VP, Head of Marketing Analytics

About the position

We're hiring a VP, Head of Marketing Analytics to lead the data-driven heartbeat of Marketing at ServiceNow. You'll drive the insights that give us real-time visibility into what's working-and what to do next. From attribution to AI, from pipeline to buying group insight, you'll make sure every decision we make is rooted in truth. You'll own the data story. You'll shape the models. And you'll serve as the go-to leader for marketing performance across the C-suite-turning marketing data into enterprise clarity. You'll also be a catalyst for how Marketing operates-defining the metrics that matter, embedding an AI-native, data-driven mindset across every team, and partnering cross-functionally so we win as one team.

Responsibilities

• Unify the data backbone of Marketing
• Centralize all marketing analytics functions into a single, accountable team-focused on speed, clarity, and strategic impact.
• Define and own the metrics that matter
• Establish the 'true north' KPIs for Marketing and each function within it-ensuring every leader, region, and program is aligned on what success looks like and how we measure it.
• Lead attribution and full-funnel visibility
• Own our end-to-end measurement architecture, including multi-touch attribution, MMM, lead scoring, campaign performance, pipeline diagnostics, and marketing impact.
• Model how buying really happens
• Develop segmentation, journey, and buying group models that reflect how modern enterprise decisions are made-across personas, channels, and touchpoints.
• Champion AI as a growth and capacity engine
• Be the primary driver of making Marketing an AI-native, data-driven organization. Define and prioritize AI use cases across the funnel, work across teams to make them real, and drive adoption at every level.
• Win as a team
• Work cross-functionally with enterprise Data & Analytics, Sales, Finance, and other stakeholders to ensure shared definitions, connected systems, and an enterprise-wide view of marketing's impact.
• Scale insight across the marketing organization
• Design and scale an analytics model that equips regional and functional marketing teams with the right data and self-serve insights to make confident decisions-while maintaining enterprise alignment.
• Lead a high-performance team
• Hire and develop world-class talent across data science, marketing analytics, and business insight. Build a culture grounded in accuracy, transparency, and velocity.
• Influence at the highest levels
• Serve as the CMO and Marketing Leadership Team's strategic partner. Guide the business with facts-not opinions.

Requirements

• Thorough subject matter expertise in the metrics, models, and methods that drive modern marketing performance
• Deep experience in data architecture, attribution, funnel modeling, and performance frameworks
• Proven track record deploying AI/ML in marketing-from forecasting to optimization to anomaly detection. And an insatiable curiosity for what the world comes up with next.
• Strong command of Snowflake, Adobe Experience Cloud, ServiceNow, and modern BI platforms (e.g., PowerBI) or similar technologies
• Executive presence and strategic mindset-able to guide investment and influence cross-functional decisions
• A buying group mindset, and the data models to support it