ABM Industry Cluster Marketing Manager (Telco)

Job Description

ABM Industry Cluster Marketing Manager (Telco)

Reports to: Head of ABM, Global Industry Clusters

ServiceNow is changing the way people work. With a service-orientation toward the activities, tasks and processes that make up day-to-day work life, we help the modern enterprise operate faster and be more scalable than ever before.

We’re disruptive. We work hard but try not to take ourselves too seriously. We are highly adaptable and constantly evolving. We are passionate about our product, and we live for our customers. We have high expectations and a career at ServiceNow means challenging yourself to always be better.
Role

Responsible for championing a customer-centric ABM culture and mindset through the creation and advocacy of a global one-to-few Telco cluster.

A one-to-few approach, starts with identifying a group of accounts with similar business attributes, challenges, and initiatives that can be used to orchestrate lightly-customized ABM campaigns that can be further executed by field marketing for groups of accounts with similar issues and needs. The resulting materials can then also be adapted and further customized to suit a 1:1 outreach where relevant.

You will be responsible for cross-functionally collaborating with teams across sales, field and industry marketing, GTM, global campaigns, solution consulting and agency partners to oversee the creation, development, scalability and accessibility of ABM.

To enable scale, you will create ABM industry cluster playbooks, content, and creative. You will act as a guide for the field marketing teams that are responsible for the delivery plan, adaption, activation and alignment to their local priorities.

You will be part of the ABM & CXO Engagement team. We are an incubation hub for marketing innovation to ensure our ABM programs are world-class and have measurable impact on pipeline contribution across multiple channels including digital, direct mail, and other targeted ABM programs.

Responsibilities

• Develop and implement a targeted ABM strategy to support growth initiatives across our global customer and prospect base.
• Develop and implement jointly with sales and field marketing pipeline generation and acceleration programs for specific, targeted accounts and cont
• Interface with sales to create annual and quarterly sales and marketing plans, aligned to the local field and ABM plans, that focus on new logos and accelerate existing opportunities.
• Design & execute targeted 1: few ABM marketing initiatives to meet pipeline requirements of varied account segments.
• Leverage data and insights to build and maintain comprehensive account profiles and target personas; oversee a database of named contacts to align marketing and sales in defining the target audience required to achieve account goals.
• Collaborate with the global ABM team to create and gain consensus for cross-portfolio GTM plans and marketing plays in alignment with strategic product mandates and sales directives.
• Identify opportunities to improve marketing effectiveness through better audience segmentation, marketing techniques, and processes.
• Evaluate, select and manage vendors and agencies to help translate goals into deliverables

Key Skills Required

• Mandatory requirement of fluent (C2) language skills for English plus one other core local language.
• Program Skills: The ability to build and manage key program dependencies to drive the desired outcomes.
• Content/Market Skills: market and domain knowledge helpful
• Relationship building: Must be able to quickly establish senior executive level relationship and trust
• Writing Skills: Ability to review/edit content with opinion and writing skills
• Leadership and influence: Ability to help lead, guide and influence across the company to develop and deliver to plan and common objectives
• Best in class marketing, demand generation or field marketing experience with a high-tech company, with 5+ years of experience. Key account marketing experience would be a bonus.
• Commercially savvy marketer who can interface with sales to develop annual and quarterly account plans. You should be able to demonstrate the impact of ABM on goals such as pipeline, acquisition of new logos, revenue and reputation etc. by account.
• Proven track record of planning, executing and delivering commercial goals through integrated marketing campaigns.
• Solid understanding of business management and operations, including finance/revenue principles.
• Excellent project, analytical and budget management skills.
• Attention to detail and discipline to follow established policies and processes.
• Strategic thinker / problem solver.
• Familiarity aligning integrated marketing campaigns to a sales cycle and how to employ marketing communication strategies to nurture leads, drive adoption, and accelerate growth.
• Experience working in fast paced work environments, managing multiple projects simultaneously.
• The ideal candidate will have a curious mind, with an appetite to learn new things.

Experience Required

• Proven market experience in at least 2 major Asia Pacific and Japan countries
• Industry expertise in Telecommunications
• Strong team player able to think and plan strategically with a bias toward execution.
• Candidate should have 7-10 years of marketing experience in Telecommunications.
• Ideal candidate has 2+ years specifically running account-based marketing efforts.
• Hands-on data and analytics experience using CRM and/or marketing automation software required.
• Experience managing direct mail, events, telemarketing, web content and online campaigns.
• Experience working with sales, partners and customers.
• Experience with defining, acquiring, targeting and segmentation to build prospect lists for marketing activities.
• Experience managing budgets and respect for company spending processes.
• Knowledge of IT Buyer types (ITSM domain knowledge helpful).
• Education: Bachelor’s degree (BS/BA) Required.

Work Environment

We are a dynamic and rapidly growing software company with a strong sense of dedication to our customers. We work hard but try not to take ourselves too seriously. This is a very collaborative and inclusive work environment where individuals strong on aptitude and attitude will have an opportunity to grow their professional careers through working with some of the most advanced technology and talented developers in the business. We provide competitive compensation, generous benefits, and a professional, yet relaxed atmosphere.