Marketing Activation Governance Lead

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The Marketing Activation Governance Lead owns governance of Servicenow activation execution to drive consistent quality, reliable measurement, and transparent reporting.  This role sets and enforces standards for trafficking, configuration, optimization discipline, and reporting completeness across lifecycle and paid activation platforms including Marketo, AJO, programmatic, and paid social. 

• Serves as the escalation point for systemic execution issues and runs audits to validate that in-platform deployments match documented requirements and approved plans. 

• Partners across Media, Integrated Marketing, Identity, CDP, DX, Legal, and Lifecycle Orchestration to translate strategy into executable guardrails and scalable activation practices. 

Responsibilities 

• Own platform governance across Marketo, AJO, and paid activation platforms, ensuring configuration aligns to global standards.  

• Establish and enforce SLAs for activation setup timelines, optimization discipline, reporting delivery, and data integrity.  

• Run audits on strategic platforms to validate that documented state matches in-platform deployments: structure, naming, tracking, audiences, placements, and reporting outputs.  

• Own governance of activation with partners, including trafficking standards, QA processes, optimization discipline, reporting completeness, and transparency commitments.  

• Define required QA steps for campaign launches and changes: naming, tracking, audience eligibility, suppression and consent alignment, placement QA, and reporting.  

• Serve as the escalation point for systemic execution issues that impact activation quality or measurement reliability; maintain an incident intake, triage, and root-cause remediation process.  

• Maintain audit documentation, compliance scorecards, and corrective action plans with clear owners and due dates.  

• Ensure CDP audience publishing works across platforms with documented refresh cadences, QA checks, and issue escalation paths.  

• Define and enforce audience usage controls, eligibility rules, and standards, including approved use cases, required metadata, and governance of changes.  

• Define required reporting fields, placement list delivery standards, and log-level detail expectations for agency reporting; standardize timelines and handoff formats so measurement teams can evaluate performance consistently.  

• Onboard new partners, ensuring measurement, targeting, tracking, and data sharing requirements are met in partnership with Legal and Privacy. 

• 7+ years in marketing operations, activation operations, AdTech/MarTech operations, or agency governance roles with ownership of cross-channel activation execution quality. 

Hard Skills 

• Governance: trafficking standards, QA, optimization discipline, and reporting requirements across agency partners 

• Lifecycle and Paid Activation Platforms: working knowledge of Marketo and/or AJO alongside programmatic and paid social, including how configuration choices impact measurement 

• SLA Design and Audit Programs: operational SLA setting, compliance enforcement, and audit playbook development 

• Measurement Readiness: tracking, tagging, placement transparency, and log-level data requirements and how gaps create downstream measurement risk 

• CDP and Audience Governance: audience publishing, eligibility rules, destination constraints, and match rate troubleshooting 

Soft Skills (Leadership Competencies) 

• Standards Setting and Enforcement: able to define clear rules of the road and drive adoption across partners without direct authority 

• Cross-Functional Influence: builds alignment across agency, media, martech, and data teams on execution standards and compliance requirements 

• Escalation Ownership: comfortable acting as the accountable point of contact for systemic issues and driving resolution with urgency and clarity 

• Accountability and Rigor: holds partners and platforms to documented standards with consistent follow-through 

• Structured Communication: translates technical governance requirements into practical patterns that teams and partners can follow 

Preferred 

• Familiarity with global operating models, including standardized governance across regions and partners 

• Experience building compliance scorecards, audit playbooks, and partner onboarding programs 

• Experience partnering with DX on conversion instrumentation and data layer dependencies for paid media 

 

For positions in this location, we offer a base pay of $126,800 - $221,900, 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, creed, religion, sex, sexual orientation, national origin or nationality, ancestry, age, disability, gender identity or expression, marital status, 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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