Director, Industry Marketing - Insurance

We are looking for a Director of Industry Marketing to own positioning and go-to-market strategy for one of ServiceNow's highest-priority industries: Insurance.
AI is not a pilot in your industry anymore. The companies proving real, measurable business outcomes are setting the pace, and every buyer in Insurance is watching. Insurance carriers and brokers are modernizing operations and accelerating business outcomes as competitive, security, and regulatory demands intensify.
ServiceNow delivers real business outcomes across the full industry value chain. Not point solutions. Not bolt-on AI. A single platform that 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. The proof is in customer results: hours saved, cycle times cut, processes automated, and costs reduced in ways that executives can take to their boards.
This role holds the pen. You will define how the world understands ServiceNow's role in transforming Insurance, writing the narrative that maps AI-driven change across the industry value chain to the specific solutions ServiceNow delivers. You will operate at the frontier of product marketing: building message houses where none exist, shaping the industry solution map narrative, and arming a cross-functional Industry POD with the positioning and assets they need to win the most strategic accounts in the market.
What You Will Do
Own and publish the industry message house for the full ServiceNow platform in the language of your industry, including positioning for all prioritized solution areas, with quarterly updates loaded to Seismic and Claude.
Lead go-to-market strategy for your 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: corporate narratives, pitch decks, hero demos, battlecards, customer stories, and Sales Success Center pages.
Direct ServiceNow's presence at first-party events (Knowledge, Industry Expo) and own the content and engagement strategy for key third-party industry events.
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.
Use AI tools as your primary workflow across research, drafting, content iteration, and competitive intelligence. You set the standard for how this team works in an AI-native world.
To be successful in this role you have:
12+ years of B2B marketing experience, with at least 5 years focused on Insurance 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.
You make AI tools work for you every day, whether that is accelerating research, drafting faster, or keeping field content current. You are not experimenting with AI; you rely on it.
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.
JV19
For positions in this location, we offer a base pay of $173,200 - $303,100, plus equity (when applicable), variable/incentive compensation and benefits. Sales positions generally offer a competitive On Target Earnings (OTE) incentive compensation structure. Please note that the base pay shown is a guideline, and individual total compensation will vary based on factors such as qualifications, skill level, competencies, and work location. We also offer 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. Compensation is based on the geographic location in which the role is located and is subject to change based on work location.

Employment type
Full-time

Work arrangement
Yes