Director, Data Strategy and Services

The Director, Data Strategy & Services is the enterprise product owner for GTM data capabilities across Marketing. This role leads the roadmap for the Customer Data Platform (CDP), identity graph, data enrichment, and the governed, real-time data layer that powers the company’s revenue engine.

Operating within the Martech Center of Excellence, this leader partners closely with IT, Security, and GTM stakeholders to architect the enterprise’s customer data spine—ensuring that data is accurate, complete, compliant, and accessible for predictive AI models, personalization, attribution, and GTM decision-making.

This is a highly strategic, high-visibility role responsible for transforming first-party data into a durable competitive advantage.

Key Responsibilities

· Own and evolve the multi-year roadmap for the CDP, identity resolution, data unification, and metadata layer.

· Serve as product owner for data capabilities within the Martech CoE, IT, and GTM stakeholders.

· Drive expansion of the enterprise identity graph, including matching logic, deterministic/probabilistic models, and cross-channel stitching.

· Ensure data cleanliness, enrichment, standardization, and consent integrity across all GTM systems (CDP, CRM, MAP, ABM, AdTech).

· Define and manage data quality SLOs (freshness, identity match rate, completeness, lineage).

· Enforce governance frameworks for data access, role-based permissions, retention, and compliance with privacy requirements (GDPR, CCPA, emerging US laws).

· Define data flows, integration patterns, and non-functional requirements (latency, reliability, SLAs) for GTM data across MAP ↔ CDP ↔ CRM ↔ downstream analytics.

· Partner with IT Architecture and Data Engineering to design and execute scalable pipelines, APIs, and streaming ingestion workflows.

· Oversee technical documentation and data lineage maps that ensure clear visibility and lifecycle understanding of all GTM data assets.

· Translate complex data concepts into business-friendly frameworks that support GTM activation, personalization, scoring, reporting, and AI use cases.

· Partner with the AI & Automation Operations team to ensure model readiness, data availability, and feature engineering pipelines.

• 10+ years of experience in data strategy, data architecture, marketing technology, or enterprise analytics in a B2B or enterprise environment.
• Deep expertise in Customer Data Platforms, identity resolution frameworks, and enterprise data integration patterns.
• Strong familiarity with CRM (Salesforce,Dynamics), MAP (Marketo/HubSpot/Eloqua), CDP (Adobe/Salesforce/Treasure Data/etc.), and GTM analytics ecosystems.
• Proven experience as a product owner or data capability leader managing complex roadmaps and cross-functional dependencies.
• Hands-on understanding of data modeling, enrichment, hygiene, privacy, and governed data activation.
• Ability to partner credibly with IT architects, data engineers, security, and senior GTM leaders.
• Experience supporting AI/ML-driven GTM use cases, including predictive scoring, churn models, and journey propensity.
• Knowledge of privacy frameworks (GDPR, CCPA, emerging US state laws) and enterprise governance practices.
• Prior leadership roles inside a RevOps, MarTech, or digital architecture function.
• Strong storytelling skills—comfortable presenting data strategy to C-level audiences.
• Experience with Adobe suite & Kafka preferred

For positions in this location, we offer a base pay of $192,600 - $264,800, 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.

It all started in sunny San Diego, California in 2004 when a visionary engineer, Fred Luddy, saw the potential to transform how we work. Fast forward to today — ServiceNow stands as a global market leader, bringing innovative AI-enhanced technology to over 8,100 customers, including 85% of the Fortune 500®. Our intelligent cloud-based platform seamlessly connects people, systems, and processes to empower organizations to find smarter, faster, and better ways to work. But this is just the beginning of our journey. Join us as we pursue our purpose to make the world work better for everyone.

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ServiceNow is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, creed, religion, sex, sexual orientation, national origin or nationality, ancestry, age, disability, gender identity or expression, marital status, 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

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