Director, Industry Marketing - Insurance

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, Service Now is the AI control tower for business reinvention. Our Service Now 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.

We are looking for a Director of Industry Marketing to own positioning and go-to-market strategy for one of Service Now's highest-priority industries:
Insurance.

AI is not a pilot in your industry anymore. The companies proving real, measurable business outcomes are setting the pace, and every buyer in Insurance is watching. Insurance carriers and brokers are modernizing operations and accelerating business outcomes as competitive, security,and regulatory demands intensify.

Service Now delivers real business outcomes across the full industry value chain. Notpointsolutions. Not bolt-on AI. A single platform that connects people, data, and workflows across every function, from the front office to operations to risk and compliance, in the language and context of your industry. The proof is in customer results: hours saved, cycle times cut, processes automated, and costs reduced in ways that executives can take to their boards.

This role holds the pen. You will define how the world understands Service Now's role in transforming Insurance, writing the narrative that maps AI-driven change across the industry value chain to the specific solutions Service Now delivers. You will operate at the frontier of product marketing: building message houses where none exist, shaping the industry solution map narrative, and arming a cross-functional Industry POD with the positioning and assets they need to win the most strategic accounts in the market.

• Own and publish the industry message house for the full Service Now platform in the language of your industry, including positioning for all prioritized solution areas, with quarterly updates loaded to Seismic and Claude.
• Lead go-to-market strategy for your industry within the cross-functional Industry POD, translating buyer dynamics, competitive pressure, and AI adoption trends into executable plans.
• Own the Marketing BOM for all prioritized industry solutions: corporate narratives, pitch decks, hero demos, battle cards, customer stories, and Sales Success Center pages.
• Direct Service Now's presence at first-party events (Knowledge, Industry Expo) andownthe content and engagement strategy for key third-party industry events.
• Partner with Demand Gen and Field Marketing to drive measurablepipelinefrom industry events and campaigns, with targets, ROI tracking, and outcome reporting tied to team OKRs.
• Translate platform and AI innovation, including Now Assist, AI agents, and industry-specific solutions, into outcome-based narratives grounded in the customer's value chain and the business results they are accountable for.
• Drive field adoption through enablement programs and seller certifications. If sellers are not using it, it does not count.
• Use AI tools as your primary workflow across research, drafting, content iteration, and competitive intelligence. You set the standard for how this team works in an AI-native world.

To be successful in this role you have:

• 12+ years of B2B marketing experience, with at least 5 years focused on Insurance at an enterprise software or technology company.
• Deep command of the industry: buyer personas, C-suite priorities, AI buying cycles, competitive dynamics, and the business outcomes that drive platform investment decisions.
• Proven track record building message houses and solution narratives that connect platform capabilities to industry-specific outcomes, create pipeline, and accelerate deals.
• You make AI tools work for you every day, whether that…