Senior Manager, Web Experience

Role Overview

• Define the overall content strategy and web page experience approach for ServiceNow.com, ensuring alignment with marketing campaigns, product positioning, brand messaging, and customer journey objectives.
• Establish best practices for web content planning, audience targeting, page optimization, conversion tactics, personalization strategies, and A/B testing methodologies.
• Work with Product Management teams who own the underlying CMS and design system platforms, providing business requirements for capabilities needed to support content goals.
• Drive innovation in how ServiceNow.com engages audiences through content, messaging, layout, personalization, and interactive experiences.
• Establish frameworks for measuring web page performance including engagement metrics, conversion rates, content effectiveness, and campaign impact.
• Guide the team in designing and executing testing strategies (A/B tests, multivariate tests, personalization experiments) to continuously improve performance.
• Review analytics and test results with the team to identify optimization opportunities and scale successful approaches across the site.
• Champion a culture of experimentation, data-driven decision making, and continuous improvement.
• Lead, mentor, and develop a team of Web Experience Managers with diverse areas of ownership.
• Provide expert coaching on digital marketing best practices, web content strategy, testing methodologies, conversion optimization, audience segmentation, and customer journey mapping.
• Conduct performance management, career development planning, and capability building for all team members.
• Build team expertise in emerging areas such as AI-driven personalization, dynamic content, and advanced audience targeting.
• Oversee the planning, prioritization, and delivery of web page initiatives, ensuring they support marketing campaigns, product launches, and business objectives.
• Establish operational workflows and governance processes that enable efficient partnership between Web Experience Managers and cross-functional stakeholders.
• Review and approve major web page launches, content strategies, testing plans, and personalization approaches to ensure quality, brand consistency, and marketing effectiveness.
• Serve as the primary escalation point for web experience decisions, content trade-offs, and stakeholder alignment.
• Build strong relationships with senior leaders across Product Management, Product Marketing, Integrated Marketing, Field Marketing, Brand, and Corporate Communications.
• Communicate web content strategy, campaign performance, optimization insights, and recommendations to marketing leadership.
• Represent the web experience function in marketing planning discussions, campaign kickoffs, and go-to-market reviews.
• Advocate for customer needs and web best practices while balancing marketing objectives, brand requirements, and technical constraints.

Requirements

• 10+ years of experience in digital marketing, web content strategy, or web experience management, with at least 3+ years in a people leadership role.
• Proven track record of defining and executing web content strategies that drive measurable marketing outcomes (lead generation, conversion, engagement, brand awareness).
• Deep expertise in web optimization and conversion rate optimization (CRO), including A/B testing, multivariate testing, personalization, and user testing methodologies.
• Strong understanding of content strategy, messaging hierarchy, customer journey mapping, and how web content supports marketing funnels.
• Experience leading high-performing marketing or digital experience teams with demonstrated ability to mentor professionals at various experience levels.
• Exceptional stakeholder management skills with ability to influence marketing leaders and align cross-functional teams.
• Analytical mindset with strong ability to interpret web analytics, translate data into insights, and make recommendations that improve marketing performance.
• Excellent communication skills, capable of articulating content strategies and optimization recommendations to marketing leaders and creative partners.
• Extensive experience using web content management systems for planning, creating, and publishing web content—Adobe Experience Manager (AEM Sites) strongly preferred.
• Expert-level knowledge of web analytics platforms (Adobe Analytics preferred) and testing/optimization platforms (Adobe Target preferred).
• Understanding of marketing automation platforms (e.g., Marketo), SEO best practices, web accessibility standards (WCAG), and personalization strategies.
• Awareness of AI-driven content capabilities and emerging marketing technologies.
• B2B enterprise or SaaS marketing experience strongly preferred.
• Experience managing web content for global, multi-regional marketing campaigns.
• Background supporting product launches, major marketing campaigns, and executive-level announcements through web channels.

Tech Stack

• AEM
• ServiceNow

Benefits

• health plans
• flexible spending accounts
• 401(k) Plan with company match
• ESPP
• matching donations
• flexible time away plan
• family leave programs