Senior Director, Alliances & Channels Ecosystem EMEA North

Company Description
It all started when engineer Fred Luddy wrote code that automated a tedious task for his coworker, Phyllis. She cried tears of joy. That moment inspired Fred to build a company that could do that for everyone-freeing people from busywork so they could focus on meaningful work. Today, ServiceNow is the AI control tower for business reinvention. Our ServiceNow AI platform brings together any AI, any data, and any workflow- helping 85% of the Fortune 500® work smarter, faster, and better. We're building an AI-native culture where technology and talent are unstoppable together. And we're just getting started.
Join us to put AI to work for people.
Job Description
ServiceNow is looking for an experienced and commercially driven Senior Director, Alliances & Channels Ecosystem to lead our partner and channel organization across EMEA North. This is one of the most strategically important leadership roles in the EMEA partner ecosystem - responsible for shaping how ServiceNow goes to market through and with partners across the Nordic countries, Benelux, and adjacent markets.
As Senior Director, you will own the end-to-end partner strategy for EMEA North - from ecosystem design and partner recruitment through to joint GTM execution, revenue performance, and long-term partner success. You will lead a team of experienced channel and partner managers, and work in close alignment with EMEA North field sales, solution consulting, and marketing leadership to ensure partners are embedded early, activated purposefully, and measured rigorously.
This role requires a leader who combines deep ecosystem expertise with strong platform knowledge, AI solution fluency, and a genuine passion for building partnerships that create mutual value - for ServiceNow, for our partners, and most importantly for our customers. You will be expected to operate at executive level with both internal stakeholders and senior partner leaders, driving a culture of accountability, collaboration, and ambition across the EMEA North partner community.
If you thrive at the intersection of strategy and execution, know how to unlock the full potential of a multi-motion partner ecosystem, and have the leadership presence to inspire high-performing teams - this is your role.
What you get to do in this role:
Channel Strategy & Execution

• Develop and execute comprehensive partnerships and channel strategy aligned with ServiceNow's EMEA North regional goals.
• Identify, onboard, and nurture strategic partners to expand market reach and solution offerings across the EMEA North region.

Partner Performance Management

• Set and track KPIs for partner success including revenue targets, pipeline growth, and customer satisfaction.
• Conduct regular business reviews and performance assessments with key partners across the EMEA North territory.

Ecosystem Development

• Build and maintain a robust ecosystem of resellers, GSIs, MSPs, VARs and boutique consultancies across EMEA North markets.
• Foster collaboration between partners and internal teams to deliver joint value propositions.

Stakeholder Engagement

• Act as the primary liaison between ServiceNow and channel partners in the EMEA North region.
• Influence cross-functional teams including sales, marketing, and technical enablement to support partner success.

Go-to-Market Innovation

• Co-develop go-to-market campaigns and joint offerings with partners tailored to EMEA North market dynamics.
• Drive partner-led demand generation and customer acquisition initiatives across the region.

Enablement & Advocacy

• Lead partner enablement programs to ensure technical and sales readiness across the EMEA North partner community.
• Champion partner advocacy within ServiceNow and represent the channel voice in strategic planning.

Team Leadership & Development

• Lead, coach, and inspire a team of channel managers and partner specialists across EMEA North.
• Set clear objectives, provide ongoing feedback, and support career development.
• Foster a collaborative, high-performance culture aligned with ServiceNow's values.
• Ensure alignment between individual goals and broader channel strategy.

Reporting & Insights

• Provide regular reporting on channel performance, market trends, and competitive insights specific to EMEA North.
• Use data-driven analysis to refine strategy and optimize partner engagement across the region.

Qualifications
Experience & Track Record

• 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.
• At least 10 years' related working experience in field sales and dealing with Global System Integrators, Advisory Firms, Solution and/or implementation partners, ideally with exposure to EMEA North markets.
• Demonstrable track record of achieving and exceeding targets while managing a strategic portfolio of partnerships.
• A roll-up-sleeves attitude to getting things done to attain the team purpose and growth objectives.

Platform & Portfolio Knowledge

• Deep understanding of enterprise software platform positioning, with the ability to articulate a broad product portfolio across workflows, AI, and platform capabilities to both partner and customer audiences.
• Proven ability to translate platform vision into partner-relevant value propositions - connecting ServiceNow's AI and automation capabilities to partner practice areas, industry verticals, and customer business outcomes.
• Strong command of AI solution sales, including the ability to position agentic AI, AI-powered workflows, and platform-native intelligence in a way that resonates with partners building practices and solutions on top of the Now Platform.
• Experience selling or positioning software and AI solutions in a hybrid go-to-market motion, combining direct and indirect routes with confidence and commercial discipline.

Routes to Market & Ecosystem Expertise

• Full mastery in strategic alternative routes to market and enterprise indirect selling.
• Proven hands-on experience operating across multiple GTM routes - including Resell, Service Provider, Consulting & Implementation, Hyperscaler (AWS, Microsoft Azure, Google Cloud), Build-on/ISV, and Distribution - as well as the ability to architect and execute combined or blended motions where two or more routes are deployed in parallel on a single opportunity or territory play.
• Demonstrated understanding of how different partner archetypes create and capture value differently - and how to design commercial models, enablement programs, and joint GTM plays that reflect those differences.
• Ability to work with direct and indirect reporting lines in highly matrixed environments.

Field & Solution Sales Alignment

• Proven experience working in close, structured collaboration with field sales and solution sales teams, with a strong bias for early alignment over reactive partner engagement.
• Demonstrated ability to participate actively in account planning processes, ensuring partners are identified, mapped, and assigned to accounts and territories before opportunities are formally opened - not after.
• Clear understanding of the distinct roles partners can play at different stages of the sales cycle - from pipeline origination and demand generation, through technical validation and solution shaping, to commercial negotiation and delivery - and the ability to coach both partner managers and field sellers on how to activate the right partner motion at the right moment.
• Skilled at defining and maintaining partner role clarity within opportunities, including sourced vs. influenced vs. delivery designations, ensuring transparency and alignment across sales, partner, and leadership stakeholders.
• Experience establishing and governing joint rules of engagement between field sales and the partner ecosystem, minimizing channel conflict while maximizing co-sell effectiveness.

GTM Execution & Leadership

• Responsible for joint selling and leading the effective collaboration of deal-level strategies and tactics between sales and partners at both new and existing customers to drive new logos and NNACV sourced and influenced revenue.
• Work strategically to identify new industry-specific use cases and solutions with key partners across EMEA North.
• Develop world-class business plans with associated QBR governance and executive sponsorship with targeted global partners, including committed targets and shared metrics.
• Align, localize, and execute joint GTM strategy and multi-year regional business plans with targeted partners in the EMEA North partner community, ensuring development of compelling joint GTM value propositions aligned to ServiceNow's primary workflows.
• Clearly defined joint go-to-market initiatives with key ServiceNow-Partner global executive sponsors, with key milestones, progress tracking metrics, and the rigor to inspect what we expect.
• Provides leadership and direction to others as necessary.

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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