Senior Manager, Web Experience

Job Description We are seeking an experienced Senior Manager to lead our Web Experience team in defining and executing content strategy and web page optimization for ServiceNow.com. This role will oversee a team of Web Experience Managers who own the planning, creation, optimization, and performance of high-impact web page experiences. The ideal candidate brings deep expertise in digital marketing, web content strategy, conversion optimization, and customer journey design, with a proven track record of leading teams that deliver measurable marketing outcomes through data-driven web experiences. Responsibilities Content Strategy & Web Experience Leadership Define the overall content strategy and web page experience approach for ServiceNow.com, ensuring alignment with marketing campaigns, product positioning, brand messaging, and customer journey objectives. Establish best practices for web content planning, audience targeting, page optimization, conversion tactics, personalization strategies, and A/B testing methodologies. Work with Product Management teams who own the underlying CMS and design system platforms, providing business requirements for capabilities needed to support content goals. Drive innovation in how ServiceNow.com engages audiences through content, messaging, layout, personalization, and interactive experiences. Performance Optimization & Measurement Establish frameworks for measuring web page performance including engagement metrics, conversion rates, content effectiveness, and campaign impact. Guide the team in designing and executing testing strategies (A/B tests, multivariate tests, personalization experiments) to continuously improve performance. Review analytics and test results with the team to identify optimization opportunities and scale successful approaches across the site. Champion a culture of experimentation, data-driven decision making, and continuous improvement. Team Leadership & Development Lead, mentor, and develop a team of Web Experience Managers with diverse areas of ownership. Provide expert coaching on digital marketing best practices, web content strategy, testing methodologies, conversion optimization, audience segmentation, and customer journey mapping. Conduct performance management, career development planning, and capability building for all team members. Build team expertise in emerging areas such as AI-driven personalization, dynamic content, and advanced audience targeting. Execution & Operational Excellence Oversee the planning, prioritization, and delivery of web page initiatives, ensuring they support marketing campaigns, product launches, and business objectives. Establish operational workflows and governance processes that enable efficient partnership between Web Experience Managers and cross-functional stakeholders. Review and approve major web page launches, content strategies, testing plans, and personalization approaches to ensure quality, brand consistency, and marketing effectiveness. Serve as the primary escalation point for web experience decisions, content trade-offs, and stakeholder alignment. Stakeholder Partnership & Communication Build strong relationships with senior leaders across Product Management, Product Marketing, Integrated Marketing, Field Marketing, Brand, and Corporate Communications. Communicate web content strategy, campaign performance, optimization insights, and recommendations to marketing leadership. Represent the web experience function in marketing planning discussions, campaign kickoffs, and go-to-market reviews. Advocate for customer needs and web best practices while balancing marketing objectives, brand requirements, and technical constraints. Qualifications You Have: 10+ years of experience in digital marketing, web content strategy, or web experience management, with at least 3+ years in a people leadership role. Proven track record of defining and executing web content strategies that drive measurable marketing outcomes (lead generation, conversion, engagement, brand awareness). Deep expertise in web optimization and conversion rate optimization (CRO), including A/B testing, multivariate testing, personalization, and user testing methodologies. Strong understanding of content strategy, messaging hierarchy, customer journey mapping, and how web content supports marketing funnels. Experience leading high-performing marketing or digital experience teams with demonstrated ability to mentor professionals at various experience levels. Exceptional stakeholder management skills with ability to influence marketing leaders and align cross-functional teams. Analytical mindset with strong ability to interpret web analytics, translate data into insights, and make recommendations that improve marketing performance. Excellent communication skills, capable of articulating content strategies and optimization recommendations to marketing leaders and creative partners. Technology and Domain Expertise: Extensive experience using web content management systems for planning, creating, and publishing web content—Adobe Experience Manager (AEM Sites) strongly preferred. Expert-level knowledge of web analytics platforms (Adobe Analytics preferred) and testing/optimization platforms (Adobe Target preferred). Understanding of marketing automation platforms (e.g., Marketo), SEO best practices, web accessibility standards (WCAG), and personalization strategies. Awareness of AI-driven content capabilities and emerging marketing technologies. Preferred Experience: B2B enterprise or SaaS marketing experience strongly preferred. Experience managing web content for global, multi-regional marketing campaigns. Background supporting product launches, major marketing campaigns, and executive-level announcements through web channels. For positions in this location, we offer a base pay of $139,900 - $244,800, 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. From Fortune. ©2025 Fortune Media IP Limited. All rights reserved. Used under license. #J-18808-Ljbffr