Senior Manager, Product Marketing – CRM for Banking

It all started when engineer Fred Luddy wrote code that automated a tedious task for his coworker, Phyllis. She cried tears of joy. That moment inspired Fred to build a company that could do that for everyone—freeing people from busywork so they could focus on meaningful work. Today, ServiceNow is the AI control tower for business reinvention. Our ServiceNow AI platform brings together any AI, any data, and any workflow— helping 85% of the Fortune 500® work smarter, faster, and better. We're building an AI-native culture where technology and talent are unstoppable together. And we're just getting started.

Join us to put AI to work for people.

The Role 

Banking product marketing is a craft unto itself. The product portfolio runs deep, banking buyers are sophisticated, and every promise must stand up to operational, regulatory, and customer-experience scrutiny. This role demands someone who can hold two things at once: a deep command of product marketing and a genuine understanding of what keeps a Head of Banking Operations, Contact Center leader, or Line-of-Business COO up at night. 

As Senior Manager of Product Marketing for CRM for Banking, you'll oversee the product marketing strategy for ServiceNow’s Banking CRM. You'll be the connective tissue between product teams and the market, translating a purpose-built banking operations platform into narratives that land with banking buyers, equipping sales to win, and ensuring every release cycle produces content and messaging that moves pipeline. 

And you'll do all of it with an AI-first mindset. Not as a side experiment, as the way you work. The expectation is that AI is woven into how you research, write, launch, and enable, while still preserving the unique story of ServiceNow. You'll set the pace for what modern product marketing looks like inside ServiceNow. 

What You'll Do 

• 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. 

Why This Matters 

Banking CRM is a strategic growth area for ServiceNow, and Financial Services Operations is central to its differentiation. Where traditional CRMs often stop at the interaction, this product helps banks connect channels, systems, people, and AI across complex customer journeys, from onboarding and servicing through disputes, fraud, complaints, cards, deposits, loans, payments, and treasury operations. This role will shape how the market understands that advantage. 

If you've been waiting for a role that lets you bring your full product marketing toolkit to an industry you know well, and do it in a way that looks nothing like how product marketing was done five years ago, this is it. 

To be successful in this role you have: 

• 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. 

FD21

For positions in this location, we offer a base pay of $165,500 - $289,600, plus equity (when applicable), variable/incentive compensation and benefits. Sales positions generally offer a competitive On Target Earnings (OTE) incentive compensation structure. Please note that the base pay shown is a guideline, and individual total compensation will vary based on factors such as qualifications, skill level, competencies, and work location. We also offer health plans, including flexible spending accounts, a 401(k) Plan with company match, ESPP, matching donations, a flexible time away plan and family leave programs. Compensation is based on the geographic location in which the role is located and is subject to change based on work location.

Work Personas

We approach our distributed world of work with flexibility and trust. Work personas (flexible, remote, or required in office) are categories that are assigned to ServiceNow employees depending on the nature of their work and their assigned work location. Learn more here. To determine eligibility for a work persona, ServiceNow may confirm the distance between your primary residence and the closest ServiceNow office using a third-party service.

Equal Opportunity Employer

ServiceNow is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, age, disability, gender identity,  veteran status, or any other category protected by law. In addition, all qualified applicants with arrest or conviction records will be considered for employment in accordance with legal requirements.  

Accommodations

We strive to create an accessible and inclusive experience for all candidates. If you require a reasonable accommodation to complete any part of the application process, or are unable to use this online application and need an alternative method to apply, please contact [email protected] for assistance. 

Export Control Regulations

For positions requiring access to controlled technology subject to export control regulations, including the U.S. Export Administration Regulations (EAR), ServiceNow may be required to obtain export control approval from government authorities for certain individuals. All employment is contingent upon ServiceNow obtaining any export license or other approval that may be required by relevant export control authorities. 

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