The Marketing Activation Governance Lead owns governance of Servicenow activation execution to drive consistent quality, reliable measurement, and transparent reporting. This role sets and enforces standards for trafficking, configuration, optimization discipline, and reporting completeness across lifecycle and paid activation platforms including Marketo, AJO, programmatic, and paid social.
Serves as the escalation point for systemic execution issues and runs audits to validate that in-platform deployments match documented requirements and approved plans.
Partners across Media, Integrated Marketing, Identity, CDP, DX, Legal, and Lifecycle Orchestration to translate strategy into executable guardrails and scalable activation practices.
Responsibilities
Own platform governance across Marketo, AJO, and paid activation platforms, ensuring configuration aligns to global standards.
Establish and enforce SLAs for activation setup timelines, optimization discipline, reporting delivery, and data integrity.
Run audits on strategic platforms to validate that documented state matches in-platform deployments: structure, naming, tracking, audiences, placements, and reporting outputs.
Own governance of activation with partners, including trafficking standards, QA processes, optimization discipline, reporting completeness, and transparency commitments.
Define required QA steps for campaign launches and changes: naming, tracking, audience eligibility, suppression and consent alignment, placement QA, and reporting.
Serve as the escalation point for systemic execution issues that impact activation quality or measurement reliability; maintain an incident intake, triage, and root-cause remediation process.
Maintain audit documentation, compliance scorecards, and corrective action plans with clear owners and due dates.
Ensure CDP audience publishing works across platforms with documented refresh cadences, QA checks, and issue escalation paths.
Define and enforce audience usage controls, eligibility rules, and standards, including approved use cases, required metadata, and governance of changes.
Define required reporting fields, placement list delivery standards, and log-level detail expectations for agency reporting; standardize timelines and handoff formats so measurement teams can evaluate performance consistently.
Onboard new partners, ensuring measurement, targeting, tracking, and data sharing requirements are met in partnership with Legal and Privacy.