Federal Field Marketing Lead: ABM & Pipeline Growth

SmartRecruiters, Inc.; Vienna (VA); On-site; USD 127,000 - 222,000; Full time

Job summary

ServiceNow is seeking a federal field marketing manager to drive account-based marketing programs across civilian agencies. You will work with sales and partners to translate agency priorities into targeted campaigns that build federal pipeline and measurable outcomes.

The role blends strategic GTM planning with hands-on execution, including events and executive engagements, in a dynamic, procurement-driven market. Travel 35-45% may be required.

Qualifications

• 5–8+ years 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.
• 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 within the federal civilian ecosystem are a strong advantage.
• Comfortable in a fast-paced 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 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.
• 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, agency insight, and platform understanding.

Skills

Strategic account thinking

Execution excellence

Pipeline analytics

Stakeholder management

AI and analytics awareness

Travel readiness

Tools

Marketing automation platforms

CRM platforms

Excel

BI tools

Job description

ServiceNow is seeking a federal field marketing manager to drive account-based marketing programs across civilian agencies. You will work with sales and partners to translate agency priorities into targeted campaigns that build federal pipeline and measurable outcomes.

The role blends strategic GTM planning with hands-on execution, including events and executive engagements, in a dynamic, procurement-driven market. Travel 35-45% may be required.