Program Manager - CRM Events, Executive Engagement & Industry Adoption

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
As a Program Manager supporting the CRM business, you will own and operationalize a portfolio of high-impact programs that elevate our brand, deepen executive-level customer relationships, and promote key CRM business priorities. This role blends strategic program management, executive event planning, and social promotion, requiring both operational excellence and strong executive presence.
You will be responsible for end-to-end program leadership across Executive Briefing Centers (EBCs), Customer Executive Luncheons, and influential customer and industry social events, while also partnering closely with Marketing, Communications, Sales, and Product teams to amplify CRM messaging and updates across internal and external social channels.
This role works closely with senior CRM leaders and cross-functional stakeholders to deliver experience and communications that drive customer engagement, pipeline influence, and thought leadership, with minimal supervision in a fast-paced, high-growth environment.
Role Impact
In this role, you will work on highly visible, business-critical initiatives that sit at the intersection of customer experience, executive engagement, and brand storytelling. You will gain exposure to senior-level decision making, influence how the CRM business shows up with customers and the market, and establish strong relationships across Sales, Marketing, Product, Communications, and Executive Leadership.
We are seeking a Program Manager who is an effective influencer, exceptional organizer, and strong communicator, capable of managing multiple workstreams while maintaining attention to detail and strategic intent.
Key Responsibilities
Program & Event Leadership

• Own the end-to-end planning, execution, and optimization of CRM executive engagement programs, including Executive Briefing Centers, customer executive luncheons, and high-profile customer and industry events
• Develop program objectives, success metrics, timelines, and budgets aligned to CRM business priorities
• Coordinate cross-functional teams (Sales, Marketing, Product, Communications, Events, and Operations) to ensure seamless delivery of executive-level experiences
• Manage third-party vendors, venues, agencies, and partners to deliver high-quality, on-brand events

Executive & Customer Engagement

• Partner with CRM and Sales leadership to design tailored executive experiences that support strategic customer outcomes and pipeline goals
• Prepare briefing materials, agendas, and executive-ready content to support customer and leadership discussions
• Serve as a trusted point of contact for senior internal stakeholders and executive-level customers

Social Promotion & Business Amplification

• Collaborate with Marketing and Communications teams to promote CRM business updates, events, and thought leadership across social channels and internal feeds
• Manage program calendars and messaging cadence to ensure consistent, high-impact visibility of CRM initiatives
• Track engagement and performance metrics to continuously improve reach and effectiveness

Program Management & Operations

• Drive operational cadence across programs, including planning, status reporting, risk management, and post-event analysis
• Measure program performance using defined KPIs and provide regular updates to senior management
• Identify opportunities to scale, standardize, and improve CRM engagement programs globally
• Maintain comprehensive program documentation and best practices

Qualifications
To be successful in this role you have:

• Experience in leveraging or critically thinking about how to integrate AI into work processes, decision-making, or problem-solving. This may include using AI-powered tools, automating workflows, analyzing AI-driven insights, or exploring AI's potential impact on the function or industry. 10+ years of experience in the with proven success in guiding strategy, operations and day-to-day functions.
• 6+ years of experience in program management, event strategy, executive engagement, marketing operations, or a related role within enterprise software, technology, or B2B organizations
• Proven experience leading complex, high-visibility programs with senior executive stakeholders
• Strong background in executive-level event planning and customer engagement initiatives
• Experience working cross-functionally with Sales, Marketing, Product, and Communications teams
• Excellent written and verbal communication skills, including experience developing executive-ready content and messaging
• Highly organized with exceptional attention to detail and the ability to manage multiple priorities simultaneously
• Strong influencing and stakeholder management skills across functions and geographies
• Data-driven mindset with experience measuring program impact and ROI
• Comfortable operating in ambiguous, fast-paced, high-growth environments
• Experience with CRM platforms, enterprise software, or go-to-market organizations is strongly preferred

Desired Attributes

• Executive presence with the ability to interact confidently with senior leaders and customers
• Creative thinker who can translate business priorities into compelling customer experiences and stories
• Self-starter with a strong sense of ownership and accountability
• Team player who can also operate independently with minimal supervision

JV20
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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