Responsibilities

• Develop and stress-test brand positioning, architecture, and competitive strategy across ServiceNow's portfolio and business functions, informed by primary research, market data, and competitive analysis.
• Conduct audience research and buyer insight analysis across key personas and buying groups—including IT, HR, Customer Service, and Security & Risk—to understand their priorities, decision-making criteria, and how ServiceNow is perceived.
• Build strategic frameworks that guide brand decisions: brand architecture models, category definitions, competitive positioning maps, and persona-based strategy documents.
• Support brand measurement and health tracking— interpreting brand trackers, correlating findings with other sources and translating metrics into strategic recommendations for leadership.
• Competitive intelligence analysis, including positioning research, messaging analysis, and landscape mapping that informs our strategic differentiation.
• Support M&A integration and acquisition strategy through brand architecture assessment, equity evaluation, and integration recommendations.
• Use primary research (surveys, interviews, focus groups), secondary sources (analyst reports, market data), and campaign performance data to validate and evolve strategy.
• Experiment with AI tools that accelerate research synthesis, competitive analysis, and strategic modeling, sharing findings and best practices with the team.
• Support the existing team with ongoing programs and initiatives

Requirements

• Several years of experience in brand strategy, communications planning, or insights development—at an agency, consultancy, or in-house marketing function. B2B enterprise experience preferred.
• Demonstrated experience developing brand positioning, architecture strategies, or competitive positioning frameworks grounded in research and market analysis.
• Strong capability in audience research and insight development—designing research, analyzing findings, and translating insights into strategic recommendations.
• Solid understanding of brand measurement, tracker design, and how to interpret brand health metrics to inform strategy.
• Ability to synthesize complex market, competitive, and customer data into clear strategic recommendations for leadership.
• Excellent written and verbal communication skills—you can distill complex analysis into compelling strategy documents and present recommendations with confidence to senior leaders.
• Comfort designing and interpreting primary research (surveys, interviews) and working with research methodologies.
• Intellectual curiosity about competitive landscapes, market trends, and category dynamics—you read widely and think strategically about how markets shift.
• Curiosity about AI and enthusiasm for using new tools to enhance research, analysis, and strategic thinking.
• An eagerness to develop expertise, contribute to cross-functional strategic discussions, and raise the bar on brand strategy rigor.

Benefits

• 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.