Senior Director, Portfolio Naming

What You'll Do Define the Portfolio Naming Strategy Develop the long-term vision, principles, and frameworks that guide naming across ServiceNow's product portfolio. Establish clear approaches for products, platform capabilities, AI experiences, solutions, offers, acquisitions, and future innovations. Continuously evaluate how naming decisions collectively shape customer understanding of the portfolio and identify opportunities to improve clarity, consistency, hierarchy, and scalability. Move beyond individual naming requests to proactively identify emerging challenges and opportunities before they become larger portfolio issues. Serve as Steward of the Portfolio Naming Ecosystem Own the health and evolution of ServiceNow's broader naming ecosystem. Evaluate the cumulative impact of naming decisions across the portfolio and develop strategies to reduce fragmentation, improve consistency, strengthen naming architecture, and create greater coherence over time. Partner across Product, Marketing, Brand, Legal, and Operations to establish sustainable naming practices that balance innovation with long-term portfolio clarity. Help guide decisions around what should be named, what should not be named, and how naming constructs should evolve as the portfolio grows. Build a Scalable Enterprise Capability Transform naming from a high-volume service into a scalable enterprise function. Design and implement the governance, prioritization frameworks, workflows, dashboards, tooling, metrics, decision forums, and operating mechanisms required to support an increasingly complex portfolio. Build systems that improve transparency, reduce manual effort, increase consistency, and accelerate decision making. Leverage AI, automation, workflow technology, and modern operating practices to scale impact without scaling complexity. Existing investments in naming workspaces, governance, tooling, workflows, and measurement should continue to mature into a durable operating model. Lead Strategic Product and Portfolio Engagement Partner with Product Management, Portfolio Marketing, Brand, Design, Legal, Pricing & Packaging, and executive stakeholders to shape naming decisions early in the planning process. Develop deep understanding of ServiceNow's products, roadmap, architecture, AI strategy, competitive landscape, and customer challenges. Translate complex technical concepts into clear, commercially effective naming strategies that support customer adoption and portfolio understanding. Influence discussions before naming becomes a tactical exercise, helping teams make better decisions about products, capabilities, categories, hierarchy, and market positioning. Drive Executive Alignment and Decision Making Lead some of the company's most visible and strategically significant naming initiatives. Frame complex decisions, clarify trade-offs, align stakeholders, and provide clear recommendations that enable executive decision making. Represent the naming function in leadership reviews, planning cycles, strategic initiatives, and cross-functional forums. Build confidence and trust with senior leaders by consistently bringing clarity, structure, and informed perspective to ambiguous and high-impact decisions. Evangelize and Elevate the Capability Position naming as a strategic business capability and creative partner rather than a downstream review process. Build understanding of naming principles, portfolio architecture, governance models, and best practices across the organization. Develop communications, training, engagement programs, and stakeholder communities that improve adoption and raise the overall quality of naming inputs and decisions. Act as an ambassador for the function and help establish naming as a critical component of the customer experience and portfolio strategy. Build and Lead a High-Performing Team Lead and develop a small but highly influential team spanning naming strategy, operations, tooling, research, and governance. Create a culture of strategic thinking, operational excellence, accountability, creativity, and continuous improvement. Build the organizational foundation needed to support future growth while ensuring the team remains agile, influential, and closely connected to business priorities. What Success Looks Like Within the first 12-24 months, this leader will: Establish a clear long-term vision and operating model for portfolio naming. Improve consistency and coherence across the ServiceNow portfolio. Reduce fragmentation and duplication across naming constructs. Strengthen naming architecture and governance. Increase executive confidence and decision velocity. Expand proactive strategic engagement earlier in the product lifecycle. Mature naming workflows, tooling, automation, reporting, and measurement capabilities. Improve the quality, predictability, and scalability of naming operations. Strengthen partnerships across Product, Portfolio Marketing, Brand, and Design. Build a durable capability capable of supporting future portfolio growth and innovation.       12+ years of experience in enterprise technology, product marketing, portfolio strategy, brand architecture, naming, or related disciplines. Proven experience operating at the intersection of product strategy, portfolio strategy, customer experience, and brand. Experience building and scaling organizational capabilities, operating models, or centers of excellence. Demonstrated success influencing VP- and C-level stakeholders. Strong understanding of enterprise software portfolios, platform businesses, and go-to-market models. Capabilities Strategic systems thinker who can balance individual decisions with long-term portfolio outcomes. Strong product curiosity and ability to rapidly build technical understanding. Exceptional executive communication and storytelling skills. Ability to simplify complexity and create clarity in ambiguous environments. Strong operator with experience building scalable processes, govern