Staff Analyst, Marketing Analytics & Audience Insights

Company Description

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.

Job Description

About the role

Marketing at ServiceNow runs on two things: knowing whether our programs are working, and knowing who to target next. This role owns both. You are the analytical engine behind how leadership measures performance and how marketers build and activate their audiences, from the logic that defines a segment to the pipeline numbers in a VP review.


This is a senior individual contributor role at the intersection of B2B marketing strategy and rigorous data work. You set the direction, do the work, and raise the bar across the team without managing people. You sit at the center of a wide stakeholder group (marketers, sales, RevOps, product marketing, and data engineering), and your job is to keep the data they rely on trustworthy, well-defined, and actually used. Success looks like a marketing org that trusts the numbers and acts on them with confidence.


Key responsibilities

• Own program performance measurement. Build and run recurring reviews tracking coverage, engagement, and pipeline contribution by solution and geo, from raw data through to the 'so what' for VP and SVP audiences.

• Drive buying group analytics. Measure coverage, engagement, and progression across solutions. Track role composition to surface gaps and expansion opportunities, and translate findings into account targeting and One Teams strategy.

• Own audience segmentation end to end. Translate targeting requirements and campaign objectives into the account and contact dataset that powers dashboards and campaigns. Set and defend the logic for how audiences get built, prioritized, and refreshed, and surface the insights that shape go-to-market decisions.

• Bridge marketing intent and data reality. Understand what a campaign is trying to accomplish, then build the segments and measurement that serve that goal, not just what's easy to query.

• Present to senior leadership. Compress complex analyses into clear narratives for VP and SVP stakeholders. You're in the room to drive a decision, not just deliver a deck.

• Partner closely with data engineering. Translate ambiguous stakeholder questions into clear specs for pipelines, refresh cycles, and dashboards, and hold the standard for what 'done' looks like.

• Steward the data responsibly. Maintain a clean, well-defined, and compliant audience dataset. Work within privacy guardrails, enforce no-PII activation standards, and keep the dataset trustworthy as accounts and ownership evolve.

• Be the source of truth for marketing data. Own and defend the definitions, write the documentation, and enable stakeholders so the dataset is used correctly, not misread or misapplied.

Qualifications

Minimum qualifications

• B2B marketing background (non-negotiable). You've worked in or alongside marketing and understand how demand gen, campaigns, and targeting actually work. You know what a marketer needs from data, not just how to query it.

• Senior IC operator. Roughly 10+ years in marketing analytics, marketing operations, or audience/GTM insights. You scope and run work independently without a manager directing it.

• Strong analytical skills. Fluent in SQL and the modern marketing data stack. You build and maintain segmentation logic, not just report off someone else's.

• Stakeholder range. You can talk strategy with a VP and table-level detail with a data engineer in the same hour, and translate cleanly in both directions.

• AI fluency. Experience integrating AI into work, decision-making, or problem-solving, whether through AI-powered tools, workflow automation, AI-driven insights, or thinking critically about AI's impact on the function.

Preferred qualifications

• Familiarity with account-based marketing, buying group methodology, and TAL-based campaign planning.

• Experience working with LLM tools, particularly Claude Code, to accelerate analysis, reporting, and prototyping.

• Hands-on with a BI tool (Tableau or Power BI), a cloud warehouse (Snowflake), and the CRM / martech stack (Salesforce, marketing automation).

• Python for analysis and automation.

For positions in this location, we offer a base pay of $114,200 - $199,800, 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.

Additional Information

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, creed, religion, sex, sexual orientation, national origin or nationality, ancestry, age, disability, gender identity or expression, marital status, 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 View email address on click.appcast.io 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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