Defense Industry Marketing Director — AI-Driven Growth

ServiceNow, Inc.; Vienna (VA); On-site; USD 192,000 - 337,000; Full time

Benefits offered by this job

Equity (when applicable)

Variable/incentive compensation

Health plans

401(k) Plan with company match

ESPP

Matching donations

Flexible time away plan

Family leave programs

Job summary

ServiceNow, Inc. is seeking a Director of Industry Marketing to own positioning and go-to-market strategy for one of ServiceNow's highest-priority industries: Defense. AI-driven insights will shape narratives, assets, and industry solution maps to win strategic accounts.

You will lead industry messaging, drive GTM across the Industry POD, manage the Marketing BOM, and represent ServiceNow at major events, while partnering with Demand Gen to build measurable pipeline and outcomes.

Qualifications

• Twelve plus years in B2B marketing with enterprise software or technology focus on Defense.
• Deep command of the Defense industry, buyer personas, C-suite priorities, AI adoption trends.
• Proven track record building message houses and bridging platform capabilities to outcomes.
• Ability to leverage AI tools for research, drafting, and competitive intelligence.
• Strong executive presence and written communication for customers and analysts.
• Outcome-oriented with measurable awareness, pipeline, and BOM coverage.
• Experience launching first-party and third-party industry events.
• Willingness to travel up to 20%.

Responsibilities

• Own and publish the industry message house for the ServiceNow platform in Defense, with quarterly updates.
• Lead go-to-market strategy for Defense within the cross-functional Industry POD.
• Own the Marketing BOM for prioritized industry solutions, including decks, demos, battlecards, and stories.
• Direct ServiceNow's presence at Knowledge and Industry Expo and manage event content.
• Collaborate with Demand Gen and Field Marketing to drive measurable pipeline and ROI.
• Translate platform and AI innovations into outcome-based narratives for the value chain.
• Drive field adoption through enablement programs and seller certifications.
• Use AI tools as the primary workflow across research, drafting, and competitive intelligence.

Job description

ServiceNow, Inc. is seeking a Director of Industry Marketing to own positioning and go-to-market strategy for one of ServiceNow's highest-priority industries: Defense. AI-driven insights will shape narratives, assets, and industry solution maps to win strategic accounts.

You will lead industry messaging, drive GTM across the Industry POD, manage the Marketing BOM, and represent ServiceNow at major events, while partnering with Demand Gen to build measurable pipeline and outcomes.