Senior Manager, Influencer Marketing & Amplification Lead

About the Role: ServiceNow is looking for someone who lives and breathes the creator economy across every platform that matters—someone who's genuinely, unapologetically terminally online and loves it. You're internet fluent in the truest sense: you understand platform dynamics, creator ecosystems, and what makes content resonate, whether it's on LinkedIn, TikTok, Instagram, YouTube, Meta, Substack, Reddit, X, or whatever platform is emerging next. The B2B AI influencer space is crowded with generic thought leadership and surface-level positioning—we need to differentiate by building the influencer program that proves B2B can be just as creative, culturally relevant, and engaging as any consumer brand. We need someone who gets creators, understands what makes content work, and can translate that fluency into world-class programming. This role will drive the strategy and execution of ServiceNow's global influencer program to increase awareness, credibility and relevance. You'll own our brand and audience buyer groups' influencer program while also steering an influencer center of excellence that spans the company—supporting cross-functional teams with their own influencer activations. You'll define what "best-in-class" looks like and build the playbook that everyone else steals. We're creating the gold standard. If that excites you, let's talk. What You'll Do Build and Steward the Center of Excellence: Establish and manage ServiceNow's influencer center of excellence—creating frameworks, best practices, toolkits, and measurement standards that cross-functional teams (talent brand, ServiceNow University, etc.) can leverage for their own influencer initiatives. Serve as the connector across all influencer programs company-wide, ensuring strategic alignment, efficiency, and shared learnings. Own Brand Influencer Strategy: Build and execute ServiceNow's always-on global influencer program rooted in authentic, long-term creator relationships and audience engagement. Reach enterprise buyers where they spend time, test new approaches, and identify what drives real business outcomes (not just vanity metrics). Develop a portfolio of creator partnerships that sustain ongoing visibility, expand reach, and support product adoption across global markets. Align influencer programming with product launches, strategic initiatives, and growth strategies. Enable Global and Regional Execution: Own the global influencer strategy and framework while partnering with regional marketing teams to enable local execution. Provide the tools, insights, and best practices that allow regional teams to activate influencer programs that are culturally relevant and locally resonant. Identify Creative Opportunities: Own the creative vision for influencer activations—from social-first content to guerrilla marketing moments. Develop compelling creative briefs that inspire great work. Know when to go big with a tentpole activation and when a simple co-created LinkedIn post will do more. Partner with agency partners and creative teams to develop campaigns that feel native to each platform and authentic to each creator's voice. Cultivate Authentic Relationships: Build a network of influencers, creators, and customer advocates who genuinely want to work with us—not because we pay well (though we do), but because they believe in what we're doing. Focus on long-term partnerships over transactional one-offs. Own Influencer Content Amplification Strategy: Define and execute the paid amplification strategy for influencer content to maximize reach, engagement, and business impact. Manage the paid budget allocation for boosting creator-produced content across LinkedIn, Meta, TikTok, YouTube, and emerging platforms. Test and optimize paid distribution formats—from sponsored posts to paid amplification partnerships—to extend organic reach while maintaining authenticity. Work cross-functionally with the paid media team to ensure influencer content gets the media support it dese