Web Experience Manager, Product Launches

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 strategic Web Experience Manager to define and drive the web experience vision for ServiceNow's product and platform launches. This role will own the complete launch experience arc-from pre-launch anticipation through launch day execution to post-launch engagement-including live stream experiences, registration flows, on-demand content, and integration across ServiceNow.com. The ideal candidate brings deep expertise in digital experience strategy, content strategy, and web design principles, with ability to transform launch objectives into engaging, data-driven web experiences that drive awareness, registration, and conversion.
This is a strategic individual contributor role requiring vision-setting capabilities, cross-functional leadership, and subject matter expertise in web optimization and personalization for high-visibility launch moments.
Responsibilities:
Launch Experience Strategy & Vision

• Define the web experience strategy and vision for product and platform launches, ensuring cohesive, engaging digital journeys that align with launch objectives and business goals
• Partner with Digital Strategy and Product Marketing teams to understand launch goals, positioning, and content, then translate these into compelling web experience strategies
• Create innovative frameworks for launch experiences that build anticipation pre-launch, drive engagement during launch events, and sustain momentum post-launch
• Establish best practices and scalable mechanisms for launch web experiences, including templates, content structures, and optimization approaches that can be applied across multiple launches
• Anticipate digital experience trends and introduce innovative approaches to launch storytelling, event experiences, and audience engagement
• Define success metrics for launch experiences including registration rates, live stream engagement, on-demand viewership, launch day traffic, content interaction, and conversion

Launch Web Experience Ownership

• Own the complete web experience for product launches including pre-launch landing pages, teaser campaigns, registration flows, live stream experiences, on-demand replay, and post-launch content
• Design and implement web experiences that effectively communicate product value, build excitement, and drive registration and attendance for launch events
• Coordinate with Engineering and Product Management teams who own the technical streaming infrastructure to ensure seamless integration between web experiences and live stream delivery
• Collaborate with other Web Experience Managers (Homepage, Product Pages, Conversion & Growth) to ensure launch messaging and experiences are integrated across ServiceNow.com
• Partner with Studio (Design), Publishing, Localization, and Brand teams to create visually compelling, on-brand launch experiences that work across global markets
• Ensure launch experiences are accessible, performant, and optimized for engagement across devices and audiences

Testing, Optimization & Personalization

• Lead data-informed optimization strategies for launch experiences, leveraging analytics, personalization, and content strategy to improve engagement and conversion
• Design and execute testing programs (A/B tests, personalization experiments) to optimize registration flows, messaging, CTAs, and content hierarchy for launch pages
• Integrate analytics, user behavior data, and performance insights to continuously improve launch experience effectiveness
• Implement personalization strategies that deliver relevant launch content and messaging based on audience segment, role, industry, or engagement history
• Monitor launch performance in real-time, making adjustments as needed to optimize engagement during critical launch moments
• Analyze post-launch data to derive insights and recommendations that inform future launch strategies

Cross-Functional Leadership & Coordination

• Serve as the strategic lead for all launch web experiences, aligning content, design, analytics, engineering, and marketing teams toward shared launch objectives
• Build strong relationships with Product Marketing, Integrated Marketing, Demand Generation, Corporate Communications, PR, and Events teams
• Coordinate launch timelines, dependencies, and deliverables across multiple cross-functional teams to ensure flawless execution
• Set goals, manage priorities, and make tradeoffs independently while keeping leadership informed and aligned on launch strategies and progress
• Lead teams toward aligned experience goals, providing clarity and cohesion across design, content, analytics, and technical implementation
• Advocate for user experience and web best practices while balancing marketing objectives, launch timelines, and technical constraints
• Coach others on communication, influence, and stakeholder management in the context of high-visibility launch initiatives

Strategic Planning & Continuous Improvement

• Develop scalable launch experience frameworks and playbooks that create consistency and efficiency across multiple launches per year
• Create mechanisms for quality assurance, testing, and continuous improvement of launch web experiences
• Connect customer insights, competitive analysis, and performance data to business outcomes through digital optimization
• Stay ahead of industry trends in event experiences, live streaming, digital launches, and product announcement strategies
• Share subject matter expertise on launch best practices, optimization techniques, and innovative experience approaches with the broader Web Experience team
• Inspire creative thinking about how web experiences support product launch objectives and customer engagement throughout the launch lifecycle

Qualifications
You Have:

• 7-10 years of experience in digital marketing, web experience management, product marketing, or event marketing with focus on launches or high-visibility campaigns
• Proven ability to define and execute digital experience strategies for complex, high-stakes initiatives with multiple stakeholders
• Deep expertise in user experience design, content strategy, and web design principles applied to event and launch experiences
• Strong track record of creating engaging web experiences for live events, product launches, or major marketing campaigns
• Demonstrated ability to connect insights from analytics, research, and design to inform experience strategy and drive measurable results
• Recognized subject matter expertise in website optimization, personalization, and conversion tactics
• Strategic thinker who can define vision, set goals, manage priorities, and make tradeoffs independently
• Strong cross-functional leadership skills with ability to align content, design, analytics, and engineering teams toward shared objectives
• Excellent stakeholder management and communication skills with experience partnering with senior marketing leaders
• Ability to coach and influence others on communication, stakeholder management, and digital experience best practices
• Skilled at building clarity and cohesion across diverse teams during complex, time-sensitive initiatives

Technology and Domain Expertise:

• Extensive experience using web content management systems for creating launch experiences-Adobe Experience Manager (AEM Sites) strongly preferred
• Strong proficiency with web analytics platforms (Adobe Analytics preferred) and ability to monitor real-time performance and derive actionable insights
• Experience with testing and personalization platforms (Adobe Target preferred) to optimize launch experiences for different audiences
• Understanding of live streaming technologies, video platforms, and how they integrate with web registration and viewing experiences
• Knowledge of event marketing platforms, registration systems, and how they connect to web experiences and marketing automation
• Familiarity with SEO, accessibility standards (WCAG), and performance optimization for high-traffic launch moments
• Understanding of personalization engines, audience segmentation, and dynamic content delivery

Preferred Experience:

• B2B enterprise or SaaS marketing experience strongly preferred
• Experience managing web experiences for major product launches, company announcements, or flagship marketing events
• Background coordinating cross-functional launch initiatives involving product marketing, demand generation, events, and corporate communications
• Experience with global launches requiring localization and regional coordination
• Knowledge of competitive intelligence and how to position launches within market context

Join Us
This is an exciting opportunity to define the web experience strategy for product launches at one of the world's leading enterprise software companies. If you are passionate about creating innovative launch experiences, leading cross-functional teams through complex initiatives, and driving measurable business impact through strategic digital experiences, we invite you to apply.
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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