Director, Industry Marketing - Insurance

ServiceNow, Inc.; Chicago (IL); Remote; USD 173,000 - 303,000; Full time

Benefits offered by this job

Equity

Health plans

401(k) Plan

ESPP

Family leave

Flexible time away

Job summary

ServiceNow, Inc. seeks a Director of Industry Marketing for Insurance to own positioning and GTM strategy for a priority industry. Lead the Industry POD, drive content and events, and translate AI innovations into tangible business outcomes across the Insurance value chain.

You will shape messaging, enablement, and demand programs, collaborating with Demand Gen and Field Marketing, while managing a broad slate of industry assets and events. Up to 20% travel may be required.

Qualifications

• 12+ years of B2B marketing experience
• Deep command of the Insurance industry and AI-driven marketing
• Proven track record building message houses and solution narratives
• Strong executive presence and written communication
• Experience driving results through first-party and third-party industry events
• Willingness to travel up to 20%

Responsibilities

• Own and publish the industry message house for the full ServiceNow platform in the language of Insurance, including positioning for all prioritized solution areas.
• Lead go-to-market strategy for Insurance within the cross-functional Industry POD, translating buyer dynamics into executable plans.
• Own the Marketing BOM for all prioritized industry solutions: corporate narratives, pitch decks, hero demos, battlecards, customer stories, and Sales Success Center pages.
• Direct ServiceNow's presence at first-party events (Knowledge, Industry Expo) and own the content and engagement strategy for key third-party industry events.
• Partner with Demand Gen and Field Marketing to drive measurable pipeline from industry events and campaigns, with targets, ROI tracking, and outcome reporting tied to team OKRs.
• Translate platform and AI innovation into outcome-based narratives grounded in customer value chains and business results.
• Drive field adoption through enablement programs and seller certifications. Use AI tools as the primary workflow across research, drafting, content iteration, and competitive intelligence.

Skills

B2B marketing

Insurance industry expertise

Executive communication

AI tooling proficiency

Go-to-market strategy

Cross-functional leadership

Event programs management

Job description

Director, Industry Marketing - Insurance

• Full-time
• Employee Type: Regular
• Region: AMS - North America and Canada
• Work Persona: Flexible or Remote

It all started when engineer Fred Luddy wrote code that automated a tedious task for his coworker, Phyllis. She cried tears of joy. That moment inspired Fred to build a company that could do that for everyone—freeing people from busywork so they could focus on meaningful work. Today, ServiceNow is the AI control tower for business reinvention. Our ServiceNow AI platform brings together any AI, any data, and any workflow - helping 85% of the Fortune 500® work smarter, faster, and better. We're building an AI-native culture where technology and talent are unstoppable together. And we're just getting started.

Join us to put AI to work for people.

We are looking for a Director of Industry Marketing to own positioning and go-to-market strategy for one of ServiceNow's highest-priority industries: Insurance.

AI is not a pilot in your industry anymore. The companies proving real, measurable business outcomes are setting the pace, and every buyer in Insurance is watching. Insurance carriers and brokers are modernizing operations and accelerating business outcomes as competitive, securityand regulatory demands intensify.

ServiceNow deliversreal businessoutcomes across the full industry value chain. Notpointsolutions. Not bolt-on AI. A single platform that connects people, data, and workflows across every function, from the front office to operations to risk and compliance, in the language and context of your industry. The proof is in customer results: hours saved, cycle times cut, processes automated, and costs reduced in ways that executives can take to their boards.

This role holds the pen. You will define how the world understands ServiceNow's role in transforming Insurance, writing the narrative that maps AI-driven change across the industry value chain to the specific solutions ServiceNow delivers. You will operate at the frontier of product marketing: building message houses where none exist, shaping the industry solution map narrative, and arming a cross-functional Industry POD with the positioning and assets they need to win the most strategic accounts in the market.

What You Will Do

• Own and publish the industry message house for the full ServiceNow platform in the language of your industry, including positioning for all prioritized solution areas, with quarterly updates loaded to Seismic and Claude.
• Lead go-to-market strategy for your industry within the cross-functional Industry POD, translating buyer dynamics, competitive pressure, and AI adoption trends into executable plans.
• Own the Marketing BOM for all prioritized industry solutions: corporate narratives, pitch decks, hero demos, battlecards, customer stories, and Sales Success Center pages.
• Direct ServiceNow's presence at first-party events (Knowledge, Industry Expo) andown the content and engagement strategy for key third-party industry events.
• Partner with Demand Gen and Field Marketing to drive measurablepipelinefrom industry events and campaigns, with targets, ROI tracking, and outcome reporting tied to team OKRs.
• Translate platform and AI innovation, including Now Assist, AI agents, and industry-specific solutions, into outcome-based narratives grounded in the customer's value chain and the business results they are accountable for.
• Drive field adoption through enablement programs and seller certifications. If sellers are not using it, it does not count.
• Use AI tools as your primary workflow across research, drafting, content iteration, and competitive intelligence. You set the standard for how this team works in an AI-native world.

To be successful in this role you have:

• 12+ years of B2B marketing experience, with at least 5 years focused on Insurance at an enterprise software or technology company.
• Deep command of the industry: buyer personas, C-suite priorities, AI buying cycles, competitive dynamics, and the business outcomes that drive platform investment decisions.
• Proventrack recordbuilding message houses and solution narratives that connect platform capabilities to industry-specific outcomes, createpipeline, and accelerate deals.
• You make AI tools work for you every day, whether that is accelerating research, drafting faster, or keeping field content current. You are not experimenting with AI; you rely on it.
• Strong executive presence and written communication. YourepresentServiceNow credibly in front of customers, industry analysts, and senior internal stakeholders.
• Outcome-oriented. You track your awareness numbers, pipeline contribution, and BOM coverage, and you are accountable to all three.
• Comfortablebuilding where nothing exists yet. Several of these industries have limited solution-level messaging today. That istheopportunity.
• Experience driving results throughfirst-partyand third-party industry event programs.
• Up to 20% travel.

JV19

For positions in this location, we offer a base pay of $173,200 - $303,100, 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.

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

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 [e-mail] 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.

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