Digital Experience Lead

About the Job ServiceNow's Digital Experience Strategy team operates at the intersection of product strategy and marketing—where you define what gets built and why. This is pure product strategy: vision, direction, and strategic thinking that shapes digital experiences for a global enterprise AI leader. As a Digital Experience Strategy Lead, you'll own the structural foundation and site vision that makes everything else work. ServiceNow's site has grown to hundreds of pages across 50+ products. You'll help define the new vision for the site, then rationalize the complexity—consolidating content, streamlining navigation, establishing IA and tagging standards that enable findability, engagement, and personalization. You'll also define gating strategy and partner with Digital Experience Strategists to create the personalization roadmap—determining how the site adapts based on buying group, industry, company size, and engagement level. What You Bring You're a strategist who thinks holistically about site vision, structure, and how tagging enables personalization at scale. You've cleaned up messy digital properties before—consolidating content, rationalizing navigation, establishing systems that actually work. You're deeply curious and research-driven—you lean into UX research to guide decisions, identify gaps, and design studies to fill them. You use data and insights rather than opinions to build consensus. You know how to say "no" to new page requests and advocate for working within the system. You have an eye for clarity and hold teams to standards. You're collaborative but push back when needed—especially when marketing wants to add "just one more page" or skip proper tagging. You're motivated by bringing order to chaos, building foundations that enable scale, and shaping site vision that transforms how the organization shows up digitally. Responsibilities Shape Site Vision & Information Architecture: Partner on defining the new vision for servicenow.com—what it should become as we simplify and modernize Audit and consolidate site content—reduce page sprawl, eliminate duplicates, establish clear hierarchy and flow Redesign navigation and key pages to improve discoverability and reduce friction based on research and behavioral data Define taxonomy, metadata, and tagging standards that enable content to be dynamically surfaced by buying group, persona, and journey stage Create IA principles and governance frameworks that prevent future bloat Establish Tagging & Content Systems: Design tagging strategy and metadata schemas critical for personalization—without proper tagging, personalization cannot work Define content classification systems that enable dynamic experiences (buying group, persona, journey stage, industry tags) Establish governance for content tagging and quality control Partner with Digital Product Managers and martech teams to ensure tagging infrastructure supports personalization Define Gating Strategy: Establish gating principles: when to use forms, when to ungate content, how to balance lead capture with buyer experience Define ungating approach for educational content and measure impact on engagement Partner with Marketing Operations on form design and lead capture strategy Enable Personalization: Partner with Digital Experience Strategists to define how the site adapts based on buyer signals Establish personalization rules and logic that enable dynamic content and navigation Design personalization roadmap from foundational use cases to advanced buying group orchestration Drive with Research & Data: Lean into UX research on navigation, findability, content needs, and buyer behavior Use analytics, search data, and behavioral insights to identify pain points and opportunities Partner with Experimentation and Analytics to measure impact and establish measurement frameworks Partner Cross-Functionally: Collaborate with Product Marketing, buying group strategists, product launch stra ... (truncated, view full listing at source)