Senior Manager, CRM Audience Planning

ServiceNow•San Francisco, CA

14h•Remote

About The Position

The Senior Manager, Audience Planning is the audience subject matter expert for global CRM buying group. This role bridges global strategy and regional execution by defining who is the buying group audience and why they buy, then translating those insights into precise, actionable plans that drive campaigns across markets. As the primary audience partner to campaign and integrated marketing leaders, this role establishes the strategic foundation that informs all downstream marketing activity. They work closely with Activation & Experience teams (media, email, experience, discovery) to ensure audience strategies are accurately executed in campaigns, while coordinating with regional audience planning partners to adapt plans for local markets.

Requirements

ABM strategy and orchestration expertise
Channel mix selection and customer journey design
Audience research and synthesis capabilities
Data triangulation and strategic analysis
GTM strategy and planning experience
Deep understanding of marketplace dynamics and competitive positioning
Regional GTM and localization expertise
Proficiency with MarTech and data platforms (Workfront, Power BI, GWI, Claude AI)
You build strong partnerships across functions and influence without authority
You apply analytical rigor to solve complex problems
You translate data into compelling stories that drive action
You thrive in ambiguous situations and can work independently
You excel at cross-cultural collaboration and adapt your approach to different markets
7-10+ years in B2B marketing, audience planning, product marketing, or strategic planning
3+ years managing global-to-regional marketing strategy
Proven ability to translate corporate strategy into actionable field marketing programs
Deep understanding of B2B buying behaviors and buyer group dynamics
Experience with both quantitative and qualitative research methodologies
Bachelor's degree required; MBA or advanced degree in marketing, business, or related field preferred

Nice To Haves

CRM Domain Knowledge: Expertise in customer relationship management, customer service operations, case management, field service, and customer experience transformation. Understanding of CRM buyer personas including Chief Customer Officers, Customer Service VPs, and Contact Center Directors.

Responsibilities

Buying Group Intelligence: Signals, intent data, and engagement metrics that power targeting and personalization
Research Aggregation & Testing: Synthesis of research to validate assumptions and refine audience understanding
Ideal Customer and Persona Profiles: Complete profiles with pain points, motivations, firmographics, technographics, behavioral patterns, and psychographic attributes
Holistic Channel Strategy by Buying Group: Integrated recommendations across paid, earned, and owned channels tailored to buyer preferences and behaviors
Addressable Audience Framework: Precise segment definitions with data logic for targeting, adapted for regional compliance
Connection Strategy Blueprint: Channel sequence, budget guidance, and journey orchestration mapped to buyer stages
Targeting & Segmentation Briefs: Actionable briefs with data requirements and business logic for segment creation
Input into Creative & Messaging Briefs: Specific insights on pain points and motivations to inform creative development
Competitive Landscape Analysis: How competitors target your buyer group, with messaging gaps and differentiation opportunities
Regional Performance Insights: Data-driven feedback that informs global strategy refinements
Own the Buyer Group Audience Strategy
Serve as the go-to expert for your buyer group within the Integrated Marketing planning process
Build and maintain addressable audience segments, augmenting them with proprietary data for precise targeting
Design end-to-end customer journeys and connection strategies that define channel mix, sequence, and messaging for each buying stage
Generate & Synthesize Insights
Triangulate insights from CRM, intent data, product usage, analytics, and qualitative research to understand persona pain points, motivations, media habits, and journey signals
Direct qualitative research to uncover local and regional nuances in buying behavior
Translate insights from the central Audience Insights team into actionable strategies for your buyer group
Enable Campaign Execution
Partner with Integrated Program Directors, Activation & Experience teams, and creative to ensure audience strategies translate into effective campaigns
Provide data requirements and segment logic to Data & Analytics teams for audience activation
Deliver persona insights that inform all messaging and creative development
Bridge Global & Regional
Coordinate with regional campaign partners to adapt strategies for local markets while maintaining global consistency
Ensure regional strategies reflect local market behaviors, media consumption patterns, cultural nuances, and compliance requirements
Feed regional performance data and localization insights back to inform global strategy
Build trust with regional sales and marketing leadership through clear communication and actionable insights