Director, Industry Marketing - Telecommunications

ServiceNow•Kirkland, WA

3d•$192,400 - $336,700•Hybrid

About The Position

The Director of Industry Marketing for Telecommunications will own the narrative that makes ServiceNow irreplaceable to telco buyers. This role requires deep industry knowledge and the ability to translate it into compelling messaging for CTOs or VPs of Operations. A key aspect of this role is building an AI-first marketing motion, integrating AI agents, automated content workflows, and intelligent buyer signals into daily operations.

Requirements

12+ years of experience in B2B marketing, including 3–5+ years focused on the telecommunications industry or a similar vertical-specific marketing role.
Deep familiarity with the telecommunications industry—either from inside a telco, a key vendor in the ecosystem, or years of focused industry marketing coverage.
Proven track record building industry or vertical marketing programs that influence pipeline.
A sharp instinct for buyer psychology: what keeps a telco executive up at night, what gets budget approved, and what makes a message land versus get ignored.
Experience translating complex platform capabilities into crisp, compelling narratives that resonate with business buyers.
Demonstrated experience fundamentally changing work processes using AI for industry research, messaging stress-testing, content generation, and large-scale personalization.
Understanding of how to use AI as a strategic advantage, including prompting for insight, QA-ing AI-generated content, and building repeatable AI-assisted content systems.
Strong cross-functional collaboration skills; comfortable influencing without authority across product, sales, and demand generation teams.

Responsibilities

Own the industry narrative and define ServiceNow's point of view for Telecom, crafting narratives that connect platform and portfolio capabilities to the real problems telco buying groups are solving.
Use AI to accelerate industry research, synthesize competitive signals, and stress-test messaging.
Build buyer-specific messaging tailored to distinct buyer personas (CIO, COO, Chief Network Officer, VP of Customer Operations) that moves from problem identification to solution positioning.
Leverage AI to generate, pressure-test, and rapidly iterate persona-specific content.
Set the AI-first standard across the team, modeling AI tool usage as a core part of the marketing workflow and coaching colleagues on building repeatable, AI-assisted content systems.
Drive pipeline by partnering closely with product marketing, Industry Go-to-Market, and field marketing to ensure industry narratives translate into pipeline-generating plays.
Run an AI-embedded content engine, building thought leadership, executive briefs, event programming, and digital assets where AI is embedded in research, drafting, personalization, and distribution.
Stay ahead of the industry by tracking BSS/OSS players, hyperscaler partnerships, industry ecosystem dynamics, and the competitive landscape, using AI-powered tools for monitoring signals.
Represent ServiceNow externally at industry events, analyst briefings, and customer forums as a credible voice on telco transformation and AI-powered marketing.