Director, Industry Marketing - Telecommunications

Company Description

It all started when engineer Fred Luddy wrote code that automated a tedious task for his coworker, Phyllis. She cried tears of joy. That moment inspired Fred to build a company that could do that for everyone—freeing people from busywork so they could focus on meaningful work. Today, ServiceNow is the AI control tower for business reinvention. Our ServiceNow AI platform brings together any AI, any data, and any workflow— helping 85% of the Fortune 500® work smarter, faster, and better. We’re building an AI-native culture where technology and talent are unstoppable together. And we’re just getting started.

Join us to put AI to work for people.

Job Description

The Role:

Telecom is at an inflection point. Networks are getting smarter, customer expectations are outpacing legacy systems, and the pressure to monetize 5G while cutting operational costs has never been greater. This is where you come in.

As Director of Industry Marketing for Telecommunications, you’ll own the narrative that makes ServiceNow irreplaceable to telco buyers. You know this industry—its pressures, its players, its language—and you know how to translate that knowledge into messaging that stops a CTO or VP of Operations mid-scroll and makes them say, “this is exactly what I need.”

But here’s what makes this role different: you’re not just a storyteller. You’re building an AI-first marketing motion—one where AI agents, automated content workflows, and intelligent buyer signals are baked into how your team operates every day.

What You’ll Do

• 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.

<…