Senior Manager, Event Marketing

ServiceNow•Santa Clara, CA

2d•$148,400 - $259,700•Hybrid

About The Position

World Forum is ServiceNow’s global field event series — nine cities, six continents, one integrated campaign engine. This role leads the marketing and runs the audience acquisition engine to bring the series to life. You’ll build the global campaign strategy for World Forum and partner with regional marketing teams to adapt and execute it locally. You’re the strategic center of gravity: setting the framework, the targets, and the narrative — then trusting the geos to run with it. This is a strategy role for someone who thinks globally, leads through influence, and brings genuine creative ambition to everything they build. You set the standard — for the work, the pace, and what good looks like. You embrace AI as a core part of how you operate, and you move fast without losing craft.

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.
8+ years in B2B campaign or event marketing, with meaningful global scope
Demonstrated ability to build campaign strategy from scratch — not just execute against someone else’s plan
Strong data fluency: you set targets, build models, and use performance data to make decisions
Experience working across regions and time zones with distributed stakeholders
Influence without authority is your operating mode — you’ve led through alignment, not headcount
AI fluency. You already use AI tools as part of how you work — for drafting, research, audience analysis, and campaign optimization — and you’re always looking for new ways to raise the bar with them.
Comfort picking up new tools quickly is a must.

Nice To Haves

Event marketing experience preferred
Enterprise software or tech industry a plus
Genuine creative instincts and high standards. You have taste. You know the difference between good enough and great — and you consistently push toward great, even when the timeline is tight.
Familiarity with our core stack — AEM, Marketo, PowerBI, and Claude — is a plus

Responsibilities

Build the annual World Forum campaign architecture — audience segmentation, channel mix, and content framework — designed to scale across regions.
Define the World Forum narrative. Customize messaging for buying groups and industry verticals — ensuring the right story reaches the right audience at every city.
Own the strategy for growing and diversifying World Forum audiences — identifying new segments, surfacing whitespace, and setting the approach for reaching net-new buyers across every city.
Define registration and pipeline targets by city and region. Build trendlines and pacing models. Track and communicate performance against goal throughout the cycle.
Work hand-in-hand with regional marketing leads to localize the global framework. Lead with strategy; let the geos execute.
Partner with the brand team to set and uphold the visual identity of World Forum globally, ensuring every campaign touchpoint reflects the series' quality and scale.
Coordinate across content, digital, field marketing, and PSM to ensure World Forum campaigns are integrated and sequenced correctly.
Partner across ServiceNow’s portfolio companies — including Armis, Veza, and Moveworks — to identify joint audience opportunities, co-market to new segments, and extend World Forum’s reach beyond the core ServiceNow base.