We are seeking a Web Experience Manager to own the content strategy, user experience, and performance optimization of ServiceNow's product and solution pages. This role will manage web experiences that educate customers about our platform, products, and solutions while delivering personalized content tailored to different buying group personas and their unique needs. The ideal candidate brings strong digital marketing expertise, a data-driven approach to optimization, and the ability to translate complex product positioning into compelling web experiences that guide customers toward informed buying decisions.
This role requires fluency in web experience management, conversion optimization, and the ability to operate independently while collaborating closely with Integrated Marketing, Product Marketing, Studio, and other cross-functional partners.
Responsibilities:
Content Strategy & Experience Management
- Own the content strategy and user experience for ServiceNow's product and solution pages, ensuring they effectively educate visitors about our platform capabilities, product features, and solution offerings
- Develop dynamic, personalized web experiences that deliver relevant messaging and content based on buying group persona, industry, and stage in the customer journey
- Partner closely with Integrated Marketing and Product Marketing to translate product positioning, launch strategies, and campaign briefs into compelling web page experiences
- Collaborate with Studio (Design), Publishing, Localization, and Brand teams to create visually engaging, on-brand pages that balance education with conversion objectives
- Establish content frameworks and messaging hierarchies that help visitors understand product value and make informed decisions about engaging with sales
- Maintain content governance for product and solution pages, ensuring accuracy, consistency, and alignment with broader marketing strategies
Testing, Optimization & Performance
- Design and execute comprehensive testing strategies (A/B tests, multivariate tests, personalization experiments) to continuously improve page performance and user engagement
- Own performance metrics for product and solution pages including engagement rates, bounce rate, scroll depth, content interaction, click-through rates, demo requests, and influenced conversions
- Leverage analytics, heatmaps, user surveys, and behavioral data to identify optimization opportunities and shape experience improvements
- Proactively propose and implement optimizations based on data insights, user feedback, and testing results
- Apply UX and design thinking principles to introduce new interaction patterns, content layouts, and engagement tactics that improve conversion
- Monitor competitive landscape and industry best practices to inform optimization strategies for product and solution content
- Report on page performance, test results, and recommendations to the Senior Manager of Web Experience and marketing stakeholders
Launch & Campaign Support
- Support multiple product launches per year, including coordination of live stream announcements and associated web experiences
- Manage the planning, content creation, and execution of product and solution page updates tied to marketing campaigns, launches, and go-to-market initiatives
- Coordinate timelines, dependencies, and reviews across Studio, Publishing, Localization, Product Marketing, and other teams to ensure on-time delivery
- Ensure launch experiences are optimized for engagement and conversion from day one, with ongoing testing and iteration post-launch
Stakeholder Collaboration
- Serve as the primary web experience contact for product and solution page initiatives, building strong relationships with Integrated Marketing and Product Marketing teams
- Communicate clearly with stakeholders to align on goals, requirements, timelines, and expected outcomes for web experiences
- Influence cross-functional partners to align around shared objectives and data-driven decision making
- Represent product and solution page initiatives effectively in planning forums, status reviews, and optimization discussions
- Partner with Product Management teams to communicate business needs for CMS capabilities that support dynamic content and personalization needs
Continuous Improvement & Knowledge Sharing
- Promote data-informed creativity and experimentation to drive continuous improvement in product and solution page performance
- Mentor peers on website tools, testing methodologies, tagging practices, and optimization techniques
- Contribute to broader web experience best practices, governance standards, and team knowledge sharing
- Stay current on digital experience trends, personalization strategies, and conversion optimization techniques