Senior Marketing Manager - Digital (Armis)

Company Description

Armis from ServiceNow, protects the entire attack surface and manages an organization’s cyber risk exposure in real time. Combined with ServiceNow’s Security and Risk capabilities, as well as Identity Security capabilities from Veza, we bring together all critical capabilities to secure every asset, every identity - incl. AI Agents - across all environments with the right level of context - security, operational and business - to build the first of its kind autonomous defense platform for the Agentic Enterprise.

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.

Job Description

This role owns the execution, optimization, and measurement of all paid media channels. This is a hands-on, channel execution role responsible for designing, building, and managing the company's always-on digital demand engine. You will activate Go-To-Market (GTM) campaign themes and program models through paid channels - turning strategic frameworks into cost-efficient, pipeline-generating media programs.

You will work in close coordination with the Campaign Team; while they own the overall campaign strategy, you design and execute the paid media components. You will translate strategic briefs into channel-specific activation plans, optimize digital assets, and directly manage agency partners to ensure seamless delivery across all paid platforms.

What will you do...

Always-On Paid Media Execution

• Paid Search (SEM): Build and optimize branded and non-branded keyword strategies across high-intent industry terms. Develop and maintain competitive conquest campaigns.

• Paid Social: Execute and optimize campaigns across LinkedIn (primary), Meta, X, and Reddit, aligning strategy with organic community initiatives.

• Display & Programmatic: Build funnel-based retargeting strategies and implement programmatic buying to reach target accounts at scale.

• Content Syndication (TBC): Manage third-party lead generation partners and CPL programs, optimizing vendor mix based on lead quality.

Emerging Channel Development

• Connected TV (CTV): Launch and scale brand awareness campaigns targeting the Total Addressable List (TAL).

• Podcast Advertising: Evaluate and test sponsorships in relevant technology and leadership podcasts.

Channel Optimization & Testing

• Conduct rigorous A/B and multivariate testing across creative, copy, targeting, and landing pages.

• Optimize budget allocation by channel based on pipeline ROI rather than raw lead volume.

• Implement and refine bidding strategies (Manual, CPA, ROAS) and manage frequency capping and audience exclusions.

Operational Delivery

Budget & Agency Management

• Media Budgeting: Manage monthly media spend, ensuring pacing aligns with quarterly goals and campaign-level allocations.

• Agency Leadership: Directly manage agency partners for paid media activation. Set expectations, manage deliverables, and ensure quality execution.

• Vendor Relations: Negotiate rates and contracts with media vendors and maintain scorecards tracking lead quality and cost efficiency.

Cross-Functional Partnership

• Strategy: Translate strategic campaign briefs into actionable paid media plans, covering messaging, audience targeting, and creative direction.

• Operations: Coordinate lead flow, budget pacing, and technical tracking with the Marketing Operations team to ensure a smooth transition from ad click to CRM.

• Sales/BDR: Coordinate lead handoffs to ensure paid traffic converts through the scoring infrastructure with proper context for follow-up.

Analytics: Partner with Revenue Operations on attribution methodology, performance reporting infrastructure, and funnel analysis.

Qualifications

What we expect...

• Experience: 8+ years in performance marketing or digital advertising, with significant B2B enterprise software experience.
• Channel Expertise: Deep hands-on experience with Google Ads, LinkedIn Campaign Manager, display/programmatic, and content syndication.
• Analytical Skills: Advanced proficiency in campaign analytics, attribution modeling, and ROI measurement.
• Technical Proficiency: Expert-level skills in major ad platforms and familiarity with marketing automation and CRM systems.
• Budget Management: Experience managing $3M+ annual media budgets with accountability for pipeline outcomes.

Success Metrics

• Pipeline: Total leads, MQLs, and pipeline sourced or influenced by paid media.
• Efficiency: Cost per lead (CPL), CAC by channel, and Return on Ad Spend (ROAS).
• Effectiveness: Website conversion rate improvements and budget pacing accuracy.
• Velocity: Time from strategic brief to live campaign execution and testing frequency.

For positions in this location, we offer a base pay of $165,500 - $220,000, 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.

Additional Information

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 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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