Senior Manager, GTM Strategy & Process Optimization

About the Role: The GTM strategy and process optimization team is the connective tissue between GTM strategy, business process design, system requirements, and execution. We design and operationalize the end-to-end process architecture that links Marketing, GBA, and Sales — owning the workflows, handoffs, data requirements, and operating rhythms that turn marketing activity into measurable pipeline.

We organize our work around five durable capabilities: process architecture, operating model and cross-functional alignment, business requirements and system enablement, data integrity, and adoption and continuous improvement. People on this team own initiatives end to end — drawing on all five capabilities — rather than owning a single function in isolation.

We are looking for a strategy and process leader who can independently own a major GTM initiative from current-state definition through requirements, data design, and adoption. You bring the maturity to align cross-functional partners around a shared path forward, and the range to move fluidly from whiteboard strategy to documented business requirements.

This role is the difference between a team that can design good processes and a team that can deliver them at scale. What You’ll Be Doing:

• Become an expert in ServiceNow Marketing and Sales processes and systems.
• Serve as the directly responsible owner for a major GTM initiative, carrying it end to end across process design, business requirements, data integrity, and adoption.
• Take ambiguous problems, ask the right questions, convene the right people, and define current and future state through structured working sessions and process design.
• Document current- and future-state processes— turning working sessions into clear, maintainable process artifacts.
• Translate process design into clear business requirements and acceptance criteria, and represent MarCom's interests within cross-functional system workstreams.
• Define the handoffs, SLAs, and rules of engagement that govern how work moves between Marketing, GBA, and Sales for each initiative.
• Partner with technical, data, and change management teams — owning the business definition and managing clean handoffs to their specialized execution via structured briefs.

In order to be successful in this role, we need someone who has:

• BA/BS in Marketing, Business, or a related field.
• 10+ years of experience in B2B Marketing functions; marketing operations and process management a plus.
• Proven track record implementing and optimizing processes in complex, cross-functional environments — ideally connecting marketing, sales, and operations.
• Hands-on experience documenting business processes at L1–L3 using Miro, Lucidchart, or equivalent tools.
• Demonstrated experience writing business requirements and acceptance criteria, and partnering with technical teams through build and UAT.
• Demonstrated experience leading cross-functional projects involving significant change management.
• Ability to translate business strategy into operational requirements.
• The ability to move fluidly from whiteboard strategy to documented business

requirements — equally comfortable framing the problem and specifying the solution.

• A passion for data and analysis, with curiosity to get to the root of a problem and solve it.
• A collaborative, flexible operating style — you bring people along, adapt as the path evolves, and align rather than dictate. For positions in this location, we offer a base pay of $139,900 - $244,800 , 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.

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.