VP, Head of Marketing Analytics

Summary

Join ServiceNow as VP, Head of Marketing Analytics to lead the data-driven marketing efforts. You will drive insights, providing real-time visibility into marketing performance. Responsibilities include unifying marketing data, defining key performance indicators (KPIs), leading attribution and full-funnel visibility, developing buying group models, championing AI, collaborating cross-functionally, scaling insights, leading a high-performance team, and influencing C-suite decisions. The ideal candidate possesses thorough subject matter expertise in marketing metrics and models, deep experience in data architecture and attribution, a proven track record deploying AI/ML in marketing, and strong command of relevant technologies. Executive presence and a strategic mindset are essential. The role offers the opportunity to shape the future of marketing at ServiceNow and make a significant impact on the company's success.

Requirements

• Thorough subject matter expertise in the metrics, models, and methods that drive modern marketing performance
• Deep experience in data architecture, attribution, funnel modeling, and performance frameworks
• Proven track record deploying AI/ML in marketing—from forecasting to optimization to anomaly detection. And an insatiable curiosity for what the world comes up with next
• Strong command of Snowflake, Adobe Experience Cloud, ServiceNow, and modern BI platforms (e.g., PowerBI) or similar technologies
• Executive presence and strategic mindset—able to guide investment and influence cross-functional decisions
• A buying group mindset, and the data models to support it

Responsibilities

• Unify the data backbone of Marketing
• Centralize all marketing analytics functions into a single, accountable team—focused on speed, clarity, and strategic impact
• Define and own the metrics that matter
• Establish the “true north” KPIs for Marketing and each function within it—ensuring every leader, region, and program is aligned on what success looks like and how we measure it
• Lead attribution and full-funnel visibility
• Own our end-to-end measurement architecture, including multi-touch attribution, MMM, lead scoring, campaign performance, pipeline diagnostics, and marketing impact
• Model how buying really happens
• Develop segmentation, journey, and buying group models that reflect how modern enterprise decisions are made—across personas, channels, and touchpoints
• Champion AI as a growth and capacity engine
• Be the primary driver of making Marketing an AI-native, data-driven organization. Define and prioritize AI use cases across the funnel, work across teams to make them real, and drive adoption at every level
• Win as a team
• Work cross-functionally with enterprise Data & Analytics, Sales, Finance, and other stakeholders to ensure shared definitions, connected systems, and an enterprise-wide view of marketing’s impact
• Scale insight across the marketing organization
• Design and scale an analytics model that equips regional and functional marketing teams with the right data and self-serve insights to make confident decisions—while maintaining enterprise alignment
• Lead a high-performance team
• Hire and develop world-class talent across data science, marketing analytics, and business insight. Build a culture grounded in accuracy, transparency, and velocity
• Influence at the highest levels
• Serve as the CMO and Marketing Leadership Team’s strategic partner. Guide the business with facts—not opinions