Senior

Senior Manager, Influencer Marketing & Amplification Lead

San Diego, United States · On-site

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

About the Role:

ServiceNow is looking for someone who lives and breathes the creator economy across every platform that matters—someone who's genuinely, unapologetically terminally online and loves it. You're internet fluent in the truest sense: you understand platform dynamics, creator ecosystems, and what makes content resonate, whether it's on LinkedIn, TikTok, Instagram, YouTube, Meta, Substack, Reddit, X, or whatever platform is emerging next.

The B2B AI influencer space is crowded with generic thought leadership and surface-level positioning—we need to differentiate by building the influencer program that proves B2B can be just as creative, culturally relevant, and engaging as any consumer brand. We need someone who gets creators, understands what makes content work, and can translate that fluency into world-class programming.

This role will drive the strategy and execution of ServiceNow's global influencer program to increase awareness, credibility and relevance. You'll own our brand and audience buyer groups' influencer program while also steering an influencer center of excellence that spans the company—supporting cross-functional teams with their own influencer activations.

You'll define what "best-in-class" looks like and build the playbook that everyone else steals. We're creating the gold standard. If that excites you, let's talk.

What You'll Do

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.
Ensure Compliance: Work with legal and compliance teams to ensure all influencer and creator content meets regulatory standards while maintaining authenticity and creative integrity.
Create Scalable Systems: Build the frameworks, processes, and toolkits that let this program grow without losing authenticity. Document what works so this becomes repeatable, not a one-person magic trick.

Qualifications

What You Need:

7+ years in influencer marketing and creator partnerships. You've built programs, not just participated in them.
Deep fluency in the creator ecosystem across platforms—LinkedIn, TikTok, Instagram, YouTube, Meta, Substack, Reddit, X, and whatever's emerging next. You know the difference between influencer clout and genuine thought leadership. You understand how platform dynamics shift, what content formats work where, and what actually drives engagement beyond vanity metrics.
Proven leadership experience—either managing teams or leading complex programs in matrixed organizations. You can rally people around a vision even when you don't have direct authority.
Comfort with AI as a force multiplier. You're already thinking about how AI can help scale research, optimize content, or uncover insights. You're an early adopter, not a skeptic, and you bring that AI-forward mindset to everything you build.
Budget management chops. You've managed multi-million dollar programs and made strategic trade-offs between influencer fees, content production, paid amplification, macro-influencers, and micro-creators.
Paid media strategy and execution. You've managed paid budgets to amplify organic content (influencer, UGC, owned content). You understand paid distribution mechanics across platforms and can optimize spend to maximize both reach and quality of engagement. You know when to pay for scale and when organic-first makes more sense.
Analytical rigor. You can build measurement frameworks, interpret data, and translate performance into executive-ready narratives.
Elite relationship-building skills. You're as comfortable negotiating with influencer agents as you are building authentic rapport with creators themselves.
That je ne sais quoi that makes creators want to work with you and ServiceNow.

Nice to Haves:

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).

For positions in this location, we offer a base pay of $133,600 - $233,800, plus equity (when applicable), variable/incentive compensation and benefits. Sales positions generally offer a competitive On Target Earnings (OTE) incentive compensation structure. Please note that the base pay shown is a guideline, and individual total compensation will vary based on factors such as qualifications, skill level, competencies, and work location. We also offer 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. Compensation is based on the geographic location in which the role is located and is subject to change based on work location.

Additional Information

Work Personas

We approach our distributed world of work with flexibility and trust. Work personas (flexible, remote, or required in office) are categories that are assigned to ServiceNow employees depending on the nature of their work and their assigned work location. Learn more here. To determine eligibility for a work persona, ServiceNow may confirm the distance between your primary residence and the closest ServiceNow office using a third-party service.

Equal Opportunity Employer

ServiceNow is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, age, disability, gender identity, veteran status, or any other category protected by law. In addition, all qualified applicants with arrest or conviction records will be considered for employment in accordance with legal requirements.

Accommodations

We strive to create an accessible and inclusive experience for all candidates. If you require a reasonable accommodation to complete any part of the application process, or are unable to use this online application and need an alternative method to apply, please contact [email protected] for assistance.

Export Control Regulations

For positions requiring access to controlled technology subject to export control regulations, including the U.S. Export Administration Regulations (EAR), ServiceNow may be required to obtain export control approval from government authorities for certain individuals. All employment is contingent upon ServiceNow obtaining any export license or other approval that may be required by relevant export control authorities.