Senior Manager, Influencer Marketing & Amplification Lead

ServiceNow is an AI platform company focused on helping businesses work smarter through connected AI, data, and workflows. The Senior Manager, Influencer Marketing & Amplification Lead will drive the global influencer program, build an influencer center of excellence, develop creator relationships, manage paid amplification, and measure business impact across platforms and markets.

Responsibilities:

• Build and Steward the Center of Excellence: Establish and manage ServiceNow's influencer center of excellence—creating frameworks, best practices, toolkits, and measurement standards that cross-functional teams (talent brand, ServiceNow University, etc.) can leverage for their own influencer initiatives. Serve as the connector across all influencer programs company-wide, ensuring strategic alignment, efficiency, and shared learnings
• Own Brand Influencer Strategy: Build and execute ServiceNow's always-on global influencer program rooted in authentic, long-term creator relationships and audience engagement. Reach enterprise buyers where they spend time, test new approaches, and identify what drives real business outcomes (not just vanity metrics). Develop a portfolio of creator partnerships that sustain ongoing visibility, expand reach, and support product adoption across global markets. Align influencer programming with product launches, strategic initiatives, and growth strategies
• Enable Global and Regional Execution: Own the global influencer strategy and framework while partnering with regional marketing teams to enable local execution. Provide the tools, insights, and best practices that allow regional teams to activate influencer programs that are culturally relevant and locally resonant
• Identify Creative Opportunities: Own the creative vision for influencer activations—from social-first content to guerrilla marketing moments. Develop compelling creative briefs that inspire great work. Know when to go big with a tentpole activation and when a simple co-created LinkedIn post will do more. Partner with agency partners and creative teams to develop campaigns that feel native to each platform and authentic to each creator's voice
• Cultivate Authentic Relationships: Build a network of influencers, creators, and customer advocates who genuinely want to work with us—not because we pay well (though we do), but because they believe in what we're doing. Focus on long-term partnerships over transactional one-offs
• Own Influencer Content Amplification Strategy: Define and execute the paid amplification strategy for influencer content to maximize reach, engagement, and business impact. Manage the paid budget allocation for boosting creator-produced content across LinkedIn, Meta, TikTok, YouTube, and emerging platforms. Test and optimize paid distribution formats—from sponsored posts to paid amplification partnerships—to extend organic reach while maintaining authenticity. Work cross-functionally with the paid media team to ensure influencer content gets the media support it deserves and connects to broader campaign performance. Track paid amplification ROI by content type, creator tier, platform, and campaign to inform budget reallocation and creative optimization
• Manage Agency Partnerships: Own relationships with key agency partners. Lead strategic briefings, align on campaign objectives, and partner with agencies to identify and execute optimizations across influencer campaigns—from interviews and masterclasses to emerging content formats and platform experiments
• Partner on Product Strategy: Collaborate with product marketing to understand product messaging, launches, and education initiatives—leveraging these insights to inform influencer strategy and identify the right creators to amplify key product narratives
• Drive Performance and Measurement: Define what success looks like in both organic influencer engagement and paid amplification efficiency—tracking earned media value (EMV), cost-per-reach, engagement rates, and downstream business outcomes (leads, pipeline attribution, sales influence). Build measurement frameworks that separately assess organic performance and paid amplification performance, then analyze the interaction effect (how paid distribution of organic content compounds reach and brand lift). Use data to tell stories about impact
• Stay Ahead of the Curve: Monitor trends across business, tech, culture, and social media to inform proactive, culturally relevant activations. Test emerging platforms and creative formats. Be the person who flags when we need to try something new before everyone else does it
• Ensure Compliance: Work with legal and compliance teams to ensure all influencer and creator content meets regulatory standards while maintaining authenticity and creative integrity
• Create Scalable Systems: Build the frameworks, processes, and toolkits that let this program grow without losing authenticity. Document what works so this becomes repeatable, not a one-person magic trick

Requirements:

• 7+ years in influencer marketing and creator partnerships
• Deep fluency in the creator ecosystem across platforms—LinkedIn, TikTok, Instagram, YouTube, Meta, Substack, Reddit, X, and whatever's emerging next
• You know the difference between influencer clout and genuine thought leadership
• You understand how platform dynamics shift, what content formats work where, and what actually drives engagement beyond vanity metrics
• Proven leadership experience—either managing teams or leading complex programs in matrixed organizations
• You can rally people around a vision even when you don't have direct authority
• Comfort with AI as a force multiplier
• You're already thinking about how AI can help scale research, optimize content, or uncover insights
• You're an early adopter, not a skeptic, and you bring that AI-forward mindset to everything you build
• Budget management chops
• You've managed multi-million-dollar programs and made strategic trade-offs between influencer fees, content production, paid amplification, macro-influencers, and micro-creators
• Paid media strategy and execution
• You've managed paid budgets to amplify organic content (influencer, UGC, owned content)
• You understand paid distribution mechanics across platforms and can optimize spend to maximize both reach and quality of engagement
• You know when to pay for scale and when organic-first makes more sense
• Analytical rigor
• You can build measurement frameworks, interpret data, and translate performance into executive-ready narratives
• Elite relationship-building skills
• You're as comfortable negotiating with influencer agents as you are building authentic rapport with creators themselves
• That je ne sais quoi that makes creators want to work with you and ServiceNow
• Existing relationships with enterprise tech influencers or LinkedIn creators
• Experience in AI/emerging tech
• A proven track record of doing something innovative in influencer marketing that made people go "wait, you can do that?"
• Experience working with legal and compliance on creator partnerships (you've successfully argued why something is worth the risk)
• Experience building measurement models that connect paid amplification spend to downstream business outcomes (brand lift, demand gen, product adoption)