品牌策略师
Brand Strategist
#### 公司简介
一切始于工程师弗雷德·卢迪为他的同事菲利斯编写了一段代码，自动化了一个繁琐的任务。她感动得喜极而泣。那一刻启发了弗雷德创建一家公司，让每个人都能摆脱琐事，专注于有意义的工作。如今，ServiceNow 是企业重塑的 AI 控制中心。我们的 ServiceNow AI 平台汇聚任何 AI、任何数据和任何工作流程，帮助 85% 的财富 500 强®企业更聪明、更快、更好地工作。我们正在打造一个以 AI 为核心的文化，让技术和人才无坚不摧地结合在一起。而我们才刚刚开始。
加入我们，让 AI 为人们工作。
#### 职位描述
ServiceNow 正在寻找一名品牌策略师，支持品牌战略团队内的战略性品牌发展和定位。该职位将帮助塑造 ServiceNow 在市场中的定位、理解和差异化——制定受众洞察、框架和竞争定位，这些将指导品牌和营销工作以及品牌与整合营销活动之间的连接点。
该职位适合一位对 AI 时代的企业转型充满好奇，并能将庞大的市场和受众复杂性转化为清晰定位和战略建议的人。你将支持品牌战略团队进行受众和市场调研，并作为整合营销的战略合作伙伴，从品牌到购买群体映射受众和信息传递策略。你将帮助我们通过明确阐述的观点强化品牌作用，这些观点基于行业研究和新兴的品牌效果理念。
你将与品牌、产品营销、整合营销以及内部和外部研究合作伙伴合作，构建基于市场研究、买家洞察和环境分析的战略。在此过程中，你将帮助我们探索如何利用 AI 加速研究、竞争分析和战略制定，同时深化塑造我们品牌方向的以洞察为导向的思维方式。
**你将负责**
- 在服务现在的产品组合和业务职能中，根据原始研究、市场数据和竞争分析，制定并测试品牌定位、架构和竞争策略。
- 对关键人物画像和购买群体（包括 IT、HR、客户服务、安全与风险）进行受众研究和买家洞察分析，以了解他们的优先事项和决策标准。
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#### 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 seeking a Brand Strategist to support strategic brand development and positioning within the Brand Strategy team. This role will help shape how ServiceNow is positioned, understood, and differentiated in the market—developing the audience insights, frameworks and competitive positioning that inform brand and marketing work and the connection points between brand and integrated marketing campaigns.
This role is for someone who is curious about enterprise transformation in the age of AI and who can translate immense market and audience complexity into clear positioning and strategic recommendations. You’ll support the brand strategy team in audience and market research and act as a strategic partner to integrated marketing, mapping audience and messaging strategies from brand to buying groups. You’ll help us reinforce the role of brand through well-articulated points-of-view, grounded in industry research and emerging brand effectiveness thinking.
You'll partner across brand, product marketing, integrated marketing, and with internal and external research partners to build strategies grounded in market research, buyer insights, and landscape analysis. Along the way, you'll help us explore how AI can accelerate research, competitive analysis, and strategy while deepening the insight-driven thinking that shapes our brand direction.
**What you'll do**
- Develop and stress-test brand positioning, architecture, and competitive strategy across ServiceNow's portfolio and business functions, informed by primary research, market data, and competitive analysis.
- Conduct audience research and buyer insight analysis across key personas and buying groups—including IT, HR, Customer Service, and Security & Risk—to understand their priorities, decision-making criteria, and how ServiceNow is perceived.
- Build strategic frameworks that guide brand decisions: brand architecture models, category definitions, competitive positioning maps, and persona-based strategy documents.
- Support brand measurement and health tracking— interpreting brand trackers, correlating findings with other sources and translating metrics into strategic recommendations for leadership.
- Competitive intelligence analysis, including positioning research, messaging analysis, and landscape mapping that informs our strategic differentiation.
- Support M&A integration and acquisition strategy through brand architecture assessment, equity evaluation, and integration recommendations.
- Use primary research (surveys, interviews, focus groups), secondary sources (analyst reports, market data), and campaign performance data to validate and evolve strategy.
- Experiment with AI tools that accelerate research synthesis, competitive analysis, and strategic modeling, sharing findings and best practices with the team.
- Support the existing team with ongoing programs and initiatives
#### Qualifications
**What you'll bring**
- Several years of experience in brand strategy, communications planning, or insights development—at an agency, consultancy, or in-house marketing function. B2B enterprise experience preferred.
- Demonstrated experience developing brand positioning, architecture strategies, or competitive positioning frameworks grounded in research and market analysis.
- Strong capability in audience research and insight development—designing research, analyzing findings, and translating insights into strategic recommendations.
- Solid understanding of brand measurement, tracker design, and how to interpret brand health metrics to inform strategy.
- Ability to synthesize complex market, competitive, and customer data into clear strategic recommendations for leadership.
- Excellent written and verbal communication skills—you can distill complex analysis into compelling strategy documents and present recommendations with confidence to senior leaders.
- Comfort designing and interpreting primary research (surveys, interviews) and working with research methodologies.
- Intellectual curiosity about competitive landscapes, market trends, and category dynamics—you read widely and think strategically about how markets shift.
- Curiosity about AI and enthusiasm for using new tools to enhance research, analysis, and strategic thinking.
- An eagerness to develop expertise, contribute to cross-functional strategic discussions, and raise the bar on brand strategy rigor.
- A self-starter mentality, proactively spotting opportunities and taking steps to surface and solve them
For positions in this location, we offer a base pay of **$123,900 - $216,800**, 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](https://careers.servicenow.com/life-at-servicenow#workpersonas). 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, religion, sex, sexual orientation, national origin, age, disability, gender identity, 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 [globaltalentss@servicenow.com](mailto:globaltalentss@servicenow.com) 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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