Director, Industry Marketing - Telecommunications

The Role: Telecom is at an inflection point. Networks are getting smarter, customer expectations are outpacing legacy systems, and the pressure to monetize 5G while cutting operational costs has never been greater. This is where you come in. As Director of Industry Marketing for Telecommunications, you'll own the narrative that makes ServiceNow irreplaceable to telco buyers. You know this industry—its pressures, its players, its language—and you know how to translate that knowledge into messaging that stops a CTO or VP of Operations mid-scroll and makes them say, "this is exactly what I need." But here's what makes this role different: you're not just a storyteller. You're building an AI-first marketing motion—one where AI agents, automated content workflows, and intelligent buyer signals are baked into how your team operates every day. What You'll Do Own the industry narrative. 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 right now: network operations transformation, BSS/OSS modernization, field service efficiency, and customer experience reinvention. Use AI to accelerate your industry research, synthesize competitive signals, and stress-test your messaging before it ever hits a sales deck. Build buyer-specific messaging. Architect messaging tailored to distinct buyer personas—CIO, COO, Chief Network Officer, VP of Customer Operations—that moves from "we have a problem" to "ServiceNow is the answer." Leverage AI to generate, pressure-test, and rapidly iterate persona-specific content so your team ships more, faster, without sacrificing quality. Set the AI-first standard across the team. Model what it looks like to use AI tools as a core part of the marketing workflow, not a nice-to-have. Coach your colleagues on how to build repeatable, AI-assisted content systems that scale your output and raise the quality bar across the board. Drive pipeline, not just awareness. Partner closely with product marketing, Industry Go-to-Market, and field marketing to ensure industry narratives translate into pipeline-generating plays. Run an AI-embedded content engine. Build thought leadership, executive briefs, event programming, and digital assets where AI is embedded in how content gets researched, drafted, personalized, and distributed. The expectation isn't just that you use AI—it's that your team can't imagine working without it. Stay ahead of the industry. Track BSS/OSS players, hyperscaler partnerships, industry ecosystem dynamics, and the competitive landscape so your messaging is always credible and current. Use AI-powered listening and synthesis tools to monitor signals at a pace that would be impossible manually. Represent ServiceNow externally. Show up at industry events, analyst briefings, and customer forums as a credible voice on telco transformation—and on what AI-powered marketing looks like in practice. Why This Matters Telcos are running some of the most complex operations on the planet—millions of customers, thousands of field technicians, aging infrastructure, and a mandate to transform while the lights stay on. The right narrative doesn't just win deals. It shifts how an entire industry thinks about what's possible. That's the opportunity in front of you.

To be successful in this role you have: 12+ years of experience in B2B marketing, including 3–5+ years focused on the telecommunications industry or a similar vertical-specific marketing role. 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. Proven track record building industry or vertical marketing programs that influence pipeline—not just brand impressions. A sharp instinct for buyer psychology: what keeps a telco executiv