Responsibilities

• Build and Steward the Center of Excellence: Establish and manage ServiceNow's influencer center of excellence—creating frameworks, best practices, toolkits, and measurement standards that cross-functional teams (talent brand, ServiceNow University, etc.) can leverage for their own influencer initiatives. Serve as the connector across all influencer programs company-wide, ensuring strategic alignment, efficiency, and shared learnings.
• Own Brand Influencer Strategy: Build and execute ServiceNow's always-on global influencer program rooted in authentic, long-term creator relationships and audience engagement. Reach enterprise buyers where they spend time, test new approaches, and identify what drives real business outcomes (not just vanity metrics). Develop a portfolio of creator partnerships that sustain ongoing visibility, expand reach, and support product adoption across global markets. Align influencer programming with product launches, strategic initiatives, and growth strategies.
• Enable Global and Regional Execution: Own the global influencer strategy and framework while partnering with regional marketing teams to enable local execution. Provide the tools, insights, and best practices that allow regional teams to activate influencer programs that are culturally relevant and locally resonant.
• Identify Creative Opportunities: Own the creative vision for influencer activations—from social-first content to guerrilla marketing moments. Develop compelling creative briefs that inspire great work. Know when to go big with a tentpole activation and when a simple co-created LinkedIn post will do more. Partner with agency partners and creative teams to develop campaigns that feel native to each platform and authentic to each creator's voice.
• Cultivate Authentic Relationships: Build a network of influencers, creators, and customer advocates who genuinely want to work with us—not because we pay well (though we do), but because they believe in what we're doing. Focus on long-term partnerships over transactional one-offs.
• Own Influencer Content Amplification Strategy: Define and execute the paid amplification strategy for influencer content to maximize reach, engagement, and business impact. Manage the paid budget allocation for boosting creator-produced content across LinkedIn, Meta, TikTok, YouTube, and emerging platforms. Test and optimize paid distribution formats—from sponsored posts to paid amplification partnerships—to extend organic reach while maintaining authenticity. Work cross-functionally with the paid media team to ensure influencer content gets the media support it deserves and connects to broader campaign performance. Track paid amplification ROI by content type, creator tier, platform, and campaign to inform budget reallocation and creative optimization.
• Manage Agency Partnerships: Own relationships with key agency partners. Lead strategic briefings, align on campaign objectives, and partner with agencies to identify and execute optimizations across influencer campaigns—from interviews and masterclasses to emerging content formats and platform experiments.
• Partner on Product Strategy: Collaborate with product marketing to understand product messaging, launches, and education initiatives—leveraging these insights to inform influencer strategy and identify the right creators to amplify key product narratives.
• Drive Performance and Measurement: Define what success looks like in both organic influencer engagement and paid amplification efficiency—tracking earned media value (EMV), cost-per-reach, engagement rates, and downstream business outcomes (leads, pipeline attribution, sales influence). Build measurement frameworks that separately assess organic performance and paid amplification performance, then analyze the interaction effect (how paid distribution of organic content compounds reach and brand lift). Use data to tell stories about impact.
• Stay Ahead of the Curve: Monitor trends across business, tech, culture, and social media to inform proactive, culturally relevant activations. Test emerging platforms and creative formats. Be the person who flags when we need to try something new before everyone else does it.

Requirements

• 7+ years in influencer marketing and creator partnerships. You've built programs, not just participating in them.

Preferred

• Existing relationships with enterprise tech influencers or LinkedIn creators.
• Experience in AI/emerging tech.
• A proven track record of doing something innovative in influencer marketing that made people go "wait, you can do that?"
• Experience working with legal and compliance on creator partnerships (you've successfully argued why something is worth the risk).
• Experience building measurement models that connect paid amplification spend to downstream business outcomes (brand lift, demand gen, product adoption).

Benefits

• 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.