Director, Events Strategy

It all started in sunny San Diego, California in 2004 when a visionary engineer, Fred Luddy, saw the potential to transform how we work. Fast forward to today — Service Now stands as a global market leader, bringing innovative AI-enhanced technology to over 8,100 customers, including 85% of the Fortune 500®. Our intelligent cloud-based platform seamlessly connects people, systems, and processes to empower organizations to find smarter, faster, and better ways to work.

But this is just the beginning of our journey. Join us as we pursue our purpose to make the world work better for everyone.

The Role

As a Director to guide Now on Now's event strategy, reporting into the VP of Now on Now, this is not a traditional event marketing role.

You will work closely with practitioners who use our product every day to run our company. You will package those real-world, gritty, technical stories and work across all Marketing stakeholders to bring the stories to life via events @ scale.

You will be the self-directed owner of this strategy. You will need to question the status quo, push back on "fluff," and ensure our events provide real value to practitioners and buyers.

We're looking for a dynamic professional to drive our 12b+ pipeline, generate event roadmaps, and strategy. This high-impact, high-visibility role blends strategic direction positioning, thought innovation, and event management — ensuring Now on Now's mission is fully supported and maximized across every channel and stage.

You'll help shape our external voice, manage thought innovation opportunities, and coordinate the orchestration of strategic events. Working across Sales, Marketing, Product, PR, and Communications, you'll create moments that inspire, connect, and deliver measurable business impact.

What You Will Do

Own the Strategy, Plan & Delivery

• Run it like a business:
  You are responsible for the strategy and delivery of how Now on Now shows up at external events (customers and partners). You don't wait for assignments; you identify the opportunities and build the roadmap. Measure impact using data and feedback to refine strategy and outcomes

• Create scale:
  Scale events with a repeatable format that works for different personas, channels, and regions, and have a playbook for scale.

• Coordinate end-to-end event planning and execution for major marketing and industry events, and internal moments such as Sales Kickoff. Partner cross-functionally with Sales, Marketing, GTM, and Communications to ensure aligned messaging and maximum impact.

Disrupt the story with authentic and credible practitioner stories

• Disrupt "run of the mill" messaging:
  Instead of polished, high-level messaging, your job is to inject reality. You will work with Product Marketing to influence authentic differentiating messages that influence buyers.

• Manage Friction:
  You will often be the dissenting voice in the room. You need to be comfortable managing senior stakeholders and then offer a disruptive alternative.

• Shape the Field Narrative:
  Equip our events with stories that resonate with buyers. Give them the "how and why we really did it" story, not just the sales pitch.

• Redefine the customer experience @ events

Kill the PowerPoint:

• You will drive the creation of interactive experiences at events —live demos, "build your own…" interactions, "day in the life" videos, round tables, hands-on workshops etc.

• Practitioner Empathy:
  You understand what practitioners dislike (marketing spin) and what they love (real world use cases and value). You will advocate for the audience in every planning meeting.

• Cross-Functional Collaboration & Stakeholder Engagement:
  Serve as the connective tissue & build strong relationships between Executive Strategy, Marketing, Sales, and Communications teams — aligning priorities and orchestrating moments that matter.

Who You Are

• You have "practitioner" DNA:
  You might have a background in marketing, evangelism, or product marketing. You prefer an inspiring, differentiating demo over a rehearsed slides-based narrative.

• You are self-directed:
  You can navigate a complex organization. You know who to talk to in practitioners to get the data, and who to influence in GTM on…