Director, Customer Excellence Product Marketing

ServiceNow•Santa Clara, CA

6d•Remote

About The Position

This role serves as the dedicated Product Marketing leader for the Customer Excellence portfolio, which includes Impact, Expert Services, and the broader customer value realization story. The position requires a blend of strategy, storytelling, and systems thinking to translate complex business challenges into compelling market narratives. The individual will be responsible for positioning, messaging, seller enablement strategy, market intelligence, and go-to-market frameworks, while also establishing the operating model for scaling the function. This is a builder role that involves partnering across Product, Customer Excellence, Services, Sales, and Marketing to create a unified narrative, establish scalable ways of working, and build feedback loops. The role will also explore how to scale this capability through AI, automation, operating model innovation, partnerships, and future investment decisions. Success hinges on building new capabilities, influencing senior leaders without direct authority, and creating repeatable systems that scale impact.

Requirements

10+ years of experience in Product Marketing, Solution Marketing, Product Strategy, Go-to-Market, or related enterprise technology roles.
Proven experience developing positioning, messaging, and go-to-market strategies for complex enterprise offerings.
Experience influencing senior executives and leading strategic initiatives in highly matrixed organizations.
Experience partnering across Product, Sales, Services, Customer Success, and Marketing organizations.
Experience building or establishing new capabilities, operating models, or programs from the ground up.
Strong understanding of customer adoption, value realization, customer success, professional services, or recurring revenue business models preferred.
Strategic Product Marketing: Develops compelling narratives, differentiated positioning, competitive strategies, and scalable go-to-market frameworks.
Operational Framework Design: Creates structures that bring clarity to complexity, designing operating models, governance frameworks, and repeatable processes that scale.
Systems Thinking: Looks beyond individual deliverables to create sustainable capabilities, operating mechanisms, and long-term organizational leverage.
Executive Communication: Creates executive-ready materials and communicates complex concepts with clarity, precision, and influence.
Matrix Organization Leadership: Thrives in environments requiring close collaboration across Product, Sales, Services, Marketing, and Customer Excellence teams at all levels.
Stakeholder Management Excellence: Builds trust quickly, drives alignment, resolves ambiguity, and successfully influences without direct authority.
Builder Mentality: Energized by creating new capabilities, establishing operating models, and bringing clarity to ambiguous business challenges.
AI-Native Mindset: Actively explores AI-enabled workflows, automation opportunities, and innovative approaches that improve productivity and organizational scale.
Self-Sufficient & High Agency: Requires minimal direction, proactively identifies opportunities, develops solutions, and drives outcomes.
Entrepreneurial Operator: Balances strategic thinking with execution excellence and enjoys building systems that create durable impact.
Customer Obsessed: Maintains deep curiosity about customer outcomes, adoption challenges, and value realization opportunities.
Relentless Follow-Through: Maintains momentum through complexity, drives initiatives to completion, and consistently delivers business outcomes.

Nice To Haves

Strong understanding of customer adoption, value realization, customer success, professional services, or recurring revenue business models.

Responsibilities

Lead the market narrative and positioning strategy for the Customer Excellence portfolio, including Impact, Expert Services, and emerging Customer Excellence offerings.
Develop differentiated value propositions, messaging frameworks, and competitive positioning strategies.
Build and maintain the market narrative explaining the value and integration of Impact and Expert Services.
Create compelling customer value realization stories that connect product adoption to measurable business outcomes.
Ensure consistent representation of Customer Excellence offerings across ServiceNow's platform, solution, and industry narratives.
Serve as the strategic advisor for Customer Excellence messaging and positioning decisions.
Define seller readiness and enablement strategies to improve awareness, adoption, and utilization.
Develop messaging frameworks, sales narratives, talk tracks, battlecards, and objection handling strategies.
Partner with Sales, Enablement, and Customer Excellence leadership to improve field effectiveness.
Support the Services transformation toward recurring revenue models through effective positioning and go-to-market strategies.
Establish measurement approaches to assess seller readiness, content utilization, and messaging adoption.
Create a scalable market intelligence capability that continuously informs strategy and prioritization.
Establish a structured Voice of Customer, Voice of Field, and Voice of Services feedback model.
Synthesize customer feedback, seller insights, competitive intelligence, adoption trends, and market signals.
Conduct win/loss analysis and identify messaging gaps, competitive threats, and growth opportunities.
Create repeatable feedback loops that connect market insights to Product, Services, Customer Excellence, and Marketing stakeholders.
Translate market signals into actionable recommendations that influence strategy and investment decisions.
Establish the operational foundation for how Customer Excellence Product Marketing works and scales.
Design and evolve the Customer Excellence Product Marketing operating model.
Establish repeatable engagement frameworks across Product, Customer Excellence, Services, Sales, Enablement, and Marketing.
Define operating rhythms, governance structures, stakeholder engagement models, and decision-making frameworks.
Create scalable frameworks, templates, and best practices that increase consistency and reduce dependency on manual effort.
Build systems and workflows that enable scale through AI, automation, and leverage rather than headcount alone.
Evaluate future organizational needs and recommend investments, operating model enhancements, or resource requirements.
Operate as the connective tissue across Product, Customer Excellence, Services, Sales, and Marketing organizations.
Influence VP- and senior leader-level stakeholders without direct authority.
Drive alignment around Customer Excellence priorities, positioning, and strategic initiatives.
Establish clear ownership boundaries and engagement models across a complex stakeholder environment.
Represent Customer Excellence priorities within Product & Solutions Marketing planning and execution processes.