Director, Customer Advocacy, Americas



Customer Service
Austin, TX, USA
Posted on Tuesday, June 25, 2024

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™.

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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

We are looking for an experienced customer marketing leader to manage and grow our strategic and scalable customer advocacy program in the Americas. AMS Customer Advocacy includes a team of Advocacy Managers who develop relationships with our customers and enable them to share their stories in mutually beneficial ways (including videos, written stories, business value studies, media interviews) as well as a Customer Reference function that works closely with Sales to connect prospects with satisfied customers in the context of a sales cycle.

Success in this role will entail building a strong sense of community, both with our customer advocates and with colleagues in the Customer Advocacy team and across the business.

What you get to do in this role:

· Increase ServiceNow's awareness and enable the ServiceNow sales organization to close deals faster by delivering customer testimonials that create market and selling impact.

· Build and nurture strategic customer advocacy relationships with executive customer spokespeople and ensure mutual benefit and positive experience from advocacy activities.

· Develop strategic alignment with sales, solutions consulting, marketing, product marketing, and communications regarding customer advocacy priorities to produce compelling stories aligned to the ServiceNow global solutions framework. · Recruit and engage customers to join the ServiceNow customer advocacy program that attracts and appreciates customers.

· Onboard new customer reference contacts to learn their story and help them understand the value of being part of our customer advocacy program and ensure stellar customer experiences when they engage in advocacy activities.

· Create and maintain a library of customer stories in many formats including case studies, blogs, paid articles, videos, slides for sales and social media cards to promote success we bring to our customers.

· Refine and oversee end-to-end process for creating customer content, including interviewing and producing impactful written and video success stories.

· Ensure the team finds a human angle and c-suite relevance in each customer story to create assets that resonate with the audience and position ServiceNow as a technology partner of choice for our prospects and customers.

· Collaborate with the broader Customer Advocacy team to develop and recommend customers stories from Americas in support of marketing priorities across Americas and globally.

· Ensure delivery against program KPIs, including publishing of targeted customer stories, keynote speakers for major events, PR/AR coverage, references for key product announcements and marketing campaigns, plus provide monthly/quarterly/year-end reporting on accomplishments against goals.

· Make sure agencies are trained and leveraged effectively for consistency and quality.

· Manage a customer reference service to deliver expertise in matching customer references with prospects.

· Analyze the ongoing performance of the program to improve reference efficacy and help drive program adoption.


· 10+ years of experience in the information technology and cloud industries in a customer advocacy, customer reference or customer-facing marketing role, including 2+ years leading a team.

· Demonstrated success delivering compelling customer stories—written, video and stage, with ability to share published examples.

· Proven track record working effectively with customer and internal executives, sales, product management, and marketing to build strong relationships and achieve outcomes.

· Past successes working with large brand customers to engage in customer advocacy, including ability to effectively navigate internal customer requirements for communications and legal approval.

· Clear understanding of marketing, sales and communications priorities and track record successfully partnering to deliver high impact customer stories.

· Strong Americas market knowledge with experience in a SaaS / Enterprise Software company

· High energy, “own it” personality, and ability to drive process improvement and thrive in a in a fast-paced, high-growth environment under tight timelines.

· Highly driven self-starter that creates a sense of urgency within her/his team.

· Exceptional communication cross-functionally and at all levels including senior management

· Excellent project management skills with an ability to prioritize independently and delegate tasks to team members when appropriate.

· Excelled at both strategy and execution.

· Strong presentation, writing, and communication skills.

· Proficient in Microsoft Office (PPT, Excel, Word, Outlook).

· Ability to travel within within the Americas periodically.

· Bachelor's degree or equivalent experience.

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 [email protected] 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.

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