Director, Audience Planning

<p>The Director, Audience&#xa0;Planning&#xa0;is responsible for&#xa0;building, managing, and scaling the new Audience Planning capability at ServiceNow.&#xa0;This strategic leadership role&#xa0;establishes&#xa0;the foundation for all marketing programs by transforming how we source, interpret, and activate&#xa0;audience&#xa0;insights to&#xa0;engage&#xa0;buying&#xa0;groups&#xa0;and&#xa0;drive measurable business outcomes.&#xa0;<br> &#xa0;<br> This role leads the Global Center of Excellence and directs execution for the Americas, while providing the strategic framework that informs regional audience adaptations.&#xa0;Leading a Buyer Group-focused organization, this group of strategists&#xa0;define&#xa0;the "why" and "who" for all GTM programs. They are the primary strategic partner to leaders across integrated marketing, as well as the Activation &amp; Experience functions (Media, Email, Experience, and Discovery).&#xa0;</p><p><strong>Key Outputs:&#xa0;</strong></p><ul><li>Buying Group Intelligence:&#xa0;Signals, intent data, and engagement metrics that inform targeting and personalization strategies&#xa0;</li><li>Persona &amp; Account Insight Profiles:&#xa0;Deep understanding of decision-makers, influencers, and stakeholders within target accounts&#xa0;</li><li>Research Aggregation &amp; Testing:&#xa0;Synthesis of primary and secondary research to&#xa0;validate&#xa0;assumptions and inform strategy&#xa0;</li><li>Ideal Customer Profiles:&#xa0;Comprehensive profiles including firmographics, technographics, behavioral patterns, and psychographic attributes&#xa0;</li><li>Holistic Marketing Channel Strategy by Buying Group:&#xa0;Integrated approach across paid, earned, and owned channels tailored to each buyer group's preferences and behaviors&#xa0;</li><li>Journey Flow:&#xa0;Strategic model defining roles and sequencing of channels across the entire customer journey (channel mix and customer journey orchestration)&#xa0;</li><li>Annual Audience Data Roadmap:&#xa0;Defined requirements for the&#xa0;MarTech/AdTech stack (CDP/intent tools) needed to support the strategy.&#xa0;</li><li>Executive Briefings on Buyer Group Strategy:&#xa0;High-level narrative presentations on macro trends and audience shifts for the CMO/SLT.&#xa0;</li><li>Functional Readiness Assessment:&#xa0;Reports confirming that regional and activation teams are ready to execute the new strategy.&#xa0;</li><li>Synthetic Intelligence Strategy:&#xa0;The strategic roadmap for how AI simulation is applied to GTM planning and testing.&#xa0;</li></ul><p><strong>Responsibilities:&#xa0;</strong></p><ul><li>Define and Govern the Insight &amp; Audience Planning Methodology&#xa0;for the organization, setting the global standard for mixed-methods research, data triangulation, and persona development.&#xa0;</li></ul><ul><li>Lead the ongoing development of audience, customer and marketplace trends and insights&#xa0;that provide foundational understanding that can inform buyer group specific as well as product and innovation decision making.&#xa0;</li></ul><ul><li>Lead, mentor, and grow a high-performing team of global and regional audience strategists.&#xa0;</li></ul><ul><li>Define and Own the Audience Data Governance and Quality&#xa0;for the strategy team, ensuring outputs (e.g., Persona Insight Profiles, Audience Architecture) are consistent,&#xa0;accurate, and actionable across the entire marketing organization.&#xa0;</li></ul><ul><li>Oversee the development and governance of the firm-wide&#xa0;Audience&#xa0;Architecture,&#xa0;ensuring Buyer Groups are augmented with high-value data and insights to become precise, addressable audiences with clear qual/quant and psychographic profiles.&#xa0;</li></ul><ul><li>Own the&#xa0;Connection Strategy&#xa0;framework,&#xa0;establishing&#xa0;the&#xa0;methodology&#xa0;for defining "which channels, why, and in what sequence" to engage audiences.&#xa0;</li></ul><ul><li>Establish a strong, clear&#xa0;partnership&#xa0;with the Data &amp; Analytics tea ... (truncated, view full listing at source)