required
Proven success driving pipeline for enterprise IT services, especially ServiceNow, SaaS, or adjacent software ecosystems.
Strong understanding of enterprise IT audiences (IT leadership, ITAM, FinOps, operations, procurement, security).
Demonstrated ability to build GTM strategies that deliver measurable pipeline growth
Metrics‑driven focus with deep familiarity with marketing automation, CRM, and analytics tools.
Experience partnering with sales, alliances, product, and practice leaders in a matrixed environment.
Ability to travel to SHI, Partner, and Customer Events
Ability to travel 25%
Experience in utilizing current marketing channels and techniques to effectively reach and engage target audiences. - Expert
The skill to assess market trends, consumer behavior, and competitive dynamics to inform strategic marketing decisions. - Expert
The capability to design and implement marketing strategies that align with the overall business strategy, driving organizational success through effective branding and market positioning. - Expert
Ability to build and maintain relationships with key stakeholders, including clients, partners, and board members, which is essential for fostering collaboration and ensuring organizational alignment. - Expert
Experience in developing and executing strategies to generate interest and support the sales process. - Expert
Understanding of IT industry trends and dynamics, ensuring continuous learning and staying ahead of market shifts. - Expert

Nice To Haves

Outstanding organizational skills to define and balance multiple projects with tight deadlines effectively within a dynamic environment.
A natural collaborator with a willingness to drive hands-on tactical execution
Excellent written and verbal communication skills
A winning attitude that inspires optimism, fun, and the desire to always be learning!

Responsibilities

Go-to-Market Leadership: Build and own the marketing components of a comprehensive GTM strategy centered on SHI’s end‑to‑end ServiceNow solutions including advisory, deployment, maintenance, optimization, managed services, and licensing expertise.
Lead demand and lead generation strategies that drive pipeline creation and revenue attainment.
Translate business growth objectives into annual and quarterly marketing plans, including campaigns, thought leadership, and partner funded programs.
Partner with Alliances to maximize MDF, co-marketing programs, and joint value propositions with ServiceNow and other software and cloud providers.
Oversee multichannel campaign execution (digital, events, field marketing, content syndication, webinars, paid media, email nurture, social).
Positioning, Messaging & Content Leadership Build differentiated value propositions that clearly articulate SHI’s unique approach to ServiceNow as well as other software or cloud providers.
Develop storytelling frameworks, customer outcomes narratives, competitive positioning, and solution messaging.
Ensure consistent messaging across campaigns, sales enablement, digital platforms, and executive communications.
Market & Competitive Intelligence: Lead continuous market analysis across ServiceNow and adjacent publisher and cloud ecosystems—customer needs, buying behaviors, competitors, market trends.
Deliver actionable insights that inform portfolio strategy, campaign focus areas, and regional field execution.
Own win/loss analysis and publish quarterly insights into sales, solutions, and executive leadership.
Sales Enablement, Portfolio Launches and Adoption: Build, alongside the Sales Enablement team, and own the development of sales enablement assets including playbooks, demo narratives, case studies, objection handling guides, and battlecards.
Partner with Practice leadership, Product teams, and Alliances to ensure SHI’s ServiceNow offerings are fully market‑ready, including validated value propositions, proven customer outcomes, defined target personas, and clear buying triggers.
Ensure each solution has a portfolio lifecycle plan, including post‑launch adoption goals, customer expansion motions, and ongoing marketing programs that reinforce relevance and differentiation.
Publisher & Partner Marketing Lead co‑marketing strategy with ServiceNow and support additional strategic software publishers (e.g. Adobe) and cloud providers (e.g. AWS).
Drive joint field activities, partner‑funded campaigns, and integrated GTM motions that increase shared pipeline and influence.
Thought Leadership and Brand Elevation: Establish SHI as a thought leader in ServiceNow transformation by developing whitepapers, reports, customer stories, and executive‑level insights.
Partner with SHI’s Spend Optimization Services team to elevate SHI’s credibility across ITAM, FinOps, automation, and digital transformation domains.
Performance Measurement & Optimization: Define and track KPIs across demand generation, pipeline contribution, conversion rates, campaign performance, and sales enablement effectiveness.
Provide monthly and quarterly reporting to executive leadership, with insights, optimizations, and investment recommendations.
Behaviors and Competencies Leadership: Can lead strategic team initiatives, inspire others to take leadership roles, and foster a culture of shared responsibility and continuous improvement.
Strategic Thinking: Can analyze complex situations, drive organizational transformation, and adapt strategies to changing market conditions.
Business Acumen: Can provide strategic guidance and insights to drive overall business success.
Communication: Can lead and model exceptional communication at all levels of the organization, develop and implement communication strategies, and coach others to improve their communication skills.
Change Management: Can lead and model exceptional change management at all levels of the organization, can develop and implement change management strategies, and can coach others to improve their change management skills.
Collaboration: Can lead complex team projects, inspire others to collaborate effectively, and foster a culture of mutual respect and shared purpose.
Creativity: Can lead organizational transformation by fostering a culture of creativity, inspiring others, and driving breakthrough innovations.
Customer-Centric Mindset: Can lead strategic initiatives focused on improving the overall customer experience. Inspires and mentors others to adopt a customer-centric approach, fostering a culture of customer focus throughout the organization.
Data Analysis: Can lead data-driven initiatives, inspire others to adopt data analysis methods, and foster a culture of data literacy and informed decision-making.
Results Orientation: Can inspire a culture of results-orientation across the organization, setting high standards and holding everyone accountable for achieving results.
Strategic Implementation: Can lead the development and execution of comprehensive strategic plans, inspire and guide teams, and drive organizational change to achieve strategic objectives.