Senior Director, Lifecycle & Customer Excellence Marketing

ServiceNow•New York, NY

9d•$184,100 - $322,200•Hybrid

About The Position

Lead the strategic vision and execution of lifecycle marketing across our customer journey. You will architect an AI-driven, real-time customer engagement model that transforms how customers experience our brand from onboarding through expansion and retention. This role owns the business outcomes of customer activation, engagement, LTV growth, and expansion revenue.

Requirements

10+ years in lifecycle, customer success, retention, or expansion marketing, with 3+ years in a director or senior leadership role.
Proven track record of leading teams and building scalable lifecycle marketing systems.
Strategic expertise in customer journey design, behavioral analytics, and predictive intelligence.
Deep fluency in AI-assisted marketing, real-time personalization, and automation technologies.
Experience supporting or leading Product-Led Growth motions, including PQL strategy, product usage data integration, and sales-assist workflows.
Experience defining and owning customer-centric KPIs and business accountability.
Demonstrated ability to influence cross-functional leaders and drive organizational transformation.
Strong understanding of customer data platforms, marketing automation, and analytics infrastructure.
Content strategy expertise: proven ability to develop, modularize, and activate content across multiple mediums and channels; experience partnering with SMEs and subject matter experts to create authoritative customer-facing content.

Nice To Haves

Familiarity with product telemetry platforms (Mixpanel, Amplitude, Segment) and in-product engagement strategies is a plus.

Responsibilities

Own end-to-end lifecycle marketing strategy and accountability for customer activation, engagement, retention, and growth KPIs.
Build and lead a high-performing team (reporting structure established separately) including managers, strategists, and lifecycle specialists.
Partner with VP of Customer Excellence to define lifecycle marketing roadmap and annual goals aligned to corporate objectives.
Partner across marketing, functions (demand generation, product marketing, brand), customer success and product to ensure end-to-end alignment and continuous customer engagement throughout the revenue cycle. Own accountability for orchestrating lifecycle programs that connect awareness and conversion strategies to adoption, growth, and retention.
Design and execute product led growth strategy for lifecycle marketing, including product qualified lead orchestration, AI driven personalization and agentic workflows that operate at scale, enabling dynamic response to product behavior signals.
Establish cross-marketing alignment frameworks and rhythm to ensure lifecycle programs connect seamlessly with demand gen, product marketing, and brand initiatives.
Own content strategy for lifecycle marketing: establish frameworks for developing, modularizing, and activating content across multiple mediums and channels. Partner with subject matter experts (SMEs), product, and technical teams to develop authoritative, customer-centric content that drives adoption and engagement.
Partner with product marketing and customer success strategy to align lifecycle programs with positioning, messaging frameworks, and competitive differentiation; ensure lifecycle journeys activate and reinforce approved positioning narratives.
Partner with product, IT and operations to operationalize telemetry into AI assisted lifecycle marketing actions that drive activation, adoption, expansion and customer success assist motions.
Lead the strategy for AI-powered in-product engagement and feature adoption programs (in-app messaging, nudges, guidance, onboarding flows), ensuring lifecycle marketing complements and amplifies product-led experiences. Partner with product teams to co-design adoption strategies, align on discoverability for new capabilities, and leverage agentic intelligence to personalize in-product guidance at scale.
Establish governance frameworks for real-time segmentation, personalization, and experimentation at scale.
Define and optimize lifecycle marketing KPIs: customer activation rates, engagement scores, LTV, expansion revenue, churn reduction, win back performance.
Lead transformation from campaign-based to event-driven, always-on customer engagement model powered by AI and real-time customer intelligence.
Lead mar tech strategy and vendor partnerships that enable omnichannel lifecycle activation.
Establish measurement and attribution frameworks that connect lifecycle activities to revenue outcomes.
Lead and influence cross-functional partnerships with Marketing, Customer Success, Sales, Product, and Operations to align on shared lifecycle objectives.