Principal Community Manager

It all started when engineer Fred Luddy wrote code that automated a tedious task for his coworker, Phyllis. She cried tears of joy. That moment inspired Fred to build a company that could do that for everyone—freeing people from busywork so they could focus on meaningful work. Today, ServiceNow is the AI control tower for business reinvention. Our ServiceNow AI platform brings together any AI, any data, and any workflow— helping 85% of the Fortune 500® work smarter, faster, and better. We're building an AI-native culture where technology and talent are unstoppable together. And we're just getting started.

Join us to put AI to work for people.

Role Overview

ServiceNow is seeking a strategic and experienced Principal Community Manager to drive the growth, health, and long-term sustainability of the ServiceNow Community ecosystem.

This role owns community engagement strategy, contributor growth, employee participation, gamification, community intelligence, and ecosystem development. The Principal Community Manager will partner across Product, Marketing, Customer Success, Developer Relations, ServiceNow University, and Community Programs to strengthen participation, develop future community leaders, and transform community insights into business value.

The ideal candidate combines community-building expertise with strong analytical, program management, and stakeholder influence skills.

Responsibilities:

Community Growth & Contributor Development

• Develop and execute strategies to increase community participation, engagement, and contributor growth.
• Build programs to recruit, activate, retain, and develop contributors across customers, partners, developers, and employees.
• Create scalable onboarding and engagement experiences that strengthen long-term participation.
• Establish success metrics covering contributor acquisition, activation, retention, engagement, and quality.

Community Health & Engagement

• Define and manage community health metrics and success measures.
• Monitor engagement, sentiment, participation trends, and contributor behavior.
• Identify opportunities to improve community vitality, answer quality, and member retention.
• Deliver insights and recommendations to leadership based on community performance.

Employee & Expert Engagement

• Develop programs that increase participation from employees, product teams, engineers, and subject matter experts.
• Partner with stakeholders across the business to improve response coverage and community engagement.
• Connect customer needs and community discussions with the appropriate internal experts.

Community Programs & Advocacy

• Partner with Community Programs, Events, and Developer Relations teams to translate offline engagement into ongoing online participation.
• Create post-event engagement strategies that drive contributor growth and retention.
• Identify high-potential contributors and partner with recognition program owners to surface qualified candidates.

Gamification & Community Strategy

• Own the strategy for community incentives, reputation systems, recognition mechanisms, and engagement programs.
• Evaluate the effectiveness of engagement programs and recommend improvements that encourage high-quality participation.
• Partner with platform teams to evolve community growth and engagement initiatives.

Vendor & Community Operations Management

• Manage the relationship with external moderation partners.
• Establish service expectations, escalation paths, governance processes, and performance measures.
• Ensure moderation practices align with community standards and business objectives.

Community Intelligence

• Analyze community trends, sentiment, participation patterns, and emerging topics.
• Translate community signals into actionable insights for Product, Marketing, and leadership teams.
• Serve as a strategic advocate for community-driven customer and market insights.

To be successful in this role you have:

Qualifications:

• 8+ years of experience in community management, customer advocacy, customer marketing, developer ecosystems, online communities, or related fields.
• Demonstrated success growing and scaling online communities and contributor ecosystems.
• Experience building engagement, advocacy, ambassador, expert, or contributor programs.
• Strong analytical and data-driven decision-making skills.
• Experience influencing cross-functional stakeholders and driving outcomes without direct authority.
• Excellent communication, presentation, and executive storytelling skills.

Preferred

• Experience with enterprise community platforms such as Khoros, Bevy, Higher Logic, or similar technologies.
• Experience designing gamification, engagement, reputation, or loyalty programs.
• Experience partnering with Product, Engineering, Marketing, Customer Success, Learning, and Developer Relations organizations.
• Familiarity with community analytics, listening platforms, AI-powered engagement tools, and ecosystem measurement.

Success Measures

Success in this role will be measured through improvements in:

• Community health and engagement
• Contributor acquisition, activation, retention, and diversity
• Employee and expert participation
• Answer quality and coverage
• Recognition pipeline development
• Community sentiment and trust
• Gamification effectiveness
• Community-derived business insights
• Overall ecosystem growth and sustainability

For positions in this location, we offer a base pay of $148,900 - $232,701, 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.

FD21

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.

Equal Opportunity Employer

ServiceNow is an equal 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,  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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