As the Senior Marketing Manager for TMT, you will drive ServiceNow’s industry-led marketing strategy for India’s rapidly evolving Telecom, Media and Technology sectors. This role is designed for a seasoned B2B marketer who understands India’s digital transformation landscape—5G rollout, network automation, customer experience transformation, AI/GenAI adoption, cybersecurity, enterprise automation, and cloud maturity.
Operating as a senior individual contributor, you will build and execute integrated programs that position ServiceNow as the leading workflow automation and platform-of-platforms provider for TMT enterprises. You will partner closely with India Sales, APAC Integrated Marketing, Solution Consultants, Partners & Alliances and your APAC Enterprise and Field Marketing (“EFM”) peers to create and accelerate pipeline, deepen account engagement and grow ServiceNow’s footprint across the TMT ecosystem in India.
Crucial to your success is having a good foundation in SaaS and enterprise technology, exposure to integrated marketing strategy, solid experience in campaign delivery across channels, relationship management skills, team collaboration, adaptability and expertise in enterprise technology marketing in a fast-paced, dynamic environment.
Key Responsibilities:
- Act as the India field marketing TMT lead, collaborating closely with all India GTM, Sales, and Partner teams to gather insights, deliver campaigns, and align plans to accelerate business growth.
- Develop a data-informed strategy on audience segmentation and opportunity, prioritization of marketing channels and tactics to conceptualize programs that will deliver impact across the account customer lifecycle.
- Design and execution of key in-market direct and 3rd party events providing a superlative customer experience in partnership with the local team and APAC ( when and where applicable).
- Lead through influence to ensure delivery and execution at scale of campaigns and programs across India Field marketing and business teams that result in measurable growth in business goals and revenue. Set best practices in narratives, engagement and high-performance campaigns.
- Leverage all direct and indirect channels to land new business and drive up-sell, cross-sell and adoption marketing campaigns across customer buying groups and activate the ecosystem for new business acquisition.
- Develop and test new campaign scenarios to drive optimizations and efficiencies against investments.
- Prepare and input into forecasts, performance reports, monitoring key business metrics, quality and audience insights.
- Continually look at ongoing innovations and best practices to elevate the program, experience, and results.
Industry & Go-to-Market Strategy:
- Localise and land ServiceNow’s global TMT value propositions—e.g.
- Telecom Service Management (TSM)
- Order Management for Telecom (OMT)
- Customer Service Management (CSM)
- Employee Experience & HR Service Delivery
- Security & Risk workflows
- Now Platform + GenAI
- Build an India-specific strategy that aligns with local sales priorities and top TMT accounts (Telcos, IT/ITeS, Digital Natives, OTT players, Media & Broadcasting, Technology Services).
- Monitor India-market developments: 5G SA/NSA launches, enterprise private 5G, OSS/BSS modernisation, churn management, digital ops, generative AI adoption, regulatory shifts (TRAI, DOT), and cloud sovereignty.
Campaign Development & Execution:
- Design and execute industry campaigns to strengthen ServiceNow’s position as theTMT workflow platform of choice.
- Run integrated programs across:
- Digital campaigns (in partnership with APAC Digital marketing)
- Webinars, workshops, and customer roundtables
- Field events with partners (HCLTech, Infosys, Wipro, Airtel, Jio, TechM, Accenture)
- Analyst and influencer-led engagements
- Localise global content for India’s business context, including thought leadership tied to AI, automation and service assurance.
Sales & Partner Alignment:
- Support the India TMT sales team deal-based marketing in partnership with ABM and Exec marketing (when appropriate) and industry-relevant messaging.
- Build and maintain industry-specific sales enablement assets India case studies and proof points in partnership with APAC Customer Marketing
- Partner with Solution Consultants to create India-specific customer value stories and workflow-based use cases.
Executive, Analyst & Industry Engagement:
- Activate ServiceNow leadership in India for TMT focused CXO engagements, roundtables and advisory councils in partnership with ABM and Exec marketing.
- Collaborate with industry bodies (e.g. COAI, IAMAI, NASSCOM) to strengthen ServiceNow’s thought leadership presence.
- Engage with analysts to influence India TMT narratives around automation, AI,service assurance and enterprise digital transformation.
Performance & Insights
- Track campaign performance using available dashboards and report on pipeline contribution, account engagement and ROI.
- Use data-driven insights to optimise programs and support annual planning.
