Data Product Manager, Marketing Technology

About the role

The Martech team enables Marketing to scale through connected platforms, reliable data, automated processes, and technology solutions that support lead management, CRM processes, campaign execution, reporting, and revenue growth.

As a Data Product Manager, Marketing Technology, you will define and deliver Martech capabilities with an initial focus on owning end-to-end lead flow, lead validation and enriching processes, Marketing data integrations, and platform optimizations and consolidations. You will partner across Marketing, IT, Digital, and Data teams to translate business needs into clear requirements, prioritize enhancements, and drive scalable solutions that improve operational efficiency and business outcomes.

What you get to do in this role

• Act as the data product owner and advocate for Marketing stakeholders, gathering feedback, identifying pain points, and translating needs into Martech capabilities and enhancements.
• Develop, own, and manage clear business requirements for Martech initiatives, including lead management, lead processing analysis and reporting, system integrations, data quality enhancements, and operational workflows.
• Partner with business and technology stakeholders to understand Martech platform capabilities, system roadmaps, integration dependencies, customization needs, and implementation processes.
• Collaborate with cross-functional teams throughout the software development lifecycle, including roadmap planning, discovery, requirements definition, sprint planning, product reviews, testing, launch readiness, and post-launch optimization.
• Identify, prioritize, and document business requirements, functional requirements, user stories, acceptance criteria, and success metrics.
• Prepare current-state and future-state process documentation, system workflows, training materials, and gap analyses to support business alignment and change management.
• Define and track desired outcomes, OKRs, KPIs, and adoption metrics to measure the success of Martech initiatives.
• Lead or support stakeholder alignment, including obtaining cross-functional sign-off on requirements, solution design, UAT readiness, and release decisions.
• Define test criteria, support User Acceptance Testing, validate business outcomes, and help determine project readiness for launch.
• Troubleshoot data, lead flow, integration, and process issues across Martech platforms, marketing automation systems, and related third-party tools.
• Serve as a Martech subject matter expert across key platforms such as CRM platforms, Marketo, Adobe Experience Platform, ServiceNow, Workfront, Adobe Experience Manager, or other relevant marketing and sales technology tools.
• Support M&A integration efforts by assisting with discovery, documentation, and requirements for acquired system onboarding.
• Partner with global and regional marketing teams to improve communication, adoption, governance, and consistency across Martech processes.
• Contribute to retrospectives and continuous improvement efforts by identifying opportunities to streamline processes, reduce manual work, improve data integrity, and increase marketing efficiency.
• Help maintain Martech governance standards, including documentation, intake processes, prioritization models, release communications, and operational best practices.

Qualifications & Requirements

• Bachelor's degree in Business, Marketing, Information Systems, Technology, or a related field.
• 5+ years of experience in product management, business product management, marketing technology, marketing operations, CRM, marketing automation, or a related function.
• Proven experience partnering with Marketing, Sales, IT, Data, and other cross-functional teams to design, deliver, and continuously improve marketing technology solutions.
• Strong experience with Marketing automation systems and data platforms
• Experience working with Martech integrations, third-party tools, data flows, APIs, lead management processes, campaign operations, or customer data platforms.
• Adobe Experience Platform experience strongly preferred.
• Experience defining business requirements, functional requirements, user stories, acceptance criteria, use cases, and process documentation.
• Strong understanding of Agile methodologies, sprint planning, backlog management, OKRs, and KPI measurement.
• Experience supporting UAT, release readiness, stakeholder sign-off, and change management.
• Strong analytical and problem-solving skills, with the ability to investigate system, data, and process issues.
• Ability to translate complex technical concepts into clear business language for non-technical stakeholders.
• Excellent verbal and written communication skills, including the ability to influence, align, and communicate with stakeholders at multiple levels.
• Strong organizational skills with the ability to manage multiple priorities, projects, and cross-functional dependencies simultaneously.
• Experience with data quality, database structures, data cleansing, data enrichment, segmentation, or reporting processes preferred
• Comfortable operating in a fast-paced environment with evolving priorities and high stakeholder visibility.

Preferred Experience

• Experience with enterprise Martech ecosystems and platforms such as CRM platforms, Marketo, Adobe Experience Platform, ServiceNow, Workfront, ZoomInfo, Demandbase, 6sense, or similar tools.
• Experience supporting lead lifecycle management, routing, scoring, attribution, campaign execution, personalization, or buying group processes.
• Familiarity with marketing data governance, consent management, privacy requirements, and operational compliance.
• Ability to run SQL queries against data warehouses analyzing large datasets for areas of optimization
• Experience creating enablement materials, training documentation, release notes, and stakeholder communications.
• Prior experience in a global marketing organization or enterprise B2B environment.

Pay and benefits

For positions in this location, we offer a base pay of $116,400 - $192,100, 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.