Director, AMS Webinars & Virtual Experiences

ServiceNow•Santa Clara, CA

5h•Remote

About The Position

The Director, Global Webinars & Virtual Experiences is a senior marketing leader responsible for owning the Americas webinar strategy end-to-end—from vision and business alignment through hands-on execution and performance optimization. This role is uniquely designed for a hands-on strategic leader: a director-level leader who can set strategy, inspire and guide others, and personally execute and produce high-impact webinars as required. Webinars are a strategic lever within the AMS campaign framework and a critical driver of pipeline, revenue influence, and customer engagement across pipeline progression. This role partners closely with Campaigns, Field Marketing, Product Marketing, Sales, Marketing Operations, other internal stakeholders and external vendors to deliver scalable, pipeline-driven digital experiences aligned to business priorities. The Director serves as the webinar pipeline owner for AMS, ensuring programs are tightly aligned to campaign strategy, buyer needs, and measurable outcomes focused on pipeline maturation, acceleration, and conversion.

Requirements

Proven ability to operate successfully at a director level with strong business acumen, executive presence, and comfort owning strategy tied to pipeline and revenue.
Deep expertise in B2B webinar and digital event strategy, execution, and optimization.
Demonstrated experience as a hands-on strategic leader—able to both lead teams and personally execute complex programs.
Strong understanding of integrated campaign strategy and how webinars support GTM motions.
Exceptional pipeline and measurement orientation, including experience working backward from revenue goals to define program strategy.
Advanced project management skills with the ability to manage multiple workstreams, stakeholders, and timelines.
Strong analytical mindset with a passion for data-driven decision making; experience with dashboards and reporting tools such as Tableau or PowerBI preferred.
Experience partnering with cross-functional teams to drive lead conversion and enablement.
Comfort working with marketing automation, MarTech platforms, CRM, and webinar technologies (e.g., Dynamics, MSFT Office, ON24, Zoom, PathFactory, Outreach, BrightTALK, etc.).
Excellent written, verbal, and presentation skills with the ability to influence at all levels.
Self-starter with a growth mindset who thrives in a fast-paced, evolving environment.
12+ years of experience in B2B marketing, integrated campaigns, demand generation, or digital programs, with significant webinar leadership experience.
SaaS and enterprise selling motion experience strongly preferred.
Proven success developing and executing webinar strategies using frameworks from Forrester, ITSMA, or the like
Strong project management and organizational skills with a sharp attention to detail
Experience working with global teams and fostering cross-functional collaboration
Solid knowledge of digital promotion tactics (SEO, SEM, paid media) and tools
High energy, self-motivated team player with a proactive mindset and positive attitude
Bachelor’s degree in Business, Marketing, or related field required; MBA preferred.

Responsibilities

Own and evolve the AMS webinar and virtual events strategy aligned to the global campaign framework and regional pipeline goals.
Serve as the webinar “pipeline officer” for AMS—working backward from revenue targets to define audience, volume, conversion goals, and program mix.
Act as a senior strategic partner to campaign directors, demand leaders, solution marketing, and sales to ensure webinars are fully integrated into GTM motions.
Establish best practices, frameworks, and operating rhythms for webinars across the pipeline progression.
Lead executive and cross-functional interlock for planning cycles, QBRs, and performance reviews.
Personally lead and execute webinars and virtual events end-to-end when required, including topic development, speaker readiness, production oversight, audience acquisition, live execution, and post-event follow-up.
Set the bar for excellence in digital experience design, storytelling, and audience engagement.
Identify opportunities to innovate formats, platforms, and experiences to continuously elevate program impact.
Lead, coach, and develop a high-performing AMS webinar team (internal and/or contractor resources), setting clear priorities, standards, and accountability.
Drive strong cross-functional collaboration across campaigns, web, media, events, social, operations, etc.
Manage external vendors and webinar platforms to ensure high-quality execution and cost efficiency.
Own webinar performance measurement, reporting, and insights—tracking influence on pipeline, conversion rates, engagement, and ROI.
Partner closely with Marketing Operations to ensure accurate tracking, lead flow, routing, and reporting across systems.
Monitor and manage program budgets, vendor spend, and forecasting.
Use data, insights, and feedback to continuously optimize strategy, execution, and investment decisions