Senior Manager, Digital Content Strategy

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

At ServiceNow, we're reimagining how digital experiences help buyers discover, evaluate, and adopt our products in an AI-first world.

We're looking for a leader of Digital Content Strategy to define how content powers those experiences. This leader will shape the narrative systems, content architecture, editorial standards, and governance that connect our business strategy to customer experiences across ServiceNow.com and our broader digital ecosystem.

This role combines strategic content leadership with a strong editorial point of view. You'll help define what content should exist, where it belongs, how it should be structured, and how it evolves to support buying groups, personalization, AI-powered discovery, and measurable business outcomes. You'll also raise the quality bar for how ServiceNow communicates across its digital experiences—bringing clarity, consistency, and editorial judgment to everything we publish.

You'll partner with Experience Strategy, Experience Architecture, Product Marketing, Brand, UX, SEO, Analytics, and Engineering to transform our digital experiences from collections of pages into intelligent, connected systems that serve customers—and increasingly, AI agents.

What You'll Do

Define Our Digital Narrative Strategy

• Own the strategic framework for how ServiceNow tells its story across digital experiences.
• Translate business priorities, product strategy, and buying-group journeys into narrative frameworks, content models, and reusable experience patterns.
• Ensure every experience reinforces a coherent story while adapting to different audiences, buying stages, and channels.
• Develop content strategies that balance customer needs, business objectives, search behavior, and AI discoverability.

Build AI-Ready Content Systems

• Define structured content models that improve discoverability across traditional search, AI-powered search, conversational experiences, personalization engines, and emerging agentic interfaces.
• Develop approaches that make content modular, reusable, and optimized for both humans and machines.
• Help shape how ServiceNow's content strategy evolves as AI fundamentally changes how buyers discover, evaluate, and consume information.
• Partner with Engineering and Experience Architecture to ensure our content foundation is ready for the next generation of digital experiences.

Shape Digital Experiences

• Partner closely with Experience Strategy to define the content strategy behind our highest-value customer journeys.
• Work alongside Experience Architecture to ensure information architecture, navigation, metadata, taxonomy, and content structure reinforce customer goals.
• Collaborate with Product Marketing and Brand to translate messaging into effective digital experiences.
• Guide content strategy for flagship experiences including homepage, product pages, solution journeys, launches, campaigns, and emerging AI experiences.

Lead Editorial Strategy & Quality

• Serve as the editorial steward for ServiceNow's digital experiences, ensuring content is clear, consistent, useful, and aligned with our voice and customer needs.
• Establish editorial standards that balance Product Marketing objectives, customer understanding, SEO, AI discoverability, and digital experience quality.
• Review high-impact digital experiences and provide strategic editorial direction—not simply line edits—to improve clarity, narrative flow, and customer comprehension.
• Partner with copywriters, Product Marketing, Brand, Creative, and UX Writing to elevate the overall quality of ServiceNow's digital storytelling.
• Identify duplication, fragmentation, and unnecessary complexity across our digital ecosystem, helping simplify our content portfolio over time.
• Bring strong editorial judgment to what belongs on ServiceNow.com, ensuring every experience earns its place and advances the customer journey.

Lead Content Governance

• Establish scalable governance, standards, playbooks, and best practices that improve consistency while enabling teams to move faster.
• Define lifecycle strategies for creating, evolving, consolidating, and retiring content across a complex global website.
• Lead strategic content audits and identify opportunities to simplify, modernize, and improve our digital ecosystem.
• Develop reusable frameworks and guidance that empower distributed teams while maintaining a consistently high quality bar.

Drive Optimization

• Partner with SEO, Analytics, and Experimentation teams to understand how content performs.
• Use behavioral data, search insights, AI discovery trends, customer research, and market intelligence to identify opportunities and prioritize improvements.
• Translate performance insights into actionable recommendations that improve engagement, buying-group progression, discoverability, and conversion.
• Champion a culture of continuous experimentation and evidence-based content strategy.

Enable the Organization

• Build frameworks that empower marketers, product teams, and content creators to develop better digital experiences independently.
• Develop guidelines, training, office hours, and governance that improve quality without slowing delivery.
• Serve as ServiceNow's thought leader for digital content strategy, editorial excellence, and AI-ready content.
• Influence cross-functional teams through expertise, relationships, and clear strategic direction rather than formal authority.

What Success Looks Like

• ServiceNow communicates with greater clarity, consistency, and confidence across every digital experience.
• Buyers find the right information faster and progress more effectively through complex buying journeys.
• Content is structured for discoverability across search engines, AI assistants, conversational interfaces, and personalized experiences.
• Teams create higher-quality experiences through shared standards instead of reinventing approaches.
• The digital content portfolio becomes simpler, more intentional, and easier to maintain.
• Editorial quality improves across ServiceNow.com, with clearer storytelling, stronger customer focus, and fewer redundant or low-value experiences.
• Content investments are informed by customer behavior, experimentation, and measurable business outcomes.

Qualifications

To be successful in this role you have:

• 10+ years leading digital content strategy, experience strategy, enterprise content programs, or editorial strategy for large-scale digital properties.
• Deep experience developing content strategies for enterprise websites and digital experience platforms.
• Demonstrated success creating content governance, editorial standards, content models, taxonomy, information architecture, or digital publishing frameworks.
• Strong editorial instincts with proven ability to improve clarity, simplify complex topics, and elevate content quality across large organizations.
• Experience partnering across Product Marketing, Brand, UX, Design, SEO, Analytics, and Engineering.
• Expertise using SEO, behavioral analytics, customer research, and market insights to shape content strategy.
• Strong understanding of structured content, content management systems, and modern publishing platforms.
• Familiarity with personalization, experimentation, and optimization practices.
• Excellent communication and executive influence skills with experience driving alignment across cross-functional organizations.

Preferred Qualifications

• Experience building content strategies for AI-powered experiences, conversational interfaces, or emerging search paradigms.
• Experience with enterprise CMS platforms such as Adobe Experience Manager.
• Experience developing content models that support personalization and omnichannel delivery.
• Experience leading large-scale website transformations or content modernization initiatives.
• Background in enterprise B2B technology or SaaS.
• Experience using AI to accelerate content analysis, governance, and content strategy development.
• Experience defining digital standards, playbooks, and enablement programs for decentralized organizations.

For positions in this location, we offer a base pay of $148,400 - $259,700 , 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.

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, 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 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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Employee Type: RegularRegion: AMS - North America and CanadaWork Persona: Flexible or Remote