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Field Marketing Manager – Federal

Company Description

At ServiceNow, our technology makes the world work for everyone, and our people make it possible. We move fast because the world can’t wait, and we innovate in ways no one else can for our customers and communities. By joining ServiceNow, you are part of an ambitious team of change makers who have a restless curiosity and a drive for ingenuity. We know that your best work happens when you live your best life and share your unique talents, so we do everything we can to make that possible. We dream big together, supporting each other to make our individual and collective dreams come true. The future is ours, and it starts with you. 

With more than 7,700+ customers, we serve approximately 85% of the Fortune 500®, and we're proud to be one of FORTUNE 100 Best Companies to Work For® and World's Most Admired Companies™.

Learn more on Life at Now blog and hear from our employees about their experiences working at ServiceNow.

Unsure if you meet all the qualifications of a job description but are deeply excited about the role? We still encourage you to apply! At ServiceNow, we are committed to creating an inclusive environment where all voices are heard, valued, and respected. We welcome all candidates, including individuals from non-traditional, varied backgrounds, that might not come from a typical path connected to this role. We believe skills and experience are transferrable, and the desire to dream big makes for great candidates.

Job Description


You would be joining a savvy team of Federal Marketers that focus on creating pipeline and thought leadership within the Federal government.  We work hard and we play hard!


The Federal Field Marketing Manager position will be responsible for developing, managing and executing marketing plans that supports sales objectives and drives pipeline in the Federal market space. This position will report into the Director of Federal Marketing and is based in our Vienna, Virginia office or remote (East Coast).

What you get to do in this role:

  • Execute a fully integrated, annual go-to-market plan to include online and offline lead generation programs and brand awareness campaigns tailored toward Federal (account specific) agencies.
  • Liaise with corporate and regional marketing managers on corporate messaging and programs
  • Work closely with corporate marketing, product marketing and creative services to help facilitate the creation of federal specific assets and messaging for event specific materials (i.e., pull up banners, tradeshow booth elements)
  • Research, select and manage events relevant for the ServiceNow Federal teams and the markets we operate in
  • Manage federal marketing activities from inception to completion including event logistics, tracking leads, reporting, event feedback and reconciling PO’s and invoices.
  • Continue to grow the Voice of Customer with speaking engagements, video testimonials, case studies and quotes
  • Follow a metrics driven, analytical approach
  • Assist in planning, driving attendance to and executing our annual Federal marquis event, the Federal Forum.
  • Develop and execute strategic marketing campaigns that are aligned to Federal territory market awareness and sales objectives (pipeline targets, quarterly budgets and overall business goals).
  • Manage custom demand generation activities, Account Based Marketing (ABM) activities, as well as Public Sector Community Engagement opportunities.
  • Adapt corporate / horizontal content and campaigns for Federal use, infusing government knowledge and experience.
  • Collaborate across extended teams, including corporate marketing, product marketing, partner marketing, partner sales and government sales.
  • Budget management as well as reporting on lead flow and program ROI.


To be successful in this role you have:

Key Skills Required

  • Program Skills: Build and execute Federal marketing programs
  • Content/Market Skills: Understands Federal markets, buying behavior, channel/3rd party implications, and how to work with partners
  • Writing Skills: Ability to author and edit promotional content. Ability to review/edit content with opinion and writing skills, ability to write email copy/web copy, booth property messaging/bullets
  • Deep understanding – and content expertise – to market to Federal Government.
  • Comfortable adapting and massaging commercial content for Federal data sheets, solutions briefs and white papers to resonate with Federal audiences
  • Best in class marketing, demand generation and channel experience with high tech company, with 8+ years of experience marketing to public sector vertical
  • Excellent project and budget management skills
  • Attention to detail and discipline to follow established policies and processes.
  • Strategic thinker / problem solver
  • Experience working in fast paced work environments, managing multiple projects simultaneously

Experience Required

  • Strong team player able to think and plan strategically with a bias toward execution
  • Candidate should have 8+ years of marketing experience in high technology
  • Ideal candidate has 8+ years specifically supporting Federal marketing efforts
  • Hands-on data and analytics experience using CRM and/or marketing automation software required
  • Experience managing direct mail, events, telemarketing, web content and online campaigns
  • Experience working with customers, system integrator and public sector channel partners
  • Experience defining/acquiring Federal prospect lists, integrated online/offline programs
  • Experience managing budgets and respect for company spending processes
  • Education:  Bachelor’s degree (BS/BA) Required
  • Travel- around 30%




Additional Information

ServiceNow is an Equal Employment Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, creed, religion, sex, sexual orientation, national origin or nationality, ancestry, age, disability, gender identity or expression, marital status, veteran status or any other category protected by law.

At ServiceNow, we lead with flexibility and trust in our distributed world of work. Click here to learn about our work personas: flexible, remote and required-in-office.

If you require a reasonable accommodation to complete any part of the application process, or are limited in the ability or unable to access or use this online application process and need an alternative method for applying, you may contact us at for assistance.

For positions requiring access to technical data subject to export control regulations, including Export Administration Regulations (EAR), ServiceNow may have to obtain export licensing approval from the U.S. Government for certain individuals. All employment is contingent upon ServiceNow obtaining any export license or other approval that may be required by the U.S. Government.

Please Note: Fraudulent job postings/job scams are increasingly common. Click here to learn what to watch out for and how to protect yourself. All genuine ServiceNow job postings can be found through the ServiceNow Careers site.


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