The
Senior Director, Marketing Technology (MarTech) is responsible for building and operating ServiceNow’s global Marketing Technology ecosystem as a strategic growth platform—powering buying-group engagement, lifecycle orchestration, and AI-enabled marketing at scale.
This role owns the MarTech operating system: defining how platforms, data, workflows, and AI agents work together to enable consistent, compliant, and high-performing marketing execution across regions and teams. The Senior Director leads platform strategy, governance, and enablement while partnering closely with Digital Experience, Activation, Data & Analytics, IT, and Integrated Marketing.
This is a senior leadership role requiring deep technical fluency, strong product thinking, and the ability to operate at the intersection of architecture, governance, and business outcomes
Key Responsibilities
MarTech Strategy & Architecture
- Define and own the enterprise MarTech architecture, including marketing automation, CDP, identity, orchestration, analytics, and AI enablement layers.
- Translate GTM and Buying Group strategy into system behavior: orchestration logic, data flows, decisioning rules, and activation patterns.
- Maintain a multi-year MarTech roadmap aligned to business priorities, platform evolution, and AI capability maturity.
Platform Operations & Enablement
- Lead day-to-day operations of core MarTech platforms (e.g., automation, CDP, journey orchestration, CMS/CCMS integrations).
- Establish operational rigor: intake models, SLAs, release management, platform health metrics, and incident management.
- Build enablement programs that ensure marketers, pods, and partners can self-serve effectively within governed guardrails.
AI, Automation & Agent Operations
- Operationalize AI and agent-based workflows across marketing use cases (e.g., journey optimization, content generation, testing, targeting).
- Define “human-in-the-loop” accountability for all AI systems to ensure quality, brand safety, and regulatory compliance.
- Partner with Data, Engineering, and IT to scale agent orchestration responsibly across the MarTech stack.
Governance, Privacy & Compliance
- Own MarTech governance across data privacy, consent management, AI governance, and brand safety.
- Ensure compliance with global regulations (GDPR, CCPA, emerging AI regulations) across all marketing platforms and workflows.
- Establish clear standards for data usage, integrations, vendor access, and third-party activation.
- Cross-Functional Leadership & Partnership
- Partner with Digital Experience and Activation leaders to ensure MarTech enables end-to-end journeys across owned and paid channels.
- Collaborate with Data & Analytics to ensure clean signal capture, identity resolution, measurement, and closed-loop optimization.
- Act as the senior MarTech counterpart to IT/DT on architecture decisions, integrations, security, and scalability.
Key Outcomes & Deliverables
- A scalable, AI-enabled MarTech operating system aligned to Buying Groups and lifecycle engagement
- Clear platform ownership, governance models, and decision rights across Marketing and IT
- Improved speed-to-market for campaigns and journeys without sacrificing compliance or quality
- Increased adoption and measurable value realization from MarTech investments
- A future-ready foundation for agentic marketing and real-time orchestration