Federal Field Marketing Architect

ServiceNow; Vienna (VA); On-site; USD 127,000 - 222,000; Full time

Benefits offered by this job

Health plans

401(k) plan with company match

ESPP

Matching donations

Flexible time away plan

Family leave programs

Job summary

ServiceNow in Vienna, VA seeks a Federal Field Marketing Manager to translate federal buying dynamics into targeted ABM programs that drive pipeline. You will partner with sales, partners, and field marketing to deliver campaigns aligned to civilian agency priorities and measure outcomes.

You will lead events, executive engagement, and account-based programs while leveraging analytics to optimize results and collaborate with GSI/reseller partners.

Qualifications

• 5–8+ years of experience with direct 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.
• Sufficient platform understanding to prioritize which capabilities to feature for which agency mission, including familiarity with AI and agentic use cases.
• Excellent communication and stakeholder management skills, including executive-level briefs and talking points.
• Experience with marketing automation and CRM platforms, plus command of Excel and BI tools for pipeline and program reporting.
• Existing relationships or credibility within the federal civilian ecosystem—agency contacts, GSI/partner relationships, or GovCon marketing community experience—are a strong advantage.
• Comfortable working in a fast-paced, highly matrixed environment requiring both strategic planning and hands‑on execution.
• Open to travel - 35-45%

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 closely 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 continuously 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, agency insight, and platform understanding.

Job description

ServiceNow in Vienna, VA seeks a Federal Field Marketing Manager to translate federal buying dynamics into targeted ABM programs that drive pipeline. You will partner with sales, partners, and field marketing to deliver campaigns aligned to civilian agency priorities and measure outcomes.

You will lead events, executive engagement, and account-based programs while leveraging analytics to optimize results and collaborate with GSI/reseller partners.