Senior Manager, Product Marketing - CRM for Banking

About the role

You own the end-to-end product marketing for ServiceNow's CRM for Banking, orchestrating the narrative that turns complex banking operations into compelling stories that help sellers win in the market. You leverage AI as a core method for crafting messages, building workflows, and analyzing data, rather than treating it as a passing experiment or side project. In this role, you become the primary translator between intricate financial services operations and clear, outcome-focused narratives that resonate with buyers. You focus on connecting AI, data, case management, workflow, integration, and governance directly to concrete buyer outcomes and value realization. You partner closely with product and sales teams to ensure every customer interaction reflects a unified and differentiated view of the platform. Your work spans retail, commercial, and treasury stakeholders, ensuring each segment sees its specific challenges addressed in the messaging. Ultimately, you define how CRM for Banking is positioned, shaped, and introduced to the world through precise and persuasive marketing narratives.

Key facts

What you'll do

Shape the end-to-end product narrative for CRM for Banking, aligning Financial Services Operations with AI, data, case management, workflow, integration, and governance to drive buyer outcomes.

Guide product releases from roadmap to market by collaborating with product management and translating new banking capabilities into market-ready narratives and messaging.

Convert complex banking journeys such as customer onboarding, service, relationship growth, disputes, fraud, complaints, cards, deposits, loans, payments, treasury, and AI-powered operations into clear value propositions for retail, commercial, and treasury stakeholders.

Support intricate banking sales cycles as the product marketing partner, providing sharp positioning, competitive clarity, and product depth for executive briefings, live demos, workshops, and proof-of-value initiatives.

Monitor the competitive landscape and traditional CRM, workflow, case-management vendors, AI-native entrants, contact center providers, and custom-build approaches to build clear differentiation strategies.

Build repeatable, scalable AI-assisted workflows that the entire marketing team can execute, ensuring consistent, high-quality output across all content and messaging assets.

Influence product managers, field sales leaders, and demand generation teams across distributed channels without direct authority, driving pipeline and adoption through persuasion and insight.

Use AI extensively in research, drafting, competitive monitoring, asset creation, and release content to transform how product marketing operates within ServiceNow.

Develop deep familiarity with banking journeys across retail, commercial, contact centers, branch and relationship-management teams, and middle- and back-office operations including KYC/KYB, disputes, fraud, complaints, onboarding, servicing, payments, cards, deposits, loans, treasury operations, and regulatory controls.

Demonstrate a track record of partnering with product, sales, solution consulting, and industry go-to-market teams to accelerate pipelines, increase seller activation, and shorten sales cycles with measurable impact.

Requirements

You must have 7+ years in B2B product marketing or industry marketing with meaningful banking, financial services technology, CRM, customer service, or operations platforms experience.

You must demonstrate proven product marketing craft through positioning frameworks, messaging hierarchies, launch planning, sales enablement, competitive analysis, and customer stories.

You must show real familiarity with banking journeys across retail, commercial, contact centers, branch and relationship-management teams, and middle- and back-office operations including KYC/KYB, disputes, fraud, complaints, onboarding, servicing, payments, cards, deposits, loans, treasury operations, and regulatory controls.

You must have a track record of partnering with product, sales, solution consulting, and industry go-to-market teams to drive pipeline and adoption, measured by deals influenced, seller activation, and sales cycles accelerated.

You must be able to make complex banking technology feel simple, translating AI-native platforms, banking data models, workflows, integrations, and embedded controls into concise stories for executive buyers.

AI must be central to your work, and you must have rebuilt your workflow around AI tools in the last 12 months, showing what you changed, what you stopped doing manually, and how it improved speed and output.

You must think in systems, building AI-assisted workflows that deliver repeatable, scalable, and high-quality results for your team.

You must influence others effectively across product, sales, and demand generation functions without direct authority.

Nice to have

Experience explaining ServiceNow's value in financial services contexts.

Practical notes

Location: New York

Engagement: Full-time

Hours: Full-time

in SOURCE

in SOURCE