ServiceNow is seeking a Group Vice President (GVP), Americas Field Marketing to lead marketing strategy and execution across the AMS . This is a field marketing leadership role at its core — owning pipeline contribution, Sales alignment, and the regional marketing programs that move accounts and buying groups from awareness to action.
The GVP is a strategic thinker who brings the operational rigor to convert insight into execution. They know how to set priorities across a large, complex region — identifying where marketing investment will have the greatest commercial impact and making the sequencing decisions that reflect both market opportunity and Sales urgency.
A critical part of the role is knowing how to leverage the resources available within ServiceNow's Integrated Marketing (IM) program — understanding when global buying group campaigns are the right activation vehicle for AMS accounts, how to localize them for maximum relevance in market, and when local programs need to fill the gaps IM does not cover. The GVP brings the field perspective that makes global programs work better, and the judgment to know which lever to pull when.
What This Role Requires:
- Field Marketing Leadership - Own the AMS marketing strategy and pipeline contribution. Set priorities across a complex region. Lead a direct team aligned to AMS Sales leadership and drive execution with accountability and speed.
- Strategic Prioritization - Identify where marketing will have the greatest commercial impact across AMS. Make the sequencing and investment decisions that reflect account opportunity, Sales priority, and pipeline need — and measure what matters.
- Influence Without Authority - Build the relationships and credibility to mobilize global functions — including Integrated Marketing, Creative, Digital, and Operations — in service of AMS commercial outcomes. Earn alignment through insight and follow-through, not formal authority.
- Transformational Leadership - Lead the AMS team through working faster, smarter, and more agile in an AI-native marketing environment. Champion centralized Marketing AI priorities within the region — modeling the change and building team capability to sustain it.
Key Responsibilities:
AMS Marketing Strategy & Pipeline Ownership
- Own the AMS marketing strategy — setting regional priorities that reflect commercial opportunity, Sales urgency, and account-level pipeline need across North America, Latin America, and Canada
- Drive pipeline creation and acceleration through buying group engagement - translating pipeline targets into a clear investment thesis and activation plan across AMS segments and sub-regions.
- Make prioritization decisions with rigor — identifying where marketing will move the needle on pipeline and revenue, and where it will not, and allocating resources accordingly
- Align marketing strategy to AMS Sales leadership priorities: build deep working relationships with Sales leaders and ensure the field marketing team functions as an integrated extension of the commercial motion
- Lead regular pipeline and performance reviews with Sales and marketing leadership; own the AMS marketing contribution narrative with honesty and data
Leveraging Integrated Marketing for AMS Impact
- Understand the Integrated Marketing program deeply — know which global buying group campaigns are available, what accounts and personas they are designed to engage, and where they are the right activation vehicle for AMS priorities
- Make smart decisions about when to deploy IM campaigns within AMS versus when local programs are needed; avoid duplication, sequence intelligently, and maximize the return on global investment within the region
- Localize global IM programs for AMS relevance — adapting messaging, timing, channel mix, and account targeting to reflect regional buyer dynamics, competitive context, and Sales priorities
- Serve as the AMS field voice into the IM program: bring market intelligence and account feedback that helps global campaigns land better, and advocate for AMS requirements in IM planning cycles
- Measure the pipeline impact of IM-activated programs in AMS and use those results to inform future localization and prioritization decisions
Local Activation Team Leadership
- Lead a direct local activation team organized in alignment with AMS Sales coverage — ensuring every marketer has clear account and seller partnerships and is executing against a pipeline-oriented activation plan
- Set expectations, operating cadences, and performance standards for the team; hold a high bar for execution quality, speed, and accountability
- Direct the design and execution of regional programs — executive engagement events, account-based activations, field campaigns, and pipeline acceleration plays — in close partnership with Sales and Customer Success
- Build team capability in strategic prioritization, data-driven decision-making, and AI-native working practices; develop marketers who can operate effectively in a fast-moving, matrixed environment
AI Transformation: Champion Centrally, Enable Locally
- Champion centralized Marketing AI transformation priorities within AMS — connecting the team to the enterprise tools, platforms, and working models being built at the global level
- Lead the AMS team through the practical shift to AI-native ways of working: faster content creation, smarter account targeting, more agile program iteration, and better measurement — all enabled by AI tools the team actually uses
- Model AI fluency in daily work; establish the expectation that working smarter through AI is a professional standard across the team, not an individual choice
- Surface adoption barriers and real-world feedback to the central Marketing transformation team; help the enterprise understand what is gaining traction in the field and what is not
Influence & Cross-Functional Alignment
- Build productive partnerships with Global IM, Creative, Digital, Marketing Operations, and Partner Marketing — mobilizing global resources in service of AMS outcomes without direct authority over those functions
- Navigate the matrixed organization with clarity: know when to align, when to advocate, and when to escalate; resolve competing priorities without creating organizational friction
- Engage regularly with senior customer and prospect stakeholders in support of executive engagement and pipeline acceleration programs
Measurement & Operational Discipline
- Define the right metrics for AMS marketing - covering leading indicators (account engagement, buying group reach, program activation) and lagging outcomes (pipeline progression, Stage 5+ conversion, mature pipeline coverage).
- Build dashboards and reporting cadences that give Sales leadership and the SVP clear visibility into marketing's contribution to AMS pipeline and revenue
- Drive a culture of accountability: set expectations, review results with transparency, and adjust rapidly when programs are not delivering
- Apply budget discipline — prioritize investments that produce measurable pipeline impact and make clear-eyed decisions about where to stop spending
Required
- 15+ years of progressive B2B marketing experience, with significant tenure in field marketing or regional marketing leadership at a global enterprise technology company
- Demonstrated track record of owning and driving pipeline as a primary marketing accountability — not just program execution
- Strong experience in account-based marketing, buying group engagement strategies, and localizing global campaigns for regional market impact
- Proven ability to set strategic priorities across a large, complex region and translate them into a clear, measurable activation plan
- Demonstrated success leading through influence in matrixed organizations — building alignment with global functions and Sales leadership without direct authority
- Experience leading teams through organizational transformation and operating model change, with measurable adoption and performance outcomes
- Fluency with AI-powered marketing tools and the ability to model and enable AI-native working practices across a distributed team
- Strong executive presence and communication skills; able to engage senior Sales leaders, global peers, and external stakeholders with credibility
- Financial discipline and data-driven decision-making; comfortable making prioritization calls based on pipeline contribution and ROI data
Preferred
- Experience within a ServiceNow, Salesforce, SAP, Oracle, Microsoft, or comparable global enterprise platform environment
- Familiarity with ServiceNow's platform value proposition and competitive landscape
How Success Is Measured:
Success in this role is primarily measured by pipeline contribution and Sales alignment, supported by indicators of program quality and team effectiveness:
- Pipeline creation, progression, and buying group coverage vs. AMS targets - tracked and reviewed quarterly
- Quality and pace of mature pipeline coverage across AMS priority accounts and buying groups
- Sales leadership satisfaction with marketing alignment, responsiveness, and program impact
- Effectiveness of IM program localization — measured by account engagement lift and pipeline contribution from globally activated campaigns in AMS
- Local activation team execution quality: program delivery speed, account coverage, and Sales partner feedback
- AI working practice adoption across the AMS team
- Budget efficiency: spend-to-pipeline ratio and program ROI
For positions in this location, we offer a base pay of $283,600 - $482,100, 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.
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.
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