Director of Third Party Events

It all started in sunny San Diego, California in 2004 when a visionary engineer, Fred Luddy, saw the potential to transform how we work. Fast forward to today — ServiceNow stands as a global market leader, bringing innovative AI-enhanced technology to over 8,100 customers, including 85% of the Fortune 500®. Our intelligent cloud-based platform seamlessly connects people, systems, and processes to empower organizations to find smarter, faster, and better ways to work. But this is just the beginning of our journey. Join us as we pursue our purpose to make the world work better for everyone.

The Director of Third Party Events is an integral part of the Strategic Events Team leading the strategy, planning and execution of third party programs in partnership with partners, customers, and external organizations. This role works closely across marketing to ensure that participation in third-party events aligns with the company’s goals, enhances brand visibility, and drives measurable business outcomes. 

This is a dynamic opportunity for a seasoned and highly creative marketing professional with proven success in creating, driving, and executing third party events. This person will report to the Vice President of Global Strategic Events and will work closely with other marketing, sales, and product leadership teams, to build out an aligned third-party strategy globally.  

The ideal candidate should have a passion for events, love being a part of a winning team and advanced communication and leadership skills to execute at an elevated level. This person is also able to solve business needs through creative event planning and is successful managing multiple and evolving priorities. 

Key Responsibilities 

Event Strategy & Planning 

• Develop and implement a strategic plan for third-party events that supports business goals and marketing objectives 
• Identify key third-party events, conferences, expos, and sponsorship opportunities that align with the company’s target audience and strategic goals 
• Define goals, key performance indicators (KPIs), and success metrics for participation in third-party events 
• Establish and maintain strong relationships with third-party event organizers, sponsors, and industry partners 
• Collaborate with external stakeholders to secure premium placements, speaker spots, or other high-visibility opportunities for company executives or spokespeople. 

Event Opps  

• Lead the end-to-end execution of third-party events, including logistics, budgeting, staffing, and promotion. 
• Negotiate terms of event sponsorships, booth placements, speaking engagements, and other partnerships to maximize company visibility and ROI. 
• Work closely with the internal marketing team to align branding, messaging, and content for third-party event participation. 
• Manage the creation and deployment of marketing materials, exhibits, and presentations for third-party events. 

Budget & ROI Management: 

• Oversee the budgeting for third-party event participation, ensuring a high return on investment (ROI) while managing expenses. 
• Track and analyze the performance of events, using metrics such as lead generation, brand exposure, and sales pipeline growth. 

Post-Event Reporting: 

• Conduct post-event analysis to measure success against KPIs and identify opportunities for improvement. 
• Provide reports and insights to executive leadership on the impact and ROI of third-party event participation. 

• 10+ years of experience in event management, with a focus on third party event strategy. 
• High degree of organizational skills (planning, coordinating, tracking) and comfort working on time-sensitive projects 
• Proven track record of successfully planning and executing strategic events that drive business results. 
• Strong leadership and team management skills with the ability to. Motivate and empower a team of event marketing professionals. 
• Excellent communication, negotiation and interpersonal skills with the ability to build relationships and influence stakeholders at all levels.  
• Proficiency in budget management, financial analysis and reporting. 
• Ability to thrive in a fast-paced, dynamic environment and manage multiple priorities effectively.  
• Travel required. 

Not sure if you meet every qualification? We still encourage you to apply! We value inclusivity, welcoming candidates from diverse backgrounds, including non-traditional paths. Unique experiences enrich our team, and the willingness to dream big makes you an exceptional candidate!

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. Learn more here.

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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