Director, Industry Marketing - Telecommunications

The Role:

Telecom is at an inflection point. Networks are getting smarter, customer expectations are outpacing legacy systems, and the pressure to monetize 5G while cutting operational costs has never been greater. This is where you come in.

As Director of Industry Marketing for Telecommunications, you'll own the narrative that makes ServiceNow irreplaceable to telco buyers. You know this industry—its pressures, its players, its language—and you know how to translate that knowledge into messaging that stops a CTO or VP of Operations mid-scroll and makes them say, "this is exactly what I need."

But here's what makes this role different: you're not just a storyteller. You're building an AI-first marketing motion—one where AI agents, automated content workflows, and intelligent buyer signals are baked into how your team operates every day.

What You'll Do

• Own the industry narrative. Define ServiceNow's point of view for Telecom—crafting narratives that connect platform and portfolio capabilities to the real problems telco buying groups are solving right now: network operations transformation, BSS/OSS modernization, field service efficiency, and customer experience reinvention. Use AI to accelerate your industry research, synthesize competitive signals, and stress-test your messaging before it ever hits a sales deck.
• Build buyer-specific messaging. Architect messaging tailored to distinct buyer personas—CIO, COO, Chief Network Officer, VP of Customer Operations—that moves from "we have a problem" to "ServiceNow is the answer." Leverage AI to generate, pressure-test, and rapidly iterate persona-specific content so your team ships more, faster, without sacrificing quality.
• Set the AI-first standard across the team. Model what it looks like to use AI tools as a core part of the marketing workflow, not a nice-to-have. Coach your colleagues on how to build repeatable, AI-assisted content systems that scale your output and raise the quality bar across the board.
• Drive pipeline, not just awareness. Partner closely with product marketing, Industry Go-to-Market, and field marketing to ensure industry narratives translate into pipeline-generating plays.
• Run an AI-embedded content engine. Build thought leadership, executive briefs, event programming, and digital assets where AI is embedded in how content gets researched, drafted, personalized, and distributed. The expectation isn't just that you use AI—it's that your team can't imagine working without it.
• Stay ahead of the industry. Track BSS/OSS players, hyperscaler partnerships, industry ecosystem dynamics, and the competitive landscape so your messaging is always credible and current. Use AI-powered listening and synthesis tools to monitor signals at a pace that would be impossible manually.
• Represent ServiceNow externally. Show up at industry events, analyst briefings, and customer forums as a credible voice on telco transformation—and on what AI-powered marketing looks like in practice.

Why This Matters

Telcos are running some of the most complex operations on the planet—millions of customers, thousands of field technicians, aging infrastructure, and a mandate to transform while the lights stay on. The right narrative doesn't just win deals. It shifts how an entire industry thinks about what's possible. That's the opportunity in front of you.

To be successful in this role you have:

• 12+ years of experience in B2B marketing, including 3–5+ years focused on the telecommunications industry or a similar vertical-specific marketing role.
• Deep familiarity with the telecommunications industry—either from inside a telco, a key vendor in the ecosystem, or years of focused industry marketing coverage. You know what a telecom transformation really means, and you can talk to a network ops leader without a glossary.
• Proven track record building industry or vertical marketing programs that influence pipeline—not just brand impressions.
• A sharp instinct for buyer psychology: what keeps a telco executive up at night, what gets budget approved, and what makes a message land versus get ignored.
• Experience translating complex platform capabilities into crisp, compelling narratives that resonate with business buyers (not just technical audiences).
• You've fundamentally changed how you work in the last 12 months—and AI is why. You're not experimenting with AI on the side; it's how you research industries, stress-test messaging, generate first drafts, personalize at scale, and move faster than a team twice your size. You can speak specifically to how AI has reshaped your workflow, and you're actively raising the bar for the people around you.
• You see AI as a strategic advantage, not a productivity shortcut. You understand how to prompt for insight, how to QA AI-generated content with a sharp editorial eye, and how to build repeatable AI-assisted content systems that your whole team can use.
• Strong cross-functional collaboration skills; you're comfortable influencing without authority across product, sales, and demand generation teams.

JV19

For positions in this location, we offer a base pay of $192,400 - $336,700, plus equity (when applicable), variable/incentive compensation and benefits. Sales positions generally offer a competitive On Target Earnings (OTE) incentive compensation structure. Please note that the base pay shown is a guideline, and individual total compensation will vary based on factors such as qualifications, skill level, competencies, and work location. We also offer health plans, including flexible spending accounts, a 401(k) Plan with company match, ESPP, matching donations, a flexible time away plan and family leave programs. Compensation is based on the geographic location in which the role is located and is subject to change based on work location.

Work Personas

We approach our distributed world of work with flexibility and trust. Work personas (flexible, remote, or required in office) are categories that are assigned to ServiceNow employees depending on the nature of their work and their assigned work location. Learn more here. To determine eligibility for a work persona, ServiceNow may confirm the distance between your primary residence and the closest ServiceNow office using a third-party service.

Equal Opportunity Employer

ServiceNow is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, age, disability, gender identity,  veteran status, or any other category protected by law. In addition, all qualified applicants with arrest or conviction records will be considered for employment in accordance with legal requirements.

Accommodations

Export Control Regulations

For positions requiring access to controlled technology subject to export control regulations, including the U.S. Export Administration Regulations (EAR), ServiceNow may be required to obtain export control approval from government authorities for certain individuals. All employment is contingent upon ServiceNow obtaining any export license or other approval that may be required by relevant export control authorities.

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