Digital Experience 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
About the Job
ServiceNow's Digital Experience Strategy team operates at the intersection of product strategy and marketing-where you define what gets built and why. This is pure product strategy: vision, direction, and strategic thinking that shapes digital experiences for a global enterprise AI leader.
As a Digital Experience Strategy Lead, you'll own the structural foundation and site vision that makes everything else work. ServiceNow's site has grown to hundreds of pages across 50+ products. You'll help define the new vision for the site, then rationalize the complexity-consolidating content, streamlining navigation, establishing IA and tagging standards that enable findability, engagement, and personalization.
You'll also define gating strategy and partner with Digital Experience Strategists to create the personalization roadmap-determining how the site adapts based on buying group, industry, company size, and engagement level.
What You Bring
You're a strategist who thinks holistically about site vision, structure, and how tagging enables personalization at scale. You've cleaned up messy digital properties before-consolidating content, rationalizing navigation, establishing systems that actually work.
You're deeply curious and research-driven-you lean into UX research to guide decisions, identify gaps, and design studies to fill them. You use data and insights rather than opinions to build consensus.
You know how to say "no" to new page requests and advocate for working within the system. You have an eye for clarity and hold teams to standards. You're collaborative but push back when needed-especially when marketing wants to add "just one more page" or skip proper tagging.
You're motivated by bringing order to chaos, building foundations that enable scale, and shaping site vision that transforms how the organization shows up digitally.
Responsibilities

• Shape Site Vision & Information Architecture:
• Partner on defining the new vision for servicenow.com-what it should become as we simplify and modernize
• Audit and consolidate site content-reduce page sprawl, eliminate duplicates, establish clear hierarchy and flow
• Redesign navigation and key pages to improve discoverability and reduce friction based on research and behavioral data
• Define taxonomy, metadata, and tagging standards that enable content to be dynamically surfaced by buying group, persona, and journey stage
• Create IA principles and governance frameworks that prevent future bloat
• Establish Tagging & Content Systems:
• Design tagging strategy and metadata schemas critical for personalization-without proper tagging, personalization cannot work
• Define content classification systems that enable dynamic experiences (buying group, persona, journey stage, industry tags)
• Establish governance for content tagging and quality control
• Partner with Digital Product Managers and martech teams to ensure tagging infrastructure supports personalization
• Define Gating Strategy:
• Establish gating principles: when to use forms, when to ungate content, how to balance lead capture with buyer experience
• Define ungating approach for educational content and measure impact on engagement
• Partner with Marketing Operations on form design and lead capture strategy
• Enable Personalization:
• Partner with Digital Experience Strategists to define how the site adapts based on buyer signals
• Establish personalization rules and logic that enable dynamic content and navigation
• Design personalization roadmap from foundational use cases to advanced buying group orchestration
• Drive with Research & Data:
• Lean into UX research on navigation, findability, content needs, and buyer behavior
• Use analytics, search data, and behavioral insights to identify pain points and opportunities
• Partner with Experimentation and Analytics to measure impact and establish measurement frameworks
• Partner Cross-Functionally:
• Collaborate with Product Marketing, buying group strategists, product launch strategist, UX Research, agency partners, and Digital Product Managers
• Translate IA and personalization strategy into clear implementation requirements
• Guide marketing teams on where content should live, how it's structured, and how to tag it properly
• Build consensus around principles even when stakeholders want exceptions

Qualifications
To be successful in this role you have:
Minimum Qualifications

• 6+ years in information architecture, content strategy, or digital experience strategy at B2B SaaS or enterprise tech companies
• Proven experience rationalizing complex digital properties-consolidating content, improving navigation, and establishing scalable IA frameworks
• Strong understanding of taxonomy, metadata, tagging systems, and content modeling that enables personalization and findability
• Data-driven decision maker using analytics, user research, and behavioral insights to guide decisions
• Experience partnering with marketing, content, and product teams on site strategy and content architecture
• Ability to influence stakeholders and build alignment around IA principles and standards
• Preferred Qualifications
• UX or UX research background or experience designing and conducting user research studies
• Experience with personalization platforms, CMS architecture, or marketing technology
• Knowledge of gating strategies, form optimization, and lead capture best practices
• Familiarity with enterprise CMS platforms (Adobe Experience Manager or equivalent)
• Experience in marketing organizations or working closely with marketing team

JV20
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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