Senior Manager, IT Audience Planning

ServiceNow • Chicago, IL

2d

About The Position

The Senior Manager, Audience Planning is the audience subject matter expert for the global IT 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. What You'll Deliver 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

Requirements

• Essential Skills
• 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)
• How You Work
• 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
• Experience & Background
• 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

• Bonus
• IT Domain Knowledge: Understanding of IT operations, infrastructure management, cloud transformation, DevOps practices, ITSM frameworks (ITIL), and the IT buyer journey.
• Familiarity with IT decision-maker personas including CIOs, IT Directors, and Infrastructure Managers.

Responsibilities

• 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

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level