Director, SEO & AEO

ServiceNow's Digital Experience organization is seeking a strategic and decisive Director of SEO and AI-Optimized Search (AEO) to build and lead a world-class search optimization function. In this role, you will own the SEO and AEO strategy, lead a talented team, and establish the organizational discipline and infrastructure that makes search optimization a competitive advantage—not an afterthought. You will arbitrate between stakeholder demand and data-driven signals, drive strategic alignment with leadership across the organization, and build the systems and automation that scale search optimization across all of ServiceNow.com. The ideal candidate brings proven SEO and AEO leadership experience, deep understanding of search marketing and LLM optimization, and the ability to navigate complex organizational dynamics. You must be comfortable designing for automation and systems thinking—you're building infrastructure for the future, not advisory committees for the present. You thrive in ambiguity, move fast, and have a track record of establishing organizational capability and operational rigor. Responsibilities SEO & AEO Strategy, Roadmap & Alignment Define and execute the SEO and AEO strategy and roadmap aligned to ServiceNow's business priorities and content discovery opportunities across all web surfaces (product pages, buying group content, community, developer resources, etc.). Arbitrate between stakeholder content requests and search data to establish disciplined content priorities. Drive alignment with leadership on messaging hierarchy, discovery strategy, and content investment decisions. Establish clear performance targets for organic visibility, rankings, AEO performance, and content discoverability. Own quarterly business reviews on SEO/AEO outcomes and progress against strategic goals. Stay abreast of industry trends in SEO, AEO, LLM optimization, and emerging search/discovery mechanisms. Evolve strategy as the search landscape changes. Infrastructure, Automation & Orchestration Build and oversee the technical and operational infrastructure that embeds SEO/AEO validation into the content production workflow. Own integrations with SERP data tools, Google Search Console, competitive intelligence platforms, and AirOps to ensure SEO signals flow into page creation and optimization in real time. Design SEO validation gates in the page-production workflow so content is optimized during creation, not after deployment. Establish the logic that feeds performance signals and recommendations into content orchestration. Lead the enablement of marketing teams (Product Marketing, Integrated Marketing, etc.) to self-serve content creation at scale using AirOps and other tools, with built-in SEO guardrails. Team Leadership, Development & Execution Lead and develop a high-performing SEO/AEO team comprising specialists in performance analytics, technical automation/integrations, content operations, and LLM optimization. Set clear goals, provide coaching, and build organizational capability in search and discovery. Own quarterly planning, performance management, and career development for all direct reports. Build a culture of data-driven decision making and continuous optimization. Partner with Studio (UX, copywriting, design), Publishing, Localization, and Web Experience Management to ensure SEO strategy is operationalized across the full page-production lifecycle. Cross-Functional Leadership & Communication Serve as the organizational authority on search discovery and optimization strategy. Build and maintain executive relationships across Product Management, Product Marketing, Integrated Marketing, Field Marketing, and Corporate Communications. Communicate SEO/AEO strategy, performance insights, and recommendations to leadership. Represent the search function in marketing planning, campaign kickoffs, and stakeholder reviews. Drive adoption of SEO best practices and discipline across the organization. Push back on content decisio