Senior Manager, Lifecycle Marketing

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

Overview

Execute lifecycle marketing programs and manage a team of lifecycle marketing specialists and coordinators. You will drive the day-to-day execution of customer journeys, campaigns, and engagement initiatives. This role bridges strategy and execution, translating lifecycle objectives into high-performing campaigns and owned programs.

Key Responsibilities

• Manage a team of lifecycle marketing professionals; provide coaching, feedback, and development guidance

• Own execution of assigned lifecycle programs (e.g., onboarding journeys, engagement campaigns, churn prevention, expansion initiatives)

• Build and maintain adaptive customer journeys using marketing automation and orchestration tools

• Partner with data and analytics teams to understand audience segments, behavioral triggers, and performance metrics

• Develop campaign briefs, manage timelines, and coordinate with creative, content, and design teams

• Execute real-time segmentation and personalization strategies; ensure audience accuracy and messaging relevance

• Design in-product engagement and feature adoption programs (in-app messaging, nudges, guidance, onboarding flows), ensuring lifecycle marketing complements and amplifies productled experiences.

• Monitor campaign performance daily; identify optimization opportunities and implement improvements

• Lead A/B testing and experimentation to improve engagement, conversion, and retention metrics

• Collaborate with Product and Customer Success teams on product adoption campaigns and retention strategies

• Provide weekly performance updates and insights to leadership; flag risks and escalate issues

Qualifications

Required Qualifications & Experience

• 5-7 years in lifecycle, email, retention, or engagement marketing, with 1-2 years in a people management role

• Demonstrated ability to manage multiple campaigns simultaneously and meet deadlines

• Hands-on proficiency with marketing automation platforms, CDP tools, and analytics dashboards

• Experience building and optimizing customer journeys and behavioral triggers

• Strong project management skills and attention to detail

• Ability to mentor junior marketers and model strong execution standards

• Understanding of customer psychology, behavioral analytics, and engagement best practices

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.

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 [View email address on click.appcast.io](mailto: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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