Digital Experience Lead

ServiceNow•New York, NY

1d•Remote

About The Position

ServiceNow's Digital Experience Strategy team operates at the intersection of product strategy and marketing—where you define what gets built and why. This is pure product strategy: vision, direction, and strategic thinking that shapes digital experiences for a global enterprise AI leader. As a Digital Experience Strategy Lead, you'll own the structural foundation and site vision that makes everything else work. ServiceNow's site has grown to hundreds of pages across 50+ products. You'll help define the new vision for the site, then rationalize the complexity—consolidating content, streamlining navigation, establishing IA and tagging standards that enable findability, engagement, and personalization. You'll also define gating strategy and partner with Digital Experience Strategists to create the personalization roadmap—determining how the site adapts based on buying group, industry, company size, and engagement level. What You Bring You're a strategist who thinks holistically about site vision, structure, and how tagging enables personalization at scale. You've cleaned up messy digital properties before—consolidating content, rationalizing navigation, establishing systems that actually work. You're deeply curious and research-driven—you lean into UX research to guide decisions, identify gaps, and design studies to fill them. You use data and insights rather than opinions to build consensus. You know how to say "no" to new page requests and advocate for working within the system. You have an eye for clarity and hold teams to standards. You're collaborative but push back when needed—especially when marketing wants to add "just one more page" or skip proper tagging. You're motivated by bringing order to chaos, building foundations that enable scale, and shaping site vision that transforms how the organization shows up digitally.

Requirements

6+ years in information architecture, content strategy, or digital experience strategy at B2B SaaS or enterprise tech companies
Proven experience rationalizing complex digital properties—consolidating content, improving navigation, and establishing scalable IA frameworks
Strong understanding of taxonomy, metadata, tagging systems, and content modeling that enables personalization and findability
Data-driven decision maker using analytics, user research, and behavioral insights to guide decisions
Experience partnering with marketing, content, and product teams on site strategy and content architecture
Ability to influence stakeholders and build alignment around IA principles and standards

Nice To Haves

UX or UX research background or experience designing and conducting user research studies
Experience with personalization platforms, CMS architecture, or marketing technology
Knowledge of gating strategies, form optimization, and lead capture best practices
Familiarity with enterprise CMS platforms (Adobe Experience Manager or equivalent)
Experience in marketing organizations or working closely with marketing team

Responsibilities

Shape Site Vision & Information Architecture:
Partner on defining the new vision for servicenow.com—what it should become as we simplify and modernize
Audit and consolidate site content—reduce page sprawl, eliminate duplicates, establish clear hierarchy and flow
Redesign navigation and key pages to improve discoverability and reduce friction based on research and behavioral data
Define taxonomy, metadata, and tagging standards that enable content to be dynamically surfaced by buying group, persona, and journey stage
Create IA principles and governance frameworks that prevent future bloat
Establish Tagging & Content Systems:
Design tagging strategy and metadata schemas critical for personalization—without proper tagging, personalization cannot work
Define content classification systems that enable dynamic experiences (buying group, persona, journey stage, industry tags)
Establish governance for content tagging and quality control
Partner with Digital Product Managers and martech teams to ensure tagging infrastructure supports personalization
Define Gating Strategy:
Establish gating principles: when to use forms, when to ungate content, how to balance lead capture with buyer experience
Define ungating approach for educational content and measure impact on engagement
Partner with Marketing Operations on form design and lead capture strategy
Enable Personalization:
Partner with Digital Experience Strategists to define how the site adapts based on buyer signals
Establish personalization rules and logic that enable dynamic content and navigation
Design personalization roadmap from foundational use cases to advanced buying group orchestration
Drive with Research & Data:
Lean into UX research on navigation, findability, content needs, and buyer behavior
Use analytics, search data, and behavioral insights to identify pain points and opportunities
Partner with Experimentation and Analytics to measure impact and establish measurement frameworks
Partner Cross-Functionally:
Collaborate with Product Marketing, buying group strategists, product launch strategist, UX Research, agency partners, and Digital Product Managers
Translate IA and personalization strategy into clear implementation requirements
Guide marketing teams on where content should live, how it's structured, and how to tag it properly
Build consensus around principles even when stakeholders want exceptions