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.
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.
To be successful in this role you have:
8+ years in B2B email or lifecycle marketing , with deep experience in segmentation strategy, campaign architecture, and integrated program design.
Hard Skills
- Email Platform Fluency: Marketo Engage required. Adobe Journey Optimizer B2B, Salesforce Marketing Cloud, or Oracle Eloqua experience a plus.
- 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.
Soft Skills (Leadership Competencies)
- 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.
Preferred
- 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.
For positions in this location, we offer a base pay of $155,400 - $272,000 , 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.
It all started when engineer Fred Luddy wrote code that automated a tedious task for his coworker, Phyllis. She cried tears of joy. That moment inspired Fred to build a company that could do that for everyone—freeing people from busywork so they could focus on meaningful work. Today, ServiceNow is the AI control tower for business reinvention. Our ServiceNow AI platform brings together any AI, any data, and any workflow— helping 85% of the Fortune 500® work smarter, faster, and better. We're building an AI-native culture where technology and talent are unstoppable together. And we're just getting started.
Join us to put AI to work for people.
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
We strive to create an accessible and inclusive experience for all candidates. If you require a reasonable accommodation to complete any part of the application process, or are unable to use this online application and need an alternative method to apply, please contact [email protected] for assistance.
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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