Senior Lifecycle & Email Marketing Strategist

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The Senior Email and Lifecycle Marketing Strategist owns lifecycle email strategy and deployment for high-complexity or high-visibility programs, spanning a subset of existing Integrated Marketing buying group programs (IT, CRM, Employee Experience, Risk & Security).

Each program strategy covers audience segmentation, campaign architecture, content POV, volume and cadence plan, and KPIs by campaign type. The Senior Lifecycle & Email Marketing Strategist will set the point of view across these dimensions, partners with Integrated counterparts to align, and deploys in Marketo Engage or AJO.

Responsibilities

• Own lifecycle and email campaign architecture across email nurtures, webinar promotion, event invitations, and product launches, driving alignment with Campaign Managers.
• Manage lifecycle email strategy and deployment for high-complexity or high-visibility books (Flagship events, multi-product, or multi-region scope), mapped to buying group structures and the ABX motion.
• Define audience segmentation for each program (buying group roles, account tier, lifecycle stage), driving alignment with Audience Planners.
• Partner with Content Strategists to shape email content POV, providing recommendations on the email content journey.
• Set the volume and cadence plan (quarterly volume, audience cuts, fatigue governance), driving alignment with Audience Planners and Campaign Managers.
• Define KPIs and activities by campaign type, tied to program business outcomes and the ABX motion.
• Build, configure, and deploy email programs end-to-end in Marketo Engage or comparable platform, including branching logic, dynamic content, and template architecture.
• Refine the lifecycle copy framework for the assigned book and use AI-assisted tooling to scale persona-level content across Champions, Economic Buyers, and Influencers.
• Operate the team's human-in-the-loop approval gates on agentic builds and contribute to refinement of governance standards within the assigned book.
• Design A/B and multivariate testing programs, surface insights through QBR reporting, and proactively address sequencing conflicts and governance risks.

Qualifications

6+ years in B2B email marketing, lifecycle marketing, or marketing automation, with hands-on experience deploying programs in an enterprise marketing automation platform and a track record operationalizing lifecycle strategy.

Hard Skills

• Email Platform Fluency: Hands-on experience deploying email programs in Marketo Engage required. Adobe Journey Optimizer B2B, Salesforce Marketing Cloud, or Oracle Eloqua acceptable. Depth in audience selection, triggered sends, dynamic content, branching logic, and template architecture.
• Lifecycle Program Design: Multi-stage strategies across Awareness, Education, Acquisition, Progression, and Adoption (industry equivalents: awareness, consideration, conversion, pipeline progression, and retention), including Flagship event programs and multi-product motions.
• Audience and Cadence Strategy: Designs audience segmentation and cadence architecture for high-complexity books. Sets volume targets, audience cuts, and fatigue rules that hold across overlapping programs without creating channel conflict.
• Content POV and Copy: Shapes narrative arc and copy recommendations using the lifecycle copy framework. Fluency on persona-level messaging and content strategy.
• Testing and Measurement: A/B and multivariate testing tied to business impact. Defines KPIs by campaign type and translates results into stakeholder-ready insights.
• Analytical Fluency: Partners closely with Analytics and Digital partners to scope out KPI’s and build an impactful performance report that tells how programs are driving growth from multiple angles of performance data.
• AI and Automation Fluency: Practical use of the lifecycle copy framework, AI-assisted copy and personalization tooling, and human-in-the-loop approval gates on agentic builds. Brings judgment on where AI improves program quality and where it doesn’t.
• Compliance Fluency: CAN-SPAM, CASL, GDPR, CCPA/CPRA.

Soft Skills (Leadership Competencies)

• Cross-Functional Influence: Operates as the email channel voice in Integrated planning forums for assigned programs. Brings recommendations and tradeoffs that shape program direction.
• Strategic Definition: Defines program strategy within ambiguous or high-complexity scope, then translates it into executable plans.
• Systems Thinking: Sees how email decisions ripple across cadence, sender reputation, and buying group engagement.
• Operational Discipline: Holds multiple high-stakes programs on overlapping timelines, stepping in to unblock sequencing or governance issues before they escalate.
• Automation Mindset: Identifies manual work worth automating, with judgment on where AI helps and where it does not.

Preferred

• Track record applying ABM, ABX, or buying group frameworks to email strategy.
• Fluency with Adobe Experience Platform and Real-Time CDP.
• Familiarity with webinar and event platforms (ON24, RainFocus) and their integration into lifecycle programs.
• Track record using AI tools to improve email throughput, personalization, or decision quality.

For positions in this location, we offer a base pay of $114200-$199900 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.

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

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