Director, Industry Marketing - Defense
The Company
ServiceNow is the AI control tower for business reinvention. Our platform connects people, data, and workflows across every function, from the front office to operations to risk and compliance, in the language and context of your industry. We help 85% of the Fortune 500 work smarter, faster, and better.
About the role
We are seeking a Director of Industry Marketing to lead the positioning and go-to-market strategy for the Defense industry. This role requires deep understanding of industry dynamics, competitive landscapes, and the business outcomes that drive platform investments.
Responsibilities
Own and publish the industry message house for the full ServiceNow platform, including positioning for all prioritized solution areas, with quarterly updates loaded to Seismic and Claude.
Lead the go-to-market strategy for the Defense industry within the cross-functional Industry POD, translating buyer dynamics, competitive pressure, and AI adoption trends into executable plans.
Own the Marketing BOM for all prioritized industry solutions, including corporate narratives, pitch decks, hero demos, battlecards, customer stories, and Sales Success Center pages.
Partner with Demand Gen and Field Marketing to drive measurable pipeline from industry events and campaigns, with targets, ROI tracking, and outcome reporting tied to team OKRs.
Translate platform and AI innovation, including Now Assist, AI agents, and industry-specific solutions, into outcome-based narratives grounded in the customer's value chain and the business results they are accountable for.
Drive field adoption through enablement programs and seller certifications. If sellers are not using it, it does not count.
Qualifications
12+ years of B2B marketing experience, with at least 5 years focused on Defense at an enterprise software or technology company.
Deep command of the industry: buyer personas, C-suite priorities, AI buying cycles, competitive dynamics, and the business outcomes that drive platform investment decisions.
Proven track record building message houses and solution narratives that connect platform capabilities to industry-specific outcomes, create pipeline, and accelerate deals.
Strong executive presence and written communication. You represent ServiceNow credibly in front of customers, industry analysts, and senior internal stakeholders.
Outcome-oriented. You track your awareness numbers, pipeline contribution, and BOM coverage, and you are accountable to all three.
Comfortable building where nothing exists yet. Several of these industries have limited solution-level messaging today. That is the opportunity.
Experience driving results through first-party and third-party industry event programs.
Up to 20% travel.
Benefits
Base pay range: $192,400 - $336,700
Variable/incentive compensation and benefits.
Health plans, including flexible spending accounts, a 401(k) Plan with company match, ESPP, matching donations, a flexible time away plan and family leave programs.
Contact
To determine eligibility for a work persona, ServiceNow may confirm the distance between your primary residence and the closest ServiceNow office using a third-party service. Equal Opportunity Employer. ServiceNow is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, age, disability, gender identity, veteran status, or any other category protected by law. In addition, all qualified applicants with arrest or conviction records will be considered for employment in accordance with legal requirements. Accommodations. We strive to create an accessible and inclusive experience for all candidates. If you require a reasonable accommodation to complete any part of the application process, or are unable to use this online application and need an alternative method to apply, please contact globaltalentss@servicenow.com for assistance. Export Control Regulations. For positions requiring access to controlled technology subject to export control regulations, including the U.S. Export Administration Regulations (EAR), ServiceNow may be required to obtain export license or other approval that may be required by relevant export control authorities. From Fortune. ©2026 Fortune Media IP Limited. All rights reserved. Used under license.