Audience Data Quality & Readiness Lead

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 Audience Data Quality & Readiness Lead sits within the Marketing Activation & Lifecycle Orchestration team. This person will own the standards, controls, and operating cadence that keep audiences usable, compliant, and consistently publishable across our MarTech/AdTech activation stack. Audience segments must maintain applicability across paid and unpaid channels with applicability for ABM and buying group marketing decisioning.
This role ensures audiences stay reliable end to end, including CDP audiences, pixel-based audiences, and segments sourced from off-platform providers. You will partner cross-functionally to translate identity, consent, suppression, event signals, and scoring outputs into activation-ready segments used across owned, earned, and paid channels for ABM and Buying Group Marketing.
Responsibilities

• Define and champion the audience connectivity vision for buying group marketing, establishing how individual-level signals (behavioral, intent, firmographic) are assembled into account- and buying-group-level segments, and how those segments are governed, versioned, and activated consistently across the stack.

• Maintain an enterprise audience library with standardized naming, metadata, ownership, refresh cadence, and change control, including buying-group aligned segment frameworks.

• Build and govern model-based audiences (propensity, intent scoring, lookalike) with documented inputs, monitoring, and publishing workflows in partnership with Measurement.

• Operationalize off-platform provider segments (intent, syndicated, onboarding feeds) and pixel-based audiences into governed activation segments with documented inputs and quality validation.

• Own identity resolution requirements within activation workflows, ID mapping rules, stitching behaviors, and destination constraints and partner with identity teams to improve addressability and match rates.

• Define and enforce activation readiness standards for audience segments across AEP/RT-CDP destinations, including eligibility rules, identity requirements, consent status, suppression, and refresh cadence.

• Implement quality controls to catch broken pipelines, schema drift, destination mapping issues, and ID mismatches before they impact activation.

• Own and report SLAs for audience freshness, publishing success rate, match rates by endpoint, and incident remediation timelines.

• Run operational reviews, drive root-cause remediation, and reduce repeat incidents and manual fixes across CDP, pixel-based, and off-platform segment sources.

• Ensure consent and suppression requirements are consistently enforced across all segment sources and activation endpoints; coordinate with Legal/Privacy to maintain audit-ready controls.

• Implement AI-based monitoring to detect match-rate drops, segment anomalies, latency issues, and suppression or consent failures, with defined remediation SLAs.

Qualifications

• 7+ years in ABM marketing, audience activation, CDP operations, MarTech/AdTech operations, or data operations with demonstrated experience shaping audience strategy, not just executing it.

Hard Skills

• Adobe Experience Platform (AEP) and Adobe Real-Time CDP: destination publishing, segment operations, troubleshooting, governance

• Paid Activation Platforms: direct experience across programmatic, search, and social, including identity, consent, and match rate management

• Pixel & Event-Based Segmentation: instrumentation dependencies and signal quality requirements

• Off-Platform Segment Operationalization: intent, syndicated audiences, and onboarding feeds with quality validation

• Identity Resolution: ID mapping, identity graphs, match rate drivers by endpoint

• Consent & Suppression Enforcement: translating policy into executable, audit-ready activation workflows

• SLA Design & Incident Response: operational monitoring, root-cause remediation across pipelines

Soft Skills (Leadership Competencies)

• Vision & Strategic Direction: ability to define where audience infrastructure needs to go and build cross-functional alignment around that vision

• Cross-Functional Orchestration: leads through influence, driving shared standards and adoption across Measurement, MarTech, AdTech, Data, and DX

• Accountability & Operational Discipline: holds the bar on quality and reliability with strong documentation, process rigor, and follow-through

• Strategic Communication: translates complex data quality and identity challenges into clear business impact for senior stakeholders

• Governance Mindset: comfortable navigating Legal, Privacy, and compliance requirements as a strategic partner.

Preferred

• Experience translating audience strategy for ABM or buying group marketing programs, into actionable segments designed to support multi-stakeholder journeys

• Experience governing model-based audiences (propensity, intent, lookalike) including performance monitoring

• Experience with site data layers and event taxonomies, partnering with DX for signal reliability

For positions in this location, we offer a base pay of $155,400 - $272,000, 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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