Senior Director, Portfolio Naming

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.

As Service Now's pace of innovation accelerates across AI, platform capabilities, products, solutions, acquisitions, and industry offerings, the volume, complexity, and strategic importance of naming decisions continues to grow. The company manages a large and evolving portfolio of products, capabilities, experiences, offers, and technologies, creating an ongoing need to ensure customers can easily understand how the portfolio fits together and where each offering belongs.

We are seeking a Senior Director, Portfolio Naming to lead the next phase of evolution for Service Now's naming capability.

This leader will establish the strategy, governance, operating model, tooling, and organizational structure required to scale naming across a rapidly expanding portfolio. They will help move the function beyond managing individual naming requests and toward actively shaping a coherent, customer-centric naming ecosystem that strengthens portfolio clarity, improves decision velocity, and supports future growth.

This is not primarily a naming role.

It is a portfolio strategy, operating model, and organizational leadership role for someone who understands how enterprise technology portfolios evolve, how customers navigate complexity, and how strong naming systems create clarity, differentiation, and commercial impact.

What You'll Do

Define the Portfolio Naming Strategy

Develop the long-term vision, principles, and frameworks that guide naming across Service Now's product portfolio.

Establish clear approaches for products, platform capabilities, AI experiences, solutions, offers, acquisitions, and future innovations.

Continuously evaluate how naming decisions collectively shape customer understanding of the portfolio and identify opportunities to improve clarity, consistency, hierarchy, and scalability.

Move beyond individual naming requests to proactively identify emerging challenges and opportunities before they become larger portfolio issues.

Serve as Steward of the Portfolio Naming Ecosystem

Own the health and evolution of Service Now's broader naming ecosystem.

Evaluate the cumulative impact of naming decisions across the portfolio and develop strategies to reduce fragmentation, improve consistency, strengthen naming architecture, and create greater coherence over time.

Partner across Product, Marketing, Brand, Legal, and Operations to establish sustainable naming practices that balance innovation with long-term portfolio clarity.

Help guide decisions around what should be named, what should not be named, and how naming constructs should evolve as the portfolio grows.

Build a Scalable Enterprise Capability

Transform naming from a high-volume service into a scalable enterprise function.

Design and implement the governance, prioritization frameworks, workflows, dashboards, tooling, metrics, decision forums, and operating mechanisms required to support an increasingly complex portfolio.

Build systems that improve transparency, reduce manual effort, increase consistency, and accelerate decision making.

Leverage AI, automation, workflow technology, and modern operating practices to scale impact without scaling complexity. Existing investments in naming work spaces, governance, tooling, workflows, and measurement should continue to mature into a durable operating model.

Lead Strategic Product and Portfolio Engagement

Partner with Product Management, Portfolio Marketing, Brand, Design, Legal, Pricing & Packaging, and executive stakeholders to shape naming decisions early in the planning process.

Develop deep understanding of Service Now's products, roadmap, architecture, AI strategy, competitive landscape, and customer challenges.

Translate complex technical concepts into clear, commercially effective naming strategies that support customer adoption and portfolio understanding.

Influence discussions before naming becomes a tactical exercise, helping teams make better decisions about products, capabilities, categories, hierarchy, and market positioning.

Drive Executive Alignment and Decision Making

Lead some of the company's most visible and strategically significant naming initiatives.

Frame complex decisions, clarify trade-offs, align stakeholders, and provide clear recommendations that enable executive decision making.

Represent the naming function in leadership reviews,…