Product Marketing Director

ServiceNow•San Diego, CA

7h•Hybrid

About The Position

ServiceNow is building a product led demand motion for the first time. This role owns it end-to-end. The mandate is a new product launch and a new go-to-market motion. This person owns the go-to-market for a new product launch: the community alpha programs that seed demand before broad release, the activation strategy that converts individual builders into enterprise deals, and the motion layer of the ServiceNow developer site — how developers find it, what they experience when they get there, how quickly they reach a first meaningful product experience, and how that journey connects to enterprise pipeline. Think of it this way: a companion role owns what the developer site says and who it speaks to. This role owns what happens from the moment someone walks in. This role requires someone who has built this kind of motion before at a comparable company — someone who understands how to launch a new product into a developer community, design go-to-market programs that earn trust before asking for a transaction, and connect individual product engagement to enterprise revenue. Developer marketing experience is strongly preferred. This is a senior individual contributor role with no people management responsibilities, reporting to the Vice President of Community, Developer Ecosystem and App Engine.

Requirements

Experience in leveraging or critically thinking about how to integrate AI into work processes, decision-making, or problem-solving. This may include using AI-powered tools, automating workflows, analyzing AI-driven insights, or exploring AI's potential impact on the function or industry.
7 or more years of product marketing or growth marketing experience, with at least 3 years owning a product led demand go-to-market motion for a new product at an enterprise software company
Demonstrated experience taking a new product from early access through adoption and into enterprise conversion: you must have operated this motion directly, not advised on it
Developer marketing experience strongly preferred: candidates who have marketed to technical audiences will ramp faster and have significantly more impact in this role
Experience owning the acquisition and activation motion for a developer-facing site or technical destination: you understand what makes a developer portal an effective entry point, not just a content library
Experience leading community-driven early access programs, including cohort design, practitioner engagement, and pricing and positioning validation before broad release
Experience partnering with product management to define and execute the go-to-market strategy for a developer-facing activation funnel
Deep understanding of the product led demand model: how individual developer adoption scales to team and enterprise purchasing
Experience defining behavioral signals, working with product and revenue operations to instrument them, and building the handoff motion to sales
Strong cross-functional operating experience across product, marketing, sales, and customer success
Exceptional written and verbal communication across positioning documents, product narratives, and executive communications
This is a senior individual contributor role with no direct reports
Bachelor’s degree required; Master of Business Administration or equivalent experience preferred
10-15% travel

Responsibilities

Own the go-to-market strategy and execution for a new product launch: lead the motion from community alpha through broad release, including the early access programs that validate product-market fit, build practitioner trust, and seed demand before launch
Own the motion layer of the ServiceNow developer site: define the acquisition and activation strategy that determines how developers find the site, what they experience on arrival, how quickly they reach a first meaningful product experience, and how that journey connects to enterprise pipeline — in partnership with the product and engineering team that owns the underlying infrastructure
Define the activation and onboarding content strategy that reduces time to first value: own the messaging and content that moves builders from initial discovery to a meaningful product experience as quickly as possible
Build the signal framework that connects individual product engagement to enterprise go-to-market: define the behavioral triggers that indicate high intent, instrument them with product and revenue operations, and architect the handoff to customer-facing teams
Own pricing and packaging go-to-market strategy for new product experiences in partnership with product management: develop the approach that earns builder trust and creates a natural path from individual use to enterprise adoption
Lead community and early access program strategy: design and run the programs that put new products in front of the right practitioners early, gather the feedback that shapes go-to-market decisions, and build the community relationships that accelerate adoption at launch
Develop and own the measurement framework for the product led demand motion: define the key results from developer awareness through activation to enterprise expansion, and communicate progress to senior stakeholders
Lead go-to-market readiness for product led demand launches: coordinate messaging, content, and execution across product, marketing, sales, and customer success
Stay current on how product led demand motions are evolving across enterprise software: bring an informed external perspective that continuously raises the bar