Web Experience Manager, Conversion & Growth

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
We are seeking a Web Experience Manager to own conversion optimization and content gating strategy across ServiceNow.com, with focus on the full customer lifecycle-from prospect acquisition through customer expansion and adoption. This role operates as a horizontal layer across all web experiences, partnering with other Web Experience Managers to ensure we present the right content at the right time to drive buying decisions, reduce friction, and deliver quality leads. The ideal candidate brings expertise in conversion rate optimization, lead generation strategy, AI-driven personalization, and full-funnel growth tactics that serve both prospective and existing customers.
This role requires fluency in conversion optimization, testing methodologies, and the ability to operate independently while collaborating across multiple web experience areas and marketing functions.
Responsibilities
Conversion Strategy & Optimization

• Own the overall conversion optimization strategy for ServiceNow.com, ensuring web experiences effectively drive buying decisions and quality lead generation across the customer lifecycle.
• Partner with Homepage, Product & Solution Pages, Customer Stories, and other Web Experience Managers to identify and implement conversion improvements across their respective areas.
• Design and execute comprehensive testing strategies (A/B tests, multivariate tests, personalization experiments) focused on conversion rate improvement across key user journeys.
• Leverage AI-driven personalization and interactive experiences to deliver relevant content and calls-to-action that guide visitors toward meaningful engagement.
• Optimize form experiences, demo request flows, contact sales paths, and other conversion touchpoints to reduce friction and improve completion rates.
• Apply behavioral analytics, user testing, and data insights to continuously improve conversion performance across the site.
• Own conversion-related performance metrics including conversion rates, form completion rates, lead quality scores, and influenced pipeline.

Content Gating Strategy

• Define and own the content gating strategy for ServiceNow.com, balancing lead capture objectives with reduced friction and easy education about our platform.
• Establish frameworks for when to gate content and when not to gate, ensuring prospects can learn about ServiceNow seamlessly while capturing interest at optimal moments in their journey.
• Partner with Demand Generation, Integrated Marketing, and Content teams to align gating strategy with campaign objectives and content types (reports, guides, tools, webinars, etc.).
• Test and optimize gated content experiences, forms, and progressive profiling approaches to maximize both lead volume and lead quality.
• Monitor gating performance and adjust strategy based on data, ensuring alignment with lead generation goals and user experience principles.

Full-Lifecycle Growth

• Drive growth initiatives across the complete customer lifecycle, including prospect acquisition, customer retention, expansion, and adoption.
• Develop web experiences that help existing customers realize value from their current platform and products, discover new capabilities, and adopt new features.
• Create personalized pathways for existing customers to explore additional products, understand new releases, and deepen platform utilization.
• Partner with Product Marketing and Customer Marketing to translate product launches, feature releases, and customer success initiatives into effective web experiences.
• Balance acquisition-focused conversion tactics with retention and expansion strategies to support full-funnel business objectives.

Testing & Experimentation Leadership

• Lead a culture of experimentation and continuous improvement, promoting data-informed creativity across conversion and growth initiatives.
• Design rigorous tests with clear hypotheses, success metrics, and statistical validity to ensure learnings drive meaningful improvements.
• Analyze test results using Adobe Analytics and Adobe Target, translating findings into actionable recommendations for the broader web experience team.
• Proactively propose optimization opportunities based on analytics, heatmaps, user feedback, and behavioral data.
• Share testing methodologies, learnings, and best practices with other Web Experience Managers to elevate team capabilities.
• Mentor peers on conversion optimization techniques, testing practices, and data analysis approaches.

Stakeholder Collaboration

• Serve as the conversion and growth subject matter expert, building strong relationships with Demand Generation, Marketing Operations, Integrated Marketing, Product Marketing, and Customer Marketing teams.
• Align closely with Marketing Operations on lead quality standards, scoring models, and how web conversion optimization supports pipeline goals.
• Communicate clearly with stakeholders about conversion strategies, testing roadmaps, performance results, and optimization opportunities.
• Influence cross-functional partners to adopt data-driven, test-and-learn approaches to conversion improvement.
• Represent conversion and growth initiatives effectively in planning forums, campaign reviews, and optimization discussions.
• Partner with Product Management teams to communicate business requirements for personalization, targeting, and conversion capabilities.

Continuous Improvement & Knowledge Sharing

• Stay current on conversion optimization trends, personalization technologies, AI-driven targeting, and growth marketing best practices.
• Contribute to broader web experience governance, testing standards, and optimization frameworks.
• Mentor team members on conversion best practices, form optimization, gating strategies, and testing methodologies.
• Promote a customer-centric approach that balances business objectives with user experience and friction reduction.

Qualifications
You Have:

• 5-7 years of experience in conversion rate optimization, digital marketing, growth marketing, or web experience management.
• Proven ability to manage conversion optimization initiatives end-to-end with limited oversight, driving measurable improvements in lead quality and quantity.
• Deep expertise in A/B testing, multivariate testing, personalization, and experimentation methodologies with demonstrated impact on conversion rates.
• Strong understanding of content gating strategy, lead generation tactics, and how to balance friction reduction with lead capture.
• Experience with full-funnel growth strategies that span acquisition, retention, expansion, and adoption across customer lifecycle stages.
• Highly analytical with ability to leverage data from analytics, heatmaps, surveys, and testing platforms to drive optimization decisions.
• Demonstrated ability to connect user behavior insights with conversion improvements and business outcomes.
• Ability to work horizontally across multiple web experience areas, supporting and influencing other team members.
• Strong communication and stakeholder management skills with ability to influence Demand Generation, Marketing Ops, and cross-functional partners.
• Self-directed with ability to proactively identify opportunities, design tests, and drive results independently.

Technology and Domain Expertise:

• Expert-level proficiency with testing and personalization platforms-Adobe Target strongly preferred.
• Strong experience with web analytics platforms (Adobe Analytics preferred) and ability to analyze user behavior, conversion funnels, and test results.
• Hands-on experience using web content management systems (Adobe Experience Manager preferred) to implement and optimize conversion experiences.
• Deep understanding of form optimization, progressive profiling, lead scoring, and how web experiences integrate with marketing automation.
• Knowledge of AI-driven personalization, recommendation engines, and dynamic content delivery strategies.
• Familiarity with interactive experience tools, calculators, assessments, and engagement tactics that drive conversion.
• Understanding of SEO, web accessibility (WCAG), and user experience principles as they relate to conversion optimization.

Preferred Experience:

• B2B enterprise or SaaS marketing experience strongly preferred.
• Experience working closely with Demand Generation and Marketing Operations teams to optimize lead generation programs.
• Background in growth marketing with focus on full customer lifecycle, not just acquisition.
• Experience implementing AI-powered personalization and targeting strategies.
• Knowledge of customer journey mapping, behavioral segmentation, and lifecycle marketing.

For positions in this location, we offer a base pay of $126,800 - $221,900, 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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