Brand Strategist

Brand Strategist

ServiceNow is seeking a Brand Strategist to support strategic brand development and positioning within the Brand Strategy team. This role will help shape how ServiceNow is positioned, understood, and differentiated in the market—developing the audience insights, frameworks and competitive positioning that inform brand and marketing work and the connection points between brand and integrated marketing campaigns.

This role is for someone who is curious about enterprise transformation in the age of AI and who can translate immense market and audience complexity into clear positioning and strategic recommendations. You'll support the brand strategy team in audience and market research and act as a strategic partner to integrated marketing, mapping audience and messaging strategies from brand to buying groups. You'll help us reinforce the role of brand through well-articulated points-of-view, grounded in industry research and emerging brand effectiveness thinking.

You'll partner across brand, product marketing, integrated marketing, and with internal and external research partners to build strategies grounded in market research, buyer insights, and landscape analysis. Along the way, you'll help us explore how AI can accelerate research, competitive analysis, and strategy while deepening the insight-driven thinking that shapes our brand direction.

What you'll do

• Develop and stress-test brand positioning, architecture, and competitive strategy across ServiceNow's portfolio and business functions, informed by primary research, market data, and competitive analysis.
• Conduct audience research and buyer insight analysis across key personas and buying groups—including IT, HR, Customer Service, and Security & Risk—to understand their priorities, decision-making criteria, and how ServiceNow is perceived.
• Build strategic frameworks that guide brand decisions: brand architecture models, category definitions, competitive positioning maps, and persona-based strategy documents.
• Support brand measurement and health tracking—interpreting brand trackers, correlating findings with other sources and translating metrics into strategic recommendations for leadership.
• Competitive intelligence analysis, including positioning research, messaging analysis, and landscape mapping that informs our strategic differentiation.
• Support M&A integration and acquisition strategy through brand architecture assessment, equity evaluation, and integration recommendations.
• Use primary research (surveys, interviews, focus groups), secondary sources (analyst reports, market data), and campaign performance data to validate and evolve strategy.
• Experiment with AI tools that accelerate research synthesis, competitive analysis, and strategic modeling, sharing findings and best practices with the team.
• Support the existing team with ongoing programs and initiatives

What you'll bring

• Several years of experience in brand strategy, communications planning, or insights development—at an agency, consultancy, or in-house marketing function. B2B enterprise experience preferred.
• Demonstrated experience developing brand positioning, architecture strategies, or competitive positioning frameworks grounded in research and market analysis.
• Strong capability in audience research and insight development—designing research, analyzing findings, and translating insights into strategic recommendations.
• Solid understanding of brand measurement, tracker design, and how to interpret brand health metrics to inform strategy.
• Ability to synthesize complex market, competitive, and customer data into clear strategic recommendations for leadership.
• Excellent written and verbal communication skills—you can distill complex analysis into compelling strategy documents and present recommendations with confidence to senior leaders.
• Comfort designing and interpreting primary research (surveys, interviews) and working with research methodologies.
• Intellectual curiosity about competitive landscapes, market trends, and category dynamics—you read widely and think strategically about how markets shift.
• Curiosity about AI and enthusiasm for using new tools to enhance research, analysis, and strategic thinking.
• An eagerness to develop expertise, contribute to cross-functional strategic discussions, and raise the bar on brand strategy rigor.
• A self-starter mentality, proactively spotting opportunities and taking steps to surface and solve them

For positions in this location, we offer a base pay of $123,900 - $216,800, 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.