Staff Analyst, Marketing Analytics & Audience Insights

About the role 

Marketing at ServiceNow runs on two things: knowing whether our programs are working, and knowing who to target next. This role owns both. You are the analytical engine behind how leadership measures performance and how marketers build and activate their audiences, from the logic that defines a segment to the pipeline numbers in a VP review. 

This is a senior individual contributor role at the intersection of B2B marketing strategy and rigorous data work. You set the direction, do the work, and raise the bar across the team without managing people. You sit at the center of a wide stakeholder group (marketers, sales, RevOps, product marketing, and data engineering), and your job is to keep the data they rely on trustworthy, well-defined, and actually used. Success looks like a marketing org that trusts the numbers and acts on them with confidence. 

Key responsibilities 

• Own program performance measurement. Build and run recurring reviews tracking coverage, engagement, and pipeline contribution by solution and geo, from raw data through to the 'so what' for VP and SVP audiences. 

• Drive buying group analytics. Measure coverage, engagement, and progression across solutions. Track role composition to surface gaps and expansion opportunities, and translate findings into account targeting and One Teams strategy. 

• Own audience segmentation end to end. Translate targeting requirements and campaign objectives into the account and contact dataset that powers dashboards and campaigns. Set and defend the logic for how audiences get built, prioritized, and refreshed, and surface the insights that shape go-to-market decisions. 

• Bridge marketing intent and data reality. Understand what a campaign is trying to accomplish, then build the segments and measurement that serve that goal, not just what's easy to query. 

• Present to senior leadership. Compress complex analyses into clear narratives for VP and SVP stakeholders. You're in the room to drive a decision, not just deliver a deck. 

• Partner closely with data engineering. Translate ambiguous stakeholder questions into clear specs for pipelines, refresh cycles, and dashboards, and hold the standard for what 'done' looks like. 

• Steward the data responsibly. Maintain a clean, well-defined, and compliant audience dataset. Work within privacy guardrails, enforce no-PII activation standards, and keep the dataset trustworthy as accounts and ownership evolve. 

• Be the source of truth for marketing data. Own and defend the definitions, write the documentation, and enable stakeholders so the dataset is used correctly, not misread or misapplied. 

Minimum qualifications 

• B2B marketing background (non-negotiable). You've worked in or alongside marketing and understand how demand gen, campaigns, and targeting actually work. You know what a marketer needs from data, not just how to query it. 

• Senior IC operator. Roughly 10+ years in marketing analytics, marketing operations, or audience/GTM insights. You scope and run work independently without a manager directing it. 

• Strong analytical skills. Fluent in SQL and the modern marketing data stack. You build and maintain segmentation logic, not just report off someone else's. 

• Stakeholder range. You can talk strategy with a VP and table-level detail with a data engineer in the same hour, and translate cleanly in both directions. 

• AI fluency. Experience integrating AI into work, decision-making, or problem-solving, whether through AI-powered tools, workflow automation, AI-driven insights, or thinking critically about AI's impact on the function. 

Preferred qualifications 

• Familiarity with account-based marketing, buying group methodology, and TAL-based campaign planning. 

• Experience working with LLM tools, particularly Claude Code, to accelerate analysis, reporting, and prototyping. 

• Hands-on with a BI tool (Tableau or Power BI), a cloud warehouse (Snowflake), and the CRM / martech stack (Salesforce, marketing automation). 

• Python for analysis and automation. 

 

For positions in this location, we offer a base pay of $114,200 - $199,800, 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.