Responsibilities

• Own the overall conversion optimization strategy for ServiceNow.com, ensuring web experiences effectively drive buying decisions and quality lead generation across the customer lifecycle.
• Partner with Homepage, Product & Solution Pages, Customer Stories, and other Web Experience Managers to identify and implement conversion improvements across their respective areas.
• Design and execute comprehensive testing strategies (A/B tests, multivariate tests, personalization experiments) focused on conversion rate improvement across key user journeys.
• Leverage AI-driven personalization and interactive experiences to deliver relevant content and calls-to-action that guide visitors toward meaningful engagement.
• Optimize form experiences, demo request flows, contact sales paths, and other conversion touchpoints to reduce friction and improve completion rates.
• Apply behavioral analytics, user testing, and data insights to continuously improve conversion performance across the site.
• Own conversion-related performance metrics including conversion rates, form completion rates, lead quality scores, and influenced pipeline.
• Define and own the content gating strategy for ServiceNow.com, balancing lead capture objectives with reduced friction and easy education about our platform.
• Establish frameworks for when to gate content and when not to gate, ensuring prospects can learn about ServiceNow seamlessly while capturing interest at optimal moments in their journey.
• Partner with Demand Generation, Integrated Marketing, and Content teams to align gating strategy with campaign objectives and content types (reports, guides, tools, webinars, etc.).
• Test and optimize gated content experiences, forms, and progressive profiling approaches to maximize both lead volume and lead quality.
• Monitor gating performance and adjust strategy based on data, ensuring alignment with lead generation goals and user experience principles.
• Drive growth initiatives across the complete customer lifecycle, including prospect acquisition, customer retention, expansion, and adoption.
• Develop web experiences that help existing customers realize value from their current platform and products, discover new capabilities, and adopt new features.
• Create personalized pathways for existing customers to explore additional products, understand new releases, and deepen platform utilization.
• Partner with Product Marketing and Customer Marketing to translate product launches, feature releases, and customer success initiatives into effective web experiences.
• Balance acquisition-focused conversion tactics with retention and expansion strategies to support full-funnel business objectives.
• Lead a culture of experimentation and continuous improvement, promoting data-informed creativity across conversion and growth initiatives.
• Design rigorous tests with clear hypotheses, success metrics, and statistical validity to ensure learnings drive meaningful improvements.
• Analyze test results using Adobe Analytics and Adobe Target, translating findings into actionable recommendations for the broader web experience team.

Benefits

• health plans
• 401(k) Plan with company match
• ESPP
• matching donations
• a flexible time away plan and family leave programs
• Work personas (flexible, remote, or required in office) are categories assigned to employees depending on work and location.

Nice to have

• B2B enterprise or SaaS marketing experience strongly preferred.
• Experience working closely with Demand Generation and Marketing Operations teams to optimize lead generation programs.
• Background in growth marketing with focus on full customer lifecycle, not just acquisition.
• Experience implementing AI-powered personalization and targeting strategies.
• Knowledge of customer journey mapping, behavioral segmentation, and lifecycle marketing.