The Director, Audience Planning is responsible for building, managing, and scaling the new Audience Planning capability at ServiceNow. This strategic leadership role establishes the foundation for all marketing programs by transforming how we source, interpret, and activate audience insights to engage buying groups and drive measurable business outcomes.
This role leads the Global Center of Excellence and directs execution for the Americas, while providing the strategic framework that informs regional audience adaptations. Leading a Buyer Group-focused organization, this group of strategists define the "why" and "who" for all GTM programs. They are the primary strategic partner to leaders across integrated marketing, as well as the Activation & Experience functions (Media, Email, Experience, and Discovery).
Key Outputs:
- Buying Group Intelligence: Signals, intent data, and engagement metrics that inform targeting and personalization strategies
- Persona & Account Insight Profiles: Deep understanding of decision-makers, influencers, and stakeholders within target accounts
- Research Aggregation & Testing: Synthesis of primary and secondary research to validate assumptions and inform strategy
- Ideal Customer Profiles: Comprehensive profiles including firmographics, technographics, behavioral patterns, and psychographic attributes
- Holistic Marketing Channel Strategy by Buying Group: Integrated approach across paid, earned, and owned channels tailored to each buyer group's preferences and behaviors
- Journey Flow: Strategic model defining roles and sequencing of channels across the entire customer journey (channel mix and customer journey orchestration)
- Annual Audience Data Roadmap: Defined requirements for the MarTech/AdTech stack (CDP/intent tools) needed to support the strategy.
- Executive Briefings on Buyer Group Strategy: High-level narrative presentations on macro trends and audience shifts for the CMO/SLT.
- Functional Readiness Assessment: Reports confirming that regional and activation teams are ready to execute the new strategy.
- Synthetic Intelligence Strategy: The strategic roadmap for how AI simulation is applied to GTM planning and testing.
Responsibilities:
- Define and Govern the Insight & Audience Planning Methodology for the organization, setting the global standard for mixed-methods research, data triangulation, and persona development.
- Lead the ongoing development of audience, customer and marketplace trends and insights that provide foundational understanding that can inform buyer group specific as well as product and innovation decision making.
- Lead, mentor, and grow a high-performing team of global and regional audience strategists.
- Define and Own the Audience Data Governance and Quality for the strategy team, ensuring outputs (e.g., Persona Insight Profiles, Audience Architecture) are consistent, accurate, and actionable across the entire marketing organization.
- Oversee the development and governance of the firm-wide Audience Architecture, ensuring Buyer Groups are augmented with high-value data and insights to become precise, addressable audiences with clear qual/quant and psychographic profiles.
- Own the Connection Strategy framework, establishing the methodology for defining "which channels, why, and in what sequence" to engage audiences.
- Establish a strong, clear partnership with the Data & Analytics team, defining the "swimlanes" for data sourcing vs. interpretation.
- Serve as the Primary Buying Group Audience Subject Matter Expert (SME), driving the adoption of audience-centricity across senior leadership and cross-functional partners.
- Oversee "Voice of the Customer" Integration: Ensure that Customer Insights (retention/churn signals) are systematically integrated into Audience Planning, bridging the gap between "net-new" acquisition and customer expansion strategies.