Director, Customer Excellence Product Marketing

Role Overview
You thrive at the intersection of strategy, storytelling, and systems. You can translate a complex business challenge into a compelling market narrative, align diverse stakeholders around a common vision, and build the operating model required to scale impact. You enjoy bringing clarity to ambiguity, creating structure where none exists, and leveraging AI and automation to work smarter. If that sounds like your ideal environment, keep reading.
Customer Excellence is one of ServiceNow's most important growth opportunities, helping customers accelerate adoption, realize business value faster, and maximize outcomes from their ServiceNow investments. As Impact continues to scale and Services evolves toward a recurring growth model, ServiceNow is investing in a dedicated Product Marketing leader to define how these offerings are positioned, understood, and activated in market.
The Director, Customer Excellence Product Marketing serves as the dedicated Product Marketing leader for the Customer Excellence portfolio, including Impact, Expert Services, and the broader customer value realization story. This role owns positioning, messaging, seller enablement strategy, market intelligence, and go-to-market frameworks while establishing the operating model needed to scale the function over time.
This is not a traditional portfolio Product Marketing role.
Success requires equal parts strategist, builder, operator, and influencer. You will partner across Product, Customer Excellence, Services, Sales, and Marketing to create a unified narrative, establish scalable ways of working, and build feedback loops that connect customer and seller insights back into the business. You will help determine how this capability scales over time through AI, automation, operating model innovation, partnerships, and future investment decisions.
If you are energized by building new capabilities, influencing senior leaders without direct authority, and creating repeatable systems that scale impact far beyond your own individual contribution, this role was built for you.
Key Responsibilities
Customer Excellence Narrative & Positioning (35%)
Lead the market narrative and positioning strategy for the Customer Excellence portfolio.
Responsibilities
Own positioning and messaging for Impact, Expert Services, and emerging Customer Excellence offerings
Develop differentiated value propositions, messaging frameworks, and competitive positioning strategies
Build and maintain the market narrative explaining why Impact and Expert Services matter, how they work together, and the value customers realize through both offerings.
Create compelling customer value realization stories that connect product adoption to measurable business outcomes.
Ensure Customer Excellence offerings are consistently represented across ServiceNow platform, solution, and industry narratives.
Serve as the strategic advisor for Customer Excellence messaging and positioning decisions across the organization.
Seller Enablement & Go-to-Market Strategy (25%)
Define the strategies and frameworks that enable customer-facing teams to effectively communicate Customer Excellence value.
Responsibilities
Define seller readiness and enablement strategies that improve awareness, adoption, and utilization.
Develop messaging frameworks, sales narratives, talk tracks, battlecards, and objection handling strategies.
Partner with Sales, Enablement, and Customer Excellence leadership to improve field effectiveness and consistency of message.
Support the Services transformation toward recurring revenue models through effective positioning and go-to-market strategies.
Establish measurement approaches to assess seller readiness, content utilization, and messaging adoption.
Market Intelligence & Insights (20%)
Create a scalable market intelligence capability that continuously informs strategy and prioritization.
Responsibilities
Establish a structured Voice of Customer, Voice of Field, and Voice of Services feedback model.
Synthesize customer feedback, seller insights, competitive intelligence, adoption trends, and market signals.
Conduct win/loss analysis and identify messaging gaps, competitive threats, and growth opportunities.
Create repeatable feedback loops that connect market insights to Product, Services, Customer Excellence, and Marketing stakeholders.
Translate market signals into actionable recommendations that influence strategy and investment decisions.
Customer Excellence Operating Model & Scale (20%)
Establish the operational foundation for how Customer Excellence Product Marketing works and scales.
Responsibilities
Design and evolve the Customer Excellence Product Marketing operating model.
Establish repeatable engagement frameworks across Product, Customer Excellence, Services, Sales, Enablement, and Marketing.
Define operating rhythms, governance structures, stakeholder engagement models, and decision-making frameworks.
Create scalable frameworks, templates, and best practices that increase consistency and reduce dependency on manual effort.
Build systems and workflows that enable scale through AI, automation, and leverage rather than headcount alone.
Evaluate future organizational needs and recommend investments, operating model enhancements, or resource requirements based on business impact and maturity.
Cross-Functional Leadership & Influence
Responsibilities
Operate as the connective tissue across Product, Customer Excellence, Services, Sales, and Marketing organizations.
Influence VP- and senior leader-level stakeholders without direct authority.
Drive alignment around Customer Excellence priorities, positioning, and strategic initiatives.
Establish clear ownership boundaries and engagement models across a complex stakeholder environment.
Represent Customer Excellence priorities within Product & Solutions Marketing planning and execution processes.
What This Role Owns
Impact positioning and messaging
Expert Services positioning and messaging
Customer value realization narrative
Customer Excellence messaging architecture
Competitive positioning and differentiation
Seller enablement strategy
Voice of Customer and Voice of Field insights
Market intelligence programs
Win/loss analysis
Services transformation positioning and GTM support
Customer Excellence Product Marketing operating model
What This Role Does Not Own
To maintain focus and strategic impact, this role does not own:
Product roadmap or prioritization
Product management
Service delivery methodologies
Services packaging strategy
Adoption operations
Customer success operations
NPS ownership
GRR ownership
Renewal execution
Campaign execution
Customer marketing programs
Advocacy programs
Demand generation execution
Event production and execution
Launch management
General marketing support requests
This role defines the narrative, positioning, enablement strategy, and market insights. Partner organizations execute within their respective functions.
Experience
10+ years of experience in Product Marketing, Solution Marketing, Product Strategy, Go-to-Market, or related enterprise technology roles.
Proven experience developing positioning, messaging, and go-to-market strategies for complex enterprise offerings.
Experience influencing senior executives and leading strategic initiatives in highly matrixed organizations.
Experience partnering across Product, Sales, Services, Customer Success, and Marketing organizations.

Employment type
Full-time

Work arrangement
Hybrid