Web Experience Manager, Conversion & Growth

We are seeking a Web Experience Manager to own conversion optimization and content gating strategy across ServiceNow.com, with focus on the full customer lifecycle—from prospect acquisition through customer expansion and adoption. This role operates as a horizontal layer across all web experiences, partnering with other Web Experience Managers to ensure we present the right content at the right time to drive buying decisions, reduce friction, and deliver quality leads. The ideal candidate brings expertise in conversion rate optimization, lead generation strategy, AI-driven personalization, and full-funnel growth tactics that serve both prospective and existing customers.

This role requires fluency in conversion optimization, testing methodologies, and the ability to operate independently while collaborating across multiple web experience areas and marketing functions.

Responsibilities

Conversion Strategy & Optimization

• Own the overall conversion optimization strategy for ServiceNow.com, ensuring web experiences effectively drive buying decisions and quality lead generation across the customer lifecycle.
• Partner with Homepage, Product & Solution Pages, Customer Stories, and other Web Experience Managers to identify and implement conversion improvements across their respective areas.
• Design and execute comprehensive testing strategies (A/B tests, multivariate tests, personalization experiments) focused on conversion rate improvement across key user journeys.
• Leverage AI-driven personalization and interactive experiences to deliver relevant content and calls-to-action that guide visitors toward meaningful engagement.
• Optimize form experiences, demo request flows, contact sales paths, and other conversion touchpoints to reduce friction and improve completion rates.
• Apply behavioral analytics, user testing, and data insights to continuously improve conversion performance across the site.
• Own conversion-related performance metrics including conversion rates, form completion rates, lead quality scores, and influenced pipeline.

Content Gating Strategy

• Define and own the content gating strategy for ServiceNow.com, balancing lead capture objectives with reduced friction and easy education about our platform.
• Establish frameworks for when to gate content and when not to gate, ensuring prospects can learn about ServiceNow seamlessly while capturing interest at optimal moments in their journey.
• Partner with Demand Generation, Integrated Marketing, and Content teams to align gating strategy with campaign objectives and content types (reports, guides, tools, webinars, etc.).
• Test and optimize gated content experiences, forms, and progressive profiling approaches to maximize both lead volume and lead quality.
• Monitor gating performance and adjust strategy based on data, ensuring alignment with lead generation goals and user experience principles.

Full-Lifecycle Growth

• Drive growth initiatives across the complete customer lifecycle, including prospect acquisition, customer retention, expansion, and adoption.
• Develop web experiences that help existing customers realize value from their current platform and products, discover new capabilities, and adopt new features.
• Create personalized pathways for existing customers to explore additional products, understand new releases, and deepen platform utilization.
• Partner with Product Marketing and Customer Marketing to translate product launches, feature releases, and customer success initiatives into effective web experiences.
• Balance acquisition-focused conversion tactics with retention and expansion strategies to support full-funnel business objectives.

Testing & Experimentation Leadership

• Lead a culture of experimentation and continuous improvement, promoting data-informed creativity across conversion and growth initiatives.
• Design rigorous tests with clear hypotheses, success metrics, and statistical validity to ensure learnings drive meaningful improvements.
• Analyze test results using Adobe Analytics and Adobe Target, translating findings into actionable recommendations for the broader web experience team.
• Proactively propose optimization opportunities based on analytics, heatmaps, user feedback, and behavioral data.
• Share testing methodologies, learnings, and best practices with other Web Experience Managers to elevate team capabilities.
• Mentor peers on conversion optimization techniques, testing practices, and data analysis approaches.

Stakeholder Collaboration

• Serve as the conversion and growth subject matter expert, building strong relationships with Demand Generation, Marketing Operations, Integrated Marketing, Product Marketing, and Customer Marketing teams.
• Align closely with Marketing Operations on lead quality standards, scoring models, and how web conversion optimization supports pipeline goals.
• Communicate clearly with stakeholders about conversion strategies, testing roadmaps, performance results, and optimization opportunities.
• Influence cross-functional partners to adopt data-driven, test-and-learn approaches to conversion improvement.
• Represent conversion and growth initiatives effectively in planning forums, campaign reviews, and optimization discussions.
• Partner with Product Management teams to communicate business requirements for personalization, targeting, and conversion capabilities.

Continuous Improvement & Knowledge Sharing

• Stay current on conversion optimization trends, personalization technologies, AI-driven targeting, and growth marketing best practices.
• Contribute to broader web experience governance, testing standards, and optimization frameworks.
• Mentor team members on conversion best practices, form optimization, gating strategies, and testing methodologies.
• Promote a customer-centric approach that balances business objectives with user experience and friction reduction.