Federal Field Marketing Manager

ServiceNow•Vienna, VA

About The Position

The Federal Field Marketing Manager, focused on federal civilian agencies, brings ServiceNow’s go-to-market strategy to life by shaping account and pursuit priorities and delivering programs that support federal pipeline. The role works closely with sales, partners, and the wider field marketing organization to translate agency buying dynamics and pursuit priorities into account marketing programs that engage federal buyers and produce measurable pipeline outcomes. The position combines strategic account planning with hands-on campaign and event execution. It includes developing programs tailored to named civilian accounts, adapting messaging to agency missions and procurement dynamics, supporting sales and partner pursuits, and using engagement and pipeline analytics to assess and improve performance. The manager also maintains disciplined marketing-system and CRM processes for tracking account engagement and federal pipeline. The role is suited to someone experienced in marketing to or selling into U.S. federal civilian agencies, comfortable with a fast-paced and highly matrixed environment, and open to travel 35–45%.

Requirements

5–8+ years of experience, including direct experience marketing to or selling into U.S. federal civilian agencies.
Proven experience planning and executing account-based marketing campaigns and events that drive measurable pipeline outcomes.
Working understanding of federal buying dynamics, including budget cycles, procurement vehicles, and the roles of systems integrators and resellers.
Strong project management skills and ability to manage multiple account programs simultaneously.
Sufficient platform understanding to prioritize capabilities for agency missions, including familiarity with AI and agentic use cases.
Excellent communication and stakeholder-management skills, including preparation of executive briefs and talking points.
Experience with marketing automation and CRM platforms, plus command of Excel and BI tools for pipeline and program reporting.
Comfort working in a fast-paced, highly matrixed environment that requires strategic planning and hands-on execution.
Open to travel 35–45%.

Nice To Haves

Existing relationships or credibility in the federal civilian ecosystem, such as agency contacts, GSI/partner relationships, or GovCon marketing community experience.

Responsibilities

Partner with sales and marketing leaders to execute integrated account marketing programs aligned to federal civilian pursuit priorities.
Own delivery of the federal civilian marketing plan, ensuring campaigns and account programs are executed consistently, effectively, and on schedule.
Develop and activate account-based marketing, partner marketing, event, and executive-engagement programs tailored to named civilian accounts.
Localize corporate and federal messaging for civilian agency buyers, procurement dynamics, and mission priorities.
Collaborate with sales teams and GSI/reseller partners to maximize pursuit impact and support pipeline generation.
Plan and deliver federal-specific events, executive briefings, industry days, and conference presences, including AFCEA and ACT-IAC.
Use pipeline and engagement analytics to monitor program performance, identify pursuit opportunities, and optimize results.
Maintain operational excellence across marketing systems and CRM platforms used to track federal pipeline and account engagement.
Advise sales and account teams on pursuit priorities using data, agency insight, and platform understanding.