Overview In this role, you will own the Defense industry's marketing strategy and messaging for ServiceNow's platform. You'll define credible narratives that connect AI-enabled capabilities to defense outcomes, guiding cross-functional teams to win strategic accounts. You'll translate buyer dynamics and industry trends into executable GTM plans and assets, shaping the industry solution map. The role blends strategic storytelling with field enablement and event-focused demand generation, all within an AI-native, values-driven culture. You'll operate at the frontier of product marketing to accelerate adoption and business results.
Compensation / Benefits- health plans
- 401(k) with company match
- ESPP
- flexible time away plan
- family leave programs
- equity where applicable
Responsibilities- Own the industry message house and prioritize solution-area positioning for Defense, with updates to Seismic and Claude
- Lead go-to-market planning for the Defense industry within the cross-functional Industry POD
- Own the Marketing BOM for prioritized industry solutions (narratives, decks, demos, battlecards, customer stories, Sales Success Center pages)
- Shape ServiceNow's presence at first- and third-party industry events and manage content/engagement strategy
- Collaborate with Demand Gen and Field Marketing to drive measurable pipeline with ROI tracking and OKRs
- Translate platform/AI innovations (Now Assist, AI agents) into customer-value narratives and outcomes
- Drive field adoption through enablement programs and seller certifications
- Leverage AI tools for research, drafting, content iteration, and competitive intelligence
Key requirements- 12+ years in B2B marketing, with 5+ years in Defense within enterprise software or tech
- Deep defense industry knowledge: buyer personas, executive priorities, AI buying cycles, competitive dynamics
- Proven track record building message houses and narratives that link platform capabilities to outcomes and pipeline
- Strong executive presence and written communication for customers, analysts, and internal stakeholders
- Outcome-oriented mindset with track record in awareness, pipeline, and BOM coverage
- Experience launching or driving results from first-party and third-party industry events
- Willingness to travel up to 20%
- executive presence
- cross-functional collaboration
- data-driven decision making
- AI-enabled research
- content iteration
- competitive intelligence
