Senior Manager, Social Strategist

About the Role: You track culture before it surfaces in a brief. You have strong opinions about what makes content work on a platform, and you understand how audiences truly behave—how they form communities, participate in conversations, and move between discovery and action. You bring craft to strategy: your briefs sharpen the problem, your frameworks drive execution, and your thinking gives creative and community teams somewhere real to go. ServiceNow's social presence is where we reach enterprise buyers across the platforms where they're actually present—Meta, LinkedIn, YouTube, TikTok, X, and emerging channels. We're building an always-on social program rooted in authentic storytelling, cultural relevance, and genuine community engagement—one that proves B2B tech can be creative, insightful, and genuinely interesting. This role owns the strategic vision for ServiceNow's social and content program across all platforms and partners with creative teams, product marketing, editorial leadership, and community managers to bring that strategy to life with excellence and intention. You'll define what our brand sounds like and stands for in social spaces. You'll identify where to expand and evolve our content approach based on audience behaviors and insights. You'll tap into and activate our community to find moments that drive buzz and cultural relevance. You'll report to the Director of Social Media with direct accountability for building brand awareness, credibility, and relevance across social channels. What You'll Do: Own Social Strategy Across Social Platforms: Define the strategic vision and positioning for ServiceNow across Meta, LinkedIn, YouTube, TikTok, X, and emerging channels. Develop a forward-looking roadmap aligned to our editorial calendar, product launches, thought leadership moments, and cultural opportunities. Identify opportunities to expand into new content pillars and evolve existing pillars based on audience behaviors, engagement patterns, and strategic insights. Establish clear audience targets and platform-specific strategies that reflect how to reach enterprise buyers organically across each channel. Build Content Architecture: Develop integrated content strategies and always-on programming architectures that translate ServiceNow's positioning into scalable, channel-native programs. Serve as steward of the brand across social, ensuring all content reflects our visual standards, tone, and perspective. Partner closely with creative teams to brief, concept, and execute channel-right content across photo, video, thought leadership, and community-generated content. Write creative briefs and social strategies that give creative teams a genuine problem to solve, framing the strategic challenge with precision, clear point of view, and useful constraints. Test content formats and creative approaches to optimize for engagement, reach, and audience connection. Cultivate & Activate Community: Tap into and activate ServiceNow's community of practitioners, builders, and decision-makers to uncover insights and identify moments of cultural relevance. Mine community conversations and user-generated content for signals that inform new strategic challenges and social moments. Develop community-first campaigns and activations that drive buzz, engagement, and strengthen brand perception. Build a community-first mindset into the always-on program that strengthens brand perception and creates space for authentic dialogue. Leverage Performance & Insights: Use performance data and audience insights to refine content strategy, optimize for emerging opportunities, and identify moments worth amplifying. Translate analytics and learning into strategic recommendations that inform content evolution and platform investment. Make the case for strategic pivots and new directions backed by evidence and cultural insight. Lead Cross-Functional Execution: Partner with product marketing to identify moments to integrate ServiceNow products and