Federal Field Marketing Manager

ServiceNow•Tysons, VA

4d•$126,800 - $221,900

About The Position

The Federal Field Marketing Manager, Federal Civilian, brings ServiceNow’s go-to-market strategy to life across civilian agencies. The role combines strategic account planning with hands-on program execution, translating agency-specific buying dynamics and pursuit priorities into marketing programs that connect with federal buyers and deliver measurable pipeline outcomes. The manager works closely with sales, partners, and the broader field marketing organization to deliver account-based marketing, partner marketing, events, and executive-engagement programs for named civilian accounts. The role also localizes corporate and federal messaging to reflect agency buyers, procurement dynamics, and mission priorities; supports pursuit impact and pipeline generation; and uses analytics and marketing systems to monitor and optimize performance. Travel is 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 preparing executive-level 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 and ensure 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.
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.