Brand Strategist

Responsibilities

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

Preferred

B2B enterprise experience preferred

Benefits

Equity (when applicable)

Variable/incentive compensation

Health plans, including flexible spending accounts

A 401(k) Plan with company match

ESPP

Matching donations

A flexible time away plan

Family leave programs

Glassdoor

3.9

Cloud platform for digitizing and unifying organizations.

Santa Clara, California, USA

http://www.servicenow.com

Distribution of Different Job Fields Receiving Sponsorship

Represents job field similar to this job

Marketing

Engineering and Development

Product Management

Customer Service and Support

Management and Executive

Accounting and Finance

Creatives and Design

Sales

Human Resources

Legal and Compliance

Arts and Entertainment

Trends of Total Sponsorships

*2026

(543)

2025

Qualifications

Several years of experience in brand strategy, communications planning, or insights development—at an agency, consultancy, or in-house marketing function

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

B2B enterprise experience preferred

Required skills

Brand Strategy, Brand Positioning, Brand Architecture, Competitive Positioning, Audience Research, Market Research, Brand Measurement, Brand Tracker Design, Primary Research Surveys, Primary Research Interviews, Communications Planning

Preferred skills

B2B enterprise experience preferred

Experience

Mid level