Brand Strategist

Summary

ServiceNow is an AI platform company helping organizations connect AI, data, and workflows to improve business operations. The Brand Strategist will support brand positioning, audience and buyer research, competitive analysis, brand measurement, and strategic frameworks that guide brand and integrated marketing decisions.

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

Skills

• 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

Qualifications

Must Haves

• 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

Nice to Haves

• B2B enterprise experience preferred

Benefits

• Equity (when applicable)
• Variable/incentive compensation
• Health plans, including flexible spending accounts
• 401(k) Plan with company match
• ESPP
• Matching donations
• Flexible time away plan
• Family leave programs
• Flexible or remote work arrangement