The AMS/Global Director, Media Strategy & Activation will lead the strategic activation of the regional media capability, ensuring regional programs reflect Global COE vision, championing and embedding buying-group-led media strategy within holistic media planning, while maximizing local account-based buyer group pipeline velocity and brand KPIs. Your mission is to collaborate with the Integrated Marketing team to drive measurable media outcomes, increase pipeline velocity, and gain competitive advantage via highly-targeted Buyer Group media strategy and ABM at scale across all outsourced paid media channels, in partnership with the agency and program leaders. You will establish a technology and AI-first approach with the media agency, aligning execution with ServiceNow's ethos for market differentiation. This role will lead the (AMS or APAC) Media Activation for performance programs, manages the strategic and financial media agency relationship, ensures global quality execution, and fosters deep partnerships across IMC, Audience, and Data & Analytics teams. This leadership role reports to the VP Global Media & Sponsorships.
Responsibilities:
- Works with VP of Global Media and Sponsorships, and other regional directors to Define the strategic roadmap for the COE, focusing on global process excellence and building expertise in highly-targeted, multi-channel B2B media
- Direct regional agency performance and strategic alignment, governing the local application of global SOWs and ensuring regional strategies meet global performance benchmarks and budgeting requirements
- Establish governance for media agency insights generation, ensuring efficient delivery to Audience Intelligence for Connection Strategy
- Own planning, forecasting, and reconciliation of the global media activation budget, maximizing ROI across Buyer Groups and countries
- Direct the synthesis of data to create an executive-level performance story demonstrating media's contribution to GTM success
- Partner with Audience Intelligence, IMC, and Digital Experience leaders to ensure synchronized media execution across the customer journey
- Educate ONE Team and regional leaders on high-impact performance media opportunities to maximize adoption and return
- Partner on the AdTech roadmap and ensure data flow and integrity for accurate targeting and cross-channel measurement
- Lead, mentor, and coach the Global and Regional Media Activation team, ensuring clear roles, high performance, and deep expertise
- Govern the strategic use of AI and machine learning in media execution, evaluating agency performance for efficiency and competitive differentiation
Key outputs:
- Activation COE Strategy & Capability Roadmap
- Global/Regional Media & Partner Relationship Strategy
- Global/Regional Activation Governance Model
- Strategic Performance & Optimization Report
- AI & Innovation Adoption Framework
- Channel Insight Governance Framework