At ServiceNow, our technology makes the world work for everyone, and our people make it possible. We move fast because the world can’t wait, and we innovate in ways no one else can for our customers and communities. By joining ServiceNow, you are part of an ambitious team of change makers who have a restless curiosity and a drive for ingenuity. We know that your best work happens when you live your best life and share your unique talents, so we do everything we can to make that possible. We dream big together, supporting each other to make our individual and collective dreams come true. The future is ours, and it starts with you.
With more than 7,700+ customers, we serve approximately 85% of the Fortune 500, and we're proud to be one of FORTUNE 100 Best Companies to Work For and World's Most Admired Companies.
We are seeking a curious and analytical Brand Strategist to join the beating heart of the ServiceNow movement and help us take our brand to new heights. The ideal candidate is a data-savvy strategist who can distill a range of complex data sets, turning them into actionable insights, strategy and direction that move our brand forward.
Job Description
We are looking for a brand strategist who thrives in understanding and connecting the dots across a wide range of sources – from brand health data to social listening, campaign performance, industry reports, quantitative and qualitative audience research, desk research – and everywhere in between. A brand strategist who enjoys nothing more than moving from data-led understanding to clear and simple stories that illuminate how our brand is doing, that can be shared at an executive level. This role will work in partnership with a small team of strategists, who are part of the larger Brand Strategy & Creative team at ServiceNow.
Responsibilities
- Brand Measurement and Reporting: Act as the primary driver for our brand measurement program, in partnership with our analytics team and external research partner (Morning Consult). Leverage a range of sources (industry data, brand health data, etc.) to make the ongoing case for brand – the academic case for “why brand” as well as demonstrating the efficacy of the work we’re doing with our brand efforts and investment.
- Regularly monitor and analyze key brand metrics, with a primary focus on unaided and aided awareness and consideration, across global markets, using various analytics tools including Morning Consult, Nielsen and Sprinklr.
- Oversee production of quarterly strategic reports on brand performance. As part of this, conduct competitive analysis to ground tracker data in broader understanding of what is happening amongst our competitor set, build recommendations based on the findings and summarize all of this succinctly and clearly, for executive understanding.
- Drive strategy for how we evolve and update our tracker questionnaire, in line with business strategy changes or new measurement opportunities.
- Integrate owned data with broader industry data and methodologies around brand health (e.g. Interbrand Brand Valuation, Kantar BrandZ) and creative testing methodologies (e.g. System1).
- Outside-in perspective / voice of the customer: Collaborate on and lead initiatives to better integrate the voice of the customer into our brand strategy foundations and day-to-day work.
- Help build out key customer personas and integrate deeper understanding of them into our briefing and creative processes – in partnership with the Product Solutions Marketing and innovative synthetic research partners.
- Leverage access to customers and community members to integrate a dynamic understanding of their perceptions and needs into the work that we do (e.g. focus groups, customer interviews, survey methodologies).
- Proactively identify new opportunities to integrate deeper customer understanding into the broader marketing organization to inform more impactful and relevant marketing.
- Brand Evangelist: Help to educate the wider team and company on the importance of brand and what makes for an iconic brand. What does a great brand look like, why it has huge impact in driving business results, and how every person, every interaction, every email, every handshake is part of creating our brand.
- Strategy & Brief development: Partner with stakeholders and agencies to craft strategies for various programs, tying back to our larger brand strategy – helping ensure a cohesive and consistent brand presence that drives our organization forward. Craft insight-rich briefs that will inspire creative teams (internally and externally) to develop impactful and breakthrough work that delivers on the strategy.
- Positioning & Messaging: Partner with broader team to devise clear brand, campaign and product positioning statements and messaging frameworks that help us build clarity and consistency over time. Leverage available customer insights, and knowledge of competitor + tech landscape to inform language development that is simple, clear and differentiating.
Qualifications
To be successful in this role you have:
- 10-12 years of experience in brand strategy, including time spent working for/at a company in the B2B Technology space.
- Familiarity or experience with digital enterprise platforms and challenger brand strategies is desirable.
- Strong communication and collaboration skills to effectively work with cross-functional teams.
- Demonstrated ability to simplify – boiling vast amounts of information down to simple, insightful nuggets that teams can action and build great creative and communications around.
- Curious mindset and desire to probe the why and the story behind the data.
- Experience working with creative groups (either in-house or at agencies) and an ability to craft insight-rich strategies and briefs that will inform great creative work.
- Ability to navigate constant change in a fast-moving and fast-growing organization.
- Bachelor’s degree in marketing, communications, business or a related field is preferred.