Director, Global Webinars & Virtual Experiences

Company Description
It all started in sunny San Diego, California in 2004 when a visionary engineer, Fred Luddy, saw the potential to transform how we work. Fast forward to today - ServiceNow stands as a global market leader, bringing innovative AI-enhanced technology to over 8,100 customers, including 85% of the Fortune 500®. Our intelligent cloud-based platform seamlessly connects people, systems, and processes to empower organizations to find smarter, faster, and better ways to work. But this is just the beginning of our journey. Join us as we pursue our purpose to make the world work better for everyone.
Job Description
The Director, Global Webinars & Virtual Experiences is a senior marketing leader responsible for owning the global webinar strategy end-to-end-from vision and business alignment through hands-on execution and performance optimization. This role is uniquely designed for a hands-on strategic leader: a director-level leader who can set strategy, inspire and guide others, and personally execute and produce high-impact webinars as required.
Webinars are a strategic lever within the Global campaign framework and a critical driver of pipeline, revenue influence, and customer engagement across pipeline progression. This role partners closely with Campaigns, Field Marketing, Product Marketing, Sales, Marketing Operations, other internal stakeholders and external vendors to deliver scalable, pipeline-driven digital experiences aligned to business priorities.
The Director serves as the webinar pipeline owner for global programs, ensuring programs are tightly aligned to campaign strategy, buyer needs, and measurable outcomes focused on pipeline maturation, acceleration, and conversion.
What you get to do in this role:
Strategy & Leadership

• Own and evolve the global webinar and virtual events strategy aligned to the global campaign framework and regional pipeline goals.
• Serve as the webinar "pipeline officer" for global-working backward from revenue targets to define audience, volume, conversion goals, and program mix.
• Act as a senior strategic partner to campaign directors, demand leaders, solution marketing, and sales to ensure webinars are fully integrated into GTM motions.
• Establish best practices, frameworks, and operating rhythms for webinars across the pipeline progression.
• Lead executive and cross-functional interlock for planning cycles, QBRs, and performance reviews.

Execution & Program Ownership

• Personally lead and execute webinars and virtual events end-to-end when required, including topic development, speaker readiness, production oversight, audience acquisition, live execution, and post-event follow-up.
• Set the bar for excellence in digital experience design, storytelling, and audience engagement.
• Identify opportunities to innovate formats, platforms, and experiences to continuously elevate program impact.

Program & Team Management

• Lead, coach, and develop a high-performing global webinar team (internal and/or contractor resources), setting clear priorities, standards, and accountability.
• Drive strong cross-functional collaboration across campaigns, web, media, events, social, operations, etc.
• Manage external vendors and webinar platforms to ensure high-quality execution and cost efficiency.

Measurement, Operations & Optimization

• Own webinar performance measurement, reporting, and insights-tracking influence on pipeline, conversion rates, engagement, and ROI.
• Partner closely with Marketing Operations to ensure accurate tracking, lead flow, routing, and reporting across systems.
• Monitor and manage program budgets, vendor spend, and forecasting.
• Use data, insights, and feedback to continuously optimize strategy, execution, and investment decisions

Qualifications
To be successful in this role you have:

• Proven ability to operate successfully at a director level with strong business acumen, executive presence, and comfort owning strategy tied to pipeline and revenue.
• Deep expertise in B2B webinar and digital event strategy, execution, and optimization.
• Demonstrated experience as a hands-on strategic leader-able to both lead teams and personally execute complex programs.
• Strong understanding of integrated campaign strategy and how webinars support GTM motions.
• Exceptional pipeline and measurement orientation, including experience working backward from revenue goals to define program strategy.
• Advanced project management skills with the ability to manage multiple workstreams, stakeholders, and timelines.
• Strong analytical mindset with a passion for data-driven decision making; experience with dashboards and reporting tools such as Tableau or PowerBI preferred.
• Experience partnering with cross-functional teams to drive lead conversion and enablement.
• Comfort working with marketing automation, MarTech platforms, CRM, and webinar technologies (e.g., Dynamics, MSFT Office, ON24, Zoom, PathFactory, Outreach, BrightTALK, etc.).
• Excellent written, verbal, and presentation skills with the ability to influence at all levels.
• Self-starter with a growth mindset who thrives in a fast-paced, evolving environment.

Required Qualifications

• 12+ years of experience in B2B marketing, integrated campaigns, demand generation, or digital programs, with significant webinar leadership experience.
• SaaS and enterprise selling motion experience strongly preferred.
• Proven success developing and executing webinar strategies using frameworks from Forrester, ITSMA, or the like
• Strong project management and organizational skills with a sharp attention to detail
• Experience working with global teams and fostering cross-functional collaboration
• Solid knowledge of digital promotion tactics (SEO, SEM, paid media) and tools
• High energy, self-motivated team player with a proactive mindset and positive attitude
• Bachelor's degree in Business, Marketing, or related field required; MBA preferred.

For positions in this location, we offer a base pay of $192,400 - $336,700, 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.
Additional Information
Work Personas
We approach our distributed world of work with flexibility and trust. Work personas (flexible, remote, or required in office) are categories that are assigned to ServiceNow employees depending on the nature of their work and their assigned work location. Learn more here . To determine eligibility for a work persona, ServiceNow may confirm the distance between your primary residence and the closest ServiceNow office using a third-party service.
Equal Opportunity Employer
ServiceNow is an equal 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. In addition, all qualified applicants with arrest or conviction records will be considered for employment in accordance with legal requirements.
Accommodations
We strive to create an accessible and inclusive experience for all candidates. If you require a reasonable accommodation to complete any part of the application process, or are unable to use this online application and need an alternative method to apply, please contact [email protected] for assistance.
Export Control Regulations
For positions requiring access to controlled technology subject to export control regulations, including the U.S. Export Administration Regulations (EAR), ServiceNow may be required to obtain export control approval from government authorities for certain individuals. All employment is contingent upon ServiceNow obtaining any export license or other approval that may be required by relevant export control authorities.
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