Federal Field Marketing Manager

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

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.

Job Description

What you'll do as a federal field marketing manager

As field marketing manager, federal civilian, you will play a pivotal role in bringing our go-to-market strategy to life across civilian agencies. This is a unique opportunity for someone who enjoys operating at both a strategic and executional level—shaping account and pursuit priorities while rolling up your sleeves to deliver programs that move federal pipeline.

Working closely with sales, partners, and the broader field marketing organization, you will translate agency-specific buying dynamics and pursuit priorities into account marketing programs that connect with federal buyers and deliver measurable pipeline outcomes.

In this role, you will:

• 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.

What makes you successful

The ideal candidate combines strategic account thinking with a passion for execution in a procurement-driven, relationship-based market. You enjoy building account plans, influencing sales and partner stakeholders, and turning agency insight into pursuit-winning programs. You are equally comfortable discussing GTM strategy with account leadership as you are managing event logistics and campaign delivery.

Key strengths include:

• Strategic mindset: understands federal buying dynamics and translates them into precise, account-prioritized marketing plans.
• Execution excellence: delivers high-quality programs and events across multiple channels with strong attention to detail and deadlines.
• Results orientation: focuses on pipeline outcomes, measures program impact, and continuously seeks opportunities to optimize.
• Collaboration and influence: builds strong relationships with sales, GSI/reseller partners, and cross-functional teams to drive account alignment.
• Problem solving: uses data, agency insight, and creativity to identify pursuit opportunities and navigate procurement complexity.
• Operational discipline: brings structure and consistency to account program execution and pipeline reporting.
• Agility and curiosity: adapts quickly to shifting agency priorities and evolving platform capabilities, including AI and agentic use cases.

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%

For positions in this location, we offer a base pay of $126,800 - $221,900, 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.

Additional Information

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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