Senior Manager, Email Lifecycle Strategy

ServiceNow•Santa Clara, CA

3d•Hybrid

About The Position

The Senior Manager of Email Lifecycle Strategy leads email channel strategy for buying group engagement across ServiceNow's integrated marketing motion. This role translates the shift from lead-centric to buying group-based opportunity qualification into scalable, high-impact email programs that span the customer journey. This is a people manager role with influence across segmentation architecture, persona-level messaging, cadence design, and lifecycle program strategy. Partners across Integrated, Field, Media, Digital, and Analytics teams to bring strategy to life.

Requirements

8+ years in B2B email or lifecycle marketing , with deep experience in segmentation strategy, campaign architecture, and integrated program design.
Email Platform Fluency: Marketo Engage required.
Buying Group Strategy: Forrester B2B Revenue Waterfall or equivalent demand framework fluency, with experience operationalizing into email strategy.
Lifecycle Program Design: Multi-stage strategies across awareness, consideration, acquisition, progression, and post-sale adoption.
Segmentation and Personalization: Persona-level messaging strategy for multi-stakeholder B2B buying motions.
AI and Automation Fluency: Practical evaluation and deployment of AI tools across personalization, send-time optimization, and predictive segmentation.
Measurement Fluency: QBR-level reporting that translates performance data into strategic recommendations.
Compliance Fluency: CAN-SPAM, CASL, GDPR, CCPA/CPRA.
Stakeholder Influence: Communicates email strategy, performance, and tradeoffs clearly to non-email audiences. Translates channel complexity into business outcome language.
Strategic Translation: Converts GTM intent into segmentation, sequencing, and content logic.
Systems Thinking: Sees how email decisions ripple across channel conflicts, sender reputation, and buying group engagement.
Automation Mindset: Proactively identifies manual work worth automating or AI-enabling.
Cross-Functional Orchestration: Operates as an embedded strategist across campaign, field, and demand teams.

Nice To Haves

Adobe Journey Optimizer B2B, Salesforce Marketing Cloud, or Oracle Eloqua experience a plus.
Experience operationalizing buying group or demand unit frameworks into email programs.
Fluency with Adobe Experience Platform and Real-Time CDP.
Global, matrixed experience across AMS, EMEA, and APAC.
Experience shifting an email team's reputation from execution-only to strategy-first.
Track record leveraging AI tools to improve email personalization, throughput, or decision quality.

Responsibilities

Design email lifecycle strategies mapped to buying group structures, addressing each stakeholder role (Champions, Economic Buyers, Influencers) with sequenced messaging across the revenue waterfall.
Translate ServiceNow's buying group GTM model into email segmentation logic, audience targeting, and content sequencing aligned to opportunity stages.
Develop lifecycle program frameworks that support awareness, consideration, acquisition, pipeline progression, and post-sale adoption, with clear handoff logic between stages.
Design segmentation standards, cadence thresholds, and suppression logic for review and approval by the Director.
Act as email strategy partner to Global Integrated Campaigns, Field Marketing, and regional Integrated Marketing teams, embedding email in campaign architecture from brief through execution.
Represent email channel interests in planning forums, contributing segmentation input, cadence recommendations, and capacity constraints to integrated campaign planning.
Design and run A/B and multivariate testing programs with clear hypotheses and stakeholder-ready readouts.
Monitor program performance at the lifecycle stage level, surfacing insights through QBR reporting and recommending data-backed adjustments.
Identify and pilot AI-driven opportunities across content personalization, send-time optimization, predictive segmentation, and automated program logic.
Proactively surface capacity constraints, sequencing conflicts, and governance risks before they become escalations.