Responsibilities

• Own the industry narrative. Define ServiceNow's point of view for Telecom—crafting narratives that connect platform and portfolio capabilities to the real problems telco buying groups are solving right now: network operations transformation, BSS/OSS modernization, field service efficiency, and customer experience reinvention. Use AI to accelerate your industry research, synthesize competitive signals, and stress-test your messaging before it ever hits a sales deck.
• Build buyer-specific messaging. Architect messaging tailored to distinct buyer personas—CIO, COO, Chief Network Officer, VP of Customer Operations—that moves from "we have a problem" to "ServiceNow is the answer." Leverage AI to generate, pressure-test, and rapidly iterate persona-specific content so your team ships more, faster, without sacrificing quality.
• Set the AI-first standard across the team. Model what it looks like to use AI tools as a core part of the marketing workflow, not a nice-to-have. Coach your colleagues on how to build repeatable, AI-assisted content systems that scale your output and raise the quality bar across the board.
• Drive pipeline, not just awareness. Partner closely with product marketing, Industry Go-to-Market, and field marketing to ensure industry narratives translate into pipeline-generating plays.
• Run an AI-embedded content engine. Build thought leadership, executive briefs, event programming, and digital assets where AI is embedded in how content gets researched, drafted, personalized, and distributed. The expectation isn't just that you use AI—it's that your team can't imagine working without it.
• Stay ahead of the industry. Track BSS/OSS players, hyperscaler partnerships, industry ecosystem dynamics, and the competitive landscape so your messaging is always credible and current. Use AI-powered listening and synthesis tools to monitor signals at a pace that would be impossible manually.
• Represent ServiceNow externally. Show up at industry events, analyst briefings, and customer forums as a credible voice on telco transformation—and on what AI-powered marketing looks like in practice.

Requirements

• 12+ years of experience in B2B marketing, including 3–5+ years focused on the telecommunications industry or a similar vertical-specific marketing role.
• Deep familiarity with the telecommunications industry—either from inside a telco, a key vendor in the ecosystem, or years of focused industry marketing coverage. You know what a telecom transformation really means, and you can talk to a network ops leader without a glossary.
• Proven track record building industry or vertical marketing programs that influence pipeline—not just brand impressions.
• A sharp instinct for buyer psychology: what keeps a telco executive up at night, what gets budget approved, and what makes a message land versus get ignored.
• Experience translating complex platform capabilities into crisp, compelling narratives that resonate with business buyers (not just technical audiences).
• You've fundamentally changed how you work in the last 12 months—and AI is why. You're not experimenting with AI on the side; it's how you research industries, stress-test messaging, generate first drafts, personalize at scale, and move faster than a team twice your size. You can speak specifically to how AI has reshaped your workflow, and you're actively raising the bar for the people around you.
• You see AI as a strategic advantage, not a productivity shortcut. You understand how to prompt for insight, how to QA AI-generated content with a sharp editorial eye, and how to build repeatable AI-assisted content systems that your whole team can use.
• Strong cross-functional collaboration skills; you're comfortable influencing without authority across product, sales, and demand generation teams.