Director, Industry Marketing - Insurance

ServiceNow•Chicago, IL

3d•Hybrid

About The Position

ServiceNow is seeking a Director of Industry Marketing to lead the positioning and go-to-market strategy for the Insurance industry. This role is crucial as AI adoption accelerates and companies in the insurance sector modernize operations to meet intensifying competitive, security, and regulatory demands. The Director will define ServiceNow's narrative in transforming the insurance industry, mapping AI-driven changes to specific solutions. This position operates at the forefront of product marketing, building messaging frameworks, shaping industry solution narratives, and equipping a cross-functional Industry POD with the necessary positioning and assets to secure strategic accounts.

Requirements

12+ years of B2B marketing experience.
At least 5 years of experience focused on the Insurance industry at an enterprise software or technology company.
Deep command of the insurance industry: buyer personas, C-suite priorities, AI buying cycles, competitive dynamics, and the business outcomes that drive platform investment decisions.
Proven track record building message houses and solution narratives that connect platform capabilities to industry-specific outcomes, create pipeline, and accelerate deals.
Proficiency in using AI tools daily for research, drafting, and competitive intelligence.
Strong executive presence and written communication skills.
Outcome-oriented with accountability for awareness numbers, pipeline contribution, and BOM coverage.
Comfortable building messaging and solutions where none currently exist.
Experience driving results through first-party and third-party industry event programs.

Responsibilities

Own and publish the industry message house for the full ServiceNow platform in the language of the insurance industry, including positioning for all prioritized solution areas, with quarterly updates.
Lead go-to-market strategy for the insurance industry within the cross-functional Industry POD, translating buyer dynamics, competitive pressure, and AI adoption trends into executable plans.
Own the Marketing Bill of Materials (BOM) for all prioritized industry solutions: corporate narratives, pitch decks, hero demos, battlecards, customer stories, and Sales Success Center pages.
Direct ServiceNow's presence at first-party events (e.g., Knowledge, Industry Expo) and own the content and engagement strategy for key third-party industry events.
Partner with Demand Gen and Field Marketing to drive measurable pipeline from industry events and campaigns, with targets, ROI tracking, and outcome reporting tied to team OKRs.
Translate platform and AI innovation, including Now Assist, AI agents, and industry-specific solutions, into outcome-based narratives grounded in the customer's value chain and business results.
Drive field adoption through enablement programs and seller certifications.
Utilize AI tools as the primary workflow across research, drafting, content iteration, and competitive intelligence, setting the standard for AI-native work practices.
Travel up to 20%.