Activation Director

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 — Service Now 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.

People Experience Activation Director serves as the outbound product leader for Global People’s portfolio of employee‑facing products and experiences. This role ensures that every product designed and delivered by HR Product Teams achieves broad adoption, measurable impact, and continuous improvement.

You will lead the go‑to‑market and activation strategy for new and enhanced products across the employee lifecycle – connecting technical readiness with human adoption. Working in close partnership with DT’s Product Activation team, you’ll ensure seamless launches, clear storytelling, and sustained engagement that improves the way employees and leaders experience work every day.

• Own the end‑to‑end activation lifecycle for assigned HR products—from early readiness through sustained adoption
• Define clear success criteria, OKRs, and KPIs tied to experience, utilization, and business outcomes
• Segment audiences and tailor activation approaches for employees, managers, leaders, and People teams
• Collaborate with People Analytics to measure adoption, satisfaction, and impact through dashboards and the AI Control Tower

• Co‑create positioning, narratives, and value stories that connect product capabilities to real business needs
• Lead launch readiness in partnership with Product Managers, DT, and Communications—integrating messaging, training, and support experiences
• Ensure launches are AI‑ready and include clear guidance for responsible and effective AI use
• Maintain a unified activation calendar with DT Product Activation for synchronized enterprise releases

• Drive early adoption and sustained engagement through campaigns, champions, and community programs
• Leverage behavioral data and feedback to optimize engagement tactics and close adoption gaps
• Partner with regional HR teams to adapt activation for local context and culture
• Establish and manage a network of Leader Advocates and Product Champions to amplify usage

• Lead structured feedback loops with employees, leaders, and People Support to surface product experience insights
• Combine employee sentiment with system analytics to produce actionable insights for Product Managers and COEs
• Facilitate post‑launch retrospectives to codify lessons learned and inform future releases
• Maintain real‑time adoption dashboards and share progress in People Portfolio reviews

• Operate in a dual activation model with DT—DT owns platform readiness; HR owns human adoption and experience outcomes
• Represent HR Product in the enterprise release council and ensure consistent cross‑functional alignment
• Partner with the AI Steering Committee and AI Enablement Teams to track adoption, quality, and responsible use of AI‑driven products
• Build trusted relationships across COEs, HRBPs, and business leaders to sustain momentum and drive continuous improvement

• ≥ 70 % active use of new HR products within 90 days of launch
• Documented uplift in employee experience metrics (eNPS, satisfaction, task completion time)
• Clear linkage between product adoption and business or people outcomes (productivity, engagement, retention)
• Demonstrated continuous improvement velocity—insights acted on each quarter
• Recognized by peers as a model for product‑led change management and enablement

• 8 + years of experience in Product Marketing, Product Operations, Employee Experience, or Change Enablement—preferably in…