Senior Manager, Product Marketing – CRM for Banking

ServiceNow is an innovative company focused on AI-driven business solutions. The Senior Manager of Product Marketing for CRM for Banking will oversee the product marketing strategy, ensuring effective communication of the product's value to banking clients and supporting sales efforts through expert positioning and messaging.

Responsibilities:

• Own the product narrative for CRM for Banking. Develop and maintain crisp, compelling messaging for Banking CRM, inclusive of Financial Services Operations. Connect its AI, data, case management, workflow, integration, and governance capabilities to the outcomes banking buyers care about most. Articulate why ServiceNow can connect customer engagement with end-to-end execution across front, middle, and back offices
• Drive release cycles from product to market. Partner closely with product management to stay ahead of the Financial Services Operations roadmap, translate new banking capabilities into market-ready messaging, and orchestrate launches that create real momentum. Turn innovation across customer onboarding, customer service, relationship growth, disputes, fraud, complaints, cards, deposits, loans, payments, treasury, and AI-powered banking operations into clear buyer value
• Create the messaging that powers banking sales. Develop positioning, proof points, competitive differentiators, and narrative frameworks that give sellers a consistent story for Banking CRM. Make the value tangible for retail, commercial, cards, payments, fraud, treasury, contact center, digital, technology, risk, and operations stakeholders
• Support active banking sales cycles with expert positioning. Be the product marketing partner the field can call when a Banking CRM opportunity gets complicated. Bring sharp positioning, competitive clarity, product depth, and fluency in banking operations to strategic pursuits, executive briefings, demos, workshops, and proof-of-value motions
• Translate the competitive landscape into clear differentiation. Monitor traditional CRM platforms, workflow and case-management vendors, AI-native entrants, contact center providers, and custom-build approaches. Use AI-powered research to synthesize market signals and maintain differentiation grounded in ServiceNow's ability to orchestrate compliant, end-to-end banking work, not simply manage the front-office interaction

Requirements:

• 7+ years in B2B product marketing or industry marketing, with meaningful exposure to banking, financial services technology, CRM, customer service, or operations platforms
• Proven experience in product marketing. You know the craft. Positioning frameworks, messaging hierarchies, launch planning, sales enablement, competitive analysis, customer stories: these aren't new concepts to you. You've done the work and have the launches to show for it
• Real familiarity with banking. You understand how customer journeys cross retail and commercial banking, contact centers, branch and relationship-management teams, and middle- and back-office operations. Concepts such as KYC/KYB, disputes, fraud, complaints, onboarding, servicing, payments, cards, deposits, loans, treasury operations, and regulatory controls are not new to you
• A track record of partnering with product, sales, solution consulting, and industry go-to-market teams to drive pipeline and adoption, not just awareness. You measure success in deals influenced, seller activation, sales cycles accelerated, and market impact
• The ability to make complex banking technology feel simple. You can translate an AI-native platform, banking data model, workflows, integrations, and embedded controls into a concise story for an executive buyer with a specific operational or customer problem to solve
• AI is already central to how you work, and you can prove it. You've rebuilt your workflow around AI tools in the last 12 months. Research, drafting, competitive monitoring, asset creation, release content: AI is in all of it. You can speak specifically to what changed, what you stopped doing manually, and how it made your output better and faster
• You think in systems, not one-off tasks. You don't just use AI for individual pieces of content. You build AI-assisted workflows that your whole team can run. Repeatable, scalable, and high-quality output is the standard you hold yourself and others to
• Strong cross-functional instincts. You're effective influencing product managers, field sales leaders, and demand generation teams without direct authority over any of them