Senior Manager, Lifecycle Marketing at ServiceNow in New York, NY, United States

Job description

• Execute lifecycle marketing programs and manage a team of lifecycle marketing specialists and coordinators. You will drive the day-to-day execution of customer journeys, campaigns, and engagement initiatives. This role bridges strategy and execution, translating lifecycle objectives into high-performing campaigns and owned programs.

Responsibilities

• Manage a team of lifecycle marketing professionals; provide coaching, feedback, and development guidance
• Own execution of assigned lifecycle programs (e.g., onboarding journeys, engagement campaigns, churn prevention, expansion initiatives)
• Build and maintain adaptive customer journeys using marketing automation and orchestration tools
• Partner with data and analytics teams to understand audience segments, behavioral triggers, and performance metrics
• Develop campaign briefs, manage timelines, and coordinate with creative, content, and design teams
• Execute real-time segmentation and personalization strategies; ensure audience accuracy and messaging relevance
• Design in-product engagement and feature adoption programs (in-app messaging, nudges, guidance, onboarding flows), ensuring lifecycle marketing complements and amplifies productled experiences.
• Monitor campaign performance daily; identify optimization opportunities and implement improvements
• Lead A/B testing and experimentation to improve engagement, conversion, and retention metrics
• Collaborate with Product and Customer Success teams on product adoption campaigns and retention strategies
• Provide weekly performance updates and insights to leadership; flag risks and escalate issues

Requirements

• 5-7 years in lifecycle, email, retention, or engagement marketing, with 1-2 years in a people management role
• Demonstrated ability to manage multiple campaigns simultaneously and meet deadlines
• Hands-on proficiency with marketing automation platforms, CDP tools, and analytics dashboards
• Experience building and optimizing customer journeys and behavioral triggers
• Strong project management skills and attention to detail
• Ability to mentor junior marketers and model strong execution standards
• Understanding of customer psychology, behavioral analytics, and engagement best practices

Skills

Required

• Marketing automation platforms
• CDP tools
• Analytics dashboards
• Behavioral triggers
• Project management
• Attention to detail
• Mentoring
• Customer psychology
• Behavioral analytics
• Engagement best practices

Benefits

• For positions in this location, we offer a base pay of $155,400 - $272,000, plus equity (when applicable), variable/incentive compensation and benefits. Sales positions generally offer a competitive On Target Earnings (OTE) incentive compensation structure. Please note that the base pay shown is a guideline, and individual total compensation will vary based on factors such as qualifications, skill level, competencies, and work location. We also offer health plans, including flexible spending accounts, a 401(k) Plan with company match, ESPP, matching donations, a flexible time away plan and family leave programs. Compensation is based on the geographic location in which the role is located and is subject to change based on work location.