Federal Field Marketing Lead: Pipeline & Campaigns

ServiceNow; Wien; On-site; EUR 111,000 - 195,000; Full time

Job summary

ServiceNow is seeking a Federal Field Marketing Manager to translate civilian agency priorities into account-based marketing programs that build pipeline. You will collaborate with sales, partners, and the broader field to deliver compliant, measurable campaigns and events across federal accounts.

You will localize messaging for agency buyers, manage campaigns end-to-end, and drive pipeline and executive engagement through data-driven optimization and cross-functional collaboration.

Qualifications

• 5–8+ years of experience marketing to or selling into U.S. federal civilian agencies.
• Proven experience planning and executing account-based marketing campaigns and events that drive measurable pipeline outcomes.
• Working understanding of federal buying dynamics—budget cycles, procurement vehicles, and the role of systems integrators and resellers.
• Strong project management skills with the ability to manage multiple account programs simultaneously.
• Familiarity with AI use cases and agentic capabilities in marketing.

Responsibilities

• Partner with sales and marketing leaders to execute integrated account marketing programs aligned to federal civilian pursuit priorities.
• Own the successful delivery of the federal civilian marketing plan, ensuring campaigns and account programs are executed consistently, effectively, and on schedule.
• Develop and activate account-based marketing, partner marketing, event, and executive-engagement programs tailored to named civilian accounts.
• Localize corporate and federal messaging to resonate with civilian agency buyers, procurement dynamics, and mission priorities.
• Collaborate with sales teams and GSI/reseller partners to maximize pursuit impact and support pipeline generation.
• Plan and deliver federal-specific events, executive briefings, industry days, and conference presences (AFCEA, ACT-IAC, and similar).
• Use pipeline and engagement analytics to monitor program performance, identify pursuit opportunities, and optimize results.
• Maintain operational excellence across marketing systems and CRM platforms used to track federal pipeline and account engagement.
• Act as a trusted advisor to sales and account teams, helping shape pursuit priorities through data and agency insight.

Skills

Account-based marketing

GTM strategy

Campaign planning

Event management

Executive briefs

Analytics & forecasting

Tools

Marketing automation

CRM platforms

Excel

BI tools

Job description

ServiceNow is seeking a Federal Field Marketing Manager to translate civilian agency priorities into account-based marketing programs that build pipeline. You will collaborate with sales, partners, and the broader field to deliver compliant, measurable campaigns and events across federal accounts.

You will localize messaging for agency buyers, manage campaigns end-to-end, and drive pipeline and executive engagement through data-driven optimization and cross-functional collaboration.