Director of Industry Marketing (Telecommunications)

Join ServiceNow as the Director of Industry Marketing for Telecommunications. In this role, you will own the narrative that makes ServiceNow irreplaceable to telco buyers. You will build an AI-first marketing motion, craft narratives that connect platform and portfolio capabilities to real problems telco buying groups are solving, and drive pipeline-generating plays. You will also run an AI-embedded content engine, stay ahead of the industry, and represent ServiceNow externally.

• Own the industry narrative and 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.
• Build buyer-specific messaging tailored to distinct buyer personas, leveraging AI to generate, pressure-test, and rapidly iterate persona-specific content.
• Drive pipeline by partnering closely with product marketing, Industry Go-to-Market, and field marketing to ensure industry narratives translate into pipeline-generating plays.
• You see AI as a strategic advantage, not a productivity shortcut. You understand how to prompt for insight, how to QA AI-generated content with a sharp editorial eye, and how to build repeatable AI-assisted content systems that your whole team can use
• Deep familiarity with the telecommunications industry—either from inside a telco, a key vendor in the ecosystem, or years of focused industry marketing coverage. You know what a telecom transformation really means, and you can talk to a network ops leader without a glossary
• You've fundamentally changed how you work in the last 12 months—and AI is why. You're not experimenting with AI on the side; it's how you research industries, stress-test messaging, generate first drafts, personalize at scale, and move faster than a team twice your size. You can speak specifically to how AI has reshaped your workflow, and you're actively raising the bar for the people around you
• A sharp instinct for buyer psychology: what keeps a telco executive up at night, what gets budget approved, and what makes a message land versus get ignored
• Strong cross-functional collaboration skills; you're comfortable influencing without authority across product, sales, and demand generation teams
• Proven track record building industry or vertical marketing programs that influence pipeline—not just brand impressions
• Experience translating complex platform capabilities into crisp, compelling narratives that resonate with business buyers (not just technical audiences)
• 12+ years of experience in B2B marketing, including 3–5+ years focused on the telecommunications industry or a similar vertical-specific marketing role