Naming Manager, Global Brand | 33588

Marketing Santa Clara, California


Our CEO, Bill McDermott, highlighted in his Knowledge 2020 keynote that “ServiceNow will be the catalyst to redefine the enterprise—not as it is today, but as it must be tomorrow.” This opportunity to make the world of work, work better for people is huge. We’re building products and a culture that puts people at the center of everything we do and seeking candidates who aspire to join us on the journey.

At ServiceNow, we’re on a mission to define an industry and become an iconic brand at a global scale. This is your chance to impact the branding of one of the fastest growing tech companies in the world. Reporting directly to our Director of Brand Strategy, you will play a key role in how our brand is perceived and experienced. By leading ServiceNow’s naming initiatives, you will help us grow awareness and build strong brand equity on our path to $10B. In this pivotal role, you will help us scale our brand to accelerate growth and capture the category.

The top candidate will have expertise managing world-class brands that are purpose-driven and have a deep understanding of the role Naming plays in both customer and employee experiences. In this strategic role, you will lead naming initiatives across the organization – owning the Naming process from initiation to formal approvals – by partnering with cross functional stakeholders to establish world class brand names, architecture and nomenclature.

You will have significant impact on fueling the company’s growth as the owner of Naming. You will help drive scale of the brand by staying connected to company and product strategy and eloquently evangelize the brand so that it is properly reflected in Naming. You will be a champion of change and enjoy leading others. A top candidate has the ability to see the big picture, but also tirelessly take care of tactical execution. You will have a passion for taxonomies, information architecture, nomenclature and linguistics, and have an understanding of the broader implications Naming has across experiences in product, digital, search, content strategy, and customer support.

Core Role

  • Accelerate growth by championing the ServiceNow brand in Naming strategy, portfolio architecture and nomenclature in order to build brand equity and salience.  
  • Own Naming for the organization by partnering with cross functional teams and business units to expand, evolve, and govern ServiceNow’s portfolio architecture and nomenclature.
  • Manage and optimize the Naming process from initiation to final approval, applying governance model and tools, to create a formalized and unified approach to Naming while creating a single source of truth for all Names.
  • Build a deep understanding of our offerings, products, technologies and programs to create the proper structures, framework and connections across our portfolio that can scale, be consistent, and relevant in market to our key audience segments.

Key Responsibilities

  • Establish a Naming practice that includes driving the Naming process for all product family releases and new offerings ensuring alignment within architecture and nomenclature strategy that can scale and align to company strategy.
  • Communicate, advocate and execute Naming process so that all employees understand the importance of Naming, what to expect within the process – owning all tools to support governance and establishing a Naming Council for reviews and approvals.
  • Consult with stakeholders to gain understanding of all offerings, products, technologies, and programs to create the proper structures, framework and connections across our portfolio that can scale, be consistent, and relevant in market to our key audience segments.
  • Review and research competitive landscape, positioning, trends and technologies that allow ServiceNow to be an innovator and leader for the future of work.
  • Partner with brand creative teams and/or agencies as well as business stakeholders to strategically and creatively develop best naming candidates.
  • Continuously optimize naming processes – including the ability to evaluate, define requirements, make recommendation for digital tools that best suit business needs for Naming governance.


  • Location: Santa Clara, CA.
  • At least 8 years of proven leadership experience in brand naming, taxonomy and/or copywriting.
  • 8 years of experience managing and executing Naming initiatives that include a deep understanding of product portfolios and technology.
  • Strong knowledge of brand strategy and management, taxonomy, SEO, metadata, content strategy, and copywriting.
  • Sound experience in naming best practices, data governance, process development, and tool development that support Naming governance.
  • Solid ability to work with Microsoft Office Suite, taxonomy systems and tools, and project management software to execute daily tasks.


  • Knowledge of Naming best practices, standards, processes and market trends.
  • Outstanding communicator with the ability to build relationships, influence across all levels, drive smart decision-making, and gain alignment for final decision.
  • High energy with the ability to lead meaningful change in an extremely dynamic environment.
  • Able to actively listen and engage across teams to build strong relationships with a high degree of trust.
  • Exceptional problem-solving skills, an entrepreneurial spirit, and a passion for company purpose and brand.
  • Excellent analytical skills, with the ability to apply data in providing solutions and driving strategic business decisions.
  • Impeccable organizational skills with keen eye for detail and appreciation for tools and technology that supports the effort to organize complex taxonomies.
  • Strategic thinker with a creative spark and passion for linguistics.
  • Strong sense of accountability, brand ownership, and ability to coach down, up and across levels and geographies.
  • Ability to present new, innovative ideas that break from the norm for all the right reasons.
  • Team player that enjoys being a collaborative leader and leading by example.
  • Comfortable in a fast paced, self-starter environment.

ServiceNow is an Equal Employment Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, age, disability, gender identity, or veteran status. If you are an individual with a disability and require a reasonable accommodation to complete any part of the application process, or are limited in the ability or unable to access or use this online application process and need an alternative method for applying, you may contact us at [email protected] for assistance.