Head of GSI Partner Marketing, APAC

Global System Integrators are ServiceNow's largest partner-sourced channel in APAC and central to our regional growth ambitions. With ServiceNow’s strategic expansion into Agentic AI, Cyber Exposure, and Non-Human Identity (NHI) Governance—anchored by our recent acquisitions of Moveworks, Armis, and Veza—our joint addressable market with GSIs has grown exponentially. As Head of GSI Partner Marketing for APAC, you will lead the regional strategy and execution for GSI partner marketing. You will shape a planned, governed program tied to each partner's Joint Business Plan (JBP), develop new routes to market across APAC for our expanded platform, and scale GSI-led marketing that drives measurable pipeline. This is a regional role covering ANZ, ASEAN, North Asia, Korea, and India. What You'll Own GSI Partner Marketing Strategy & Acquisition GTM • Own GSI partner marketing strategy and annual plans across APAC, with an integrated marketing plan embedded in every GSI JBP. • Build and run joint demand-generation and pipeline-generation program with partners such as Accenture, Deloitte, EY, KPMG, Infosys, TCS, and Cognizant. • Develop new routes to market (RTMs) and practice-level co-marketing initiatives leveraging our expanded portfolio— across Agentic AI (Moveworks), Cyber Physical / OT Security & Exposure Management (Armis), and Identity & Access Governance for AI Agents (Veza). • Own regional targets for GSI partner-sourced pipeline. Scale GSI-Led Demand • Shift GSI marketing from joint campaigns to partner-run demand. • Tailor ServiceNow campaigns, messaging, and content into ready-to-run, co-brandable kits that GSIs launch themselves, at scale—specifically creating GTM packages around cross-selling security, identity, and AI transformation into existing accounts. Build GSI Marketing Capability • Lead an enablement program for GSI marketing and alliance teams on ServiceNow positioning, campaign tools, funding • Build a network of ServiceNow champions inside each GSI Joint Thought Leadership • Develop CXO-level thought leadership with GSIs, such as joint research, executive roundtables, and AI transformation forums. • Position ServiceNow and its GSI partners as the reference for enterprise AI in APAC. GSI Funding and ROI • Grow GSI MDF and GTM fund utilization and return. • Run a clear funding-to-PO process, make it easy for partners to invest with us, and treat funding as an investment in pipeline. Governance and Partner Marketing Maturity • Lead the governance, cadence, tooling and single source of truth for GSI marketing, including JBP reviews, QBRs and funding decisions. • Define a maturity model that moves each GSI from supported to self-sufficient, and use it to set goals and investment. • Drive high-quality deal-registration data and campaign attribution across all solution lines. Lead Through Influence • Inspire and align a virtual team across APAC and Global partner marketing, GPC, partner sales, field marketing, and GSI counterparts around a shared GSI vision and plan. Represent APAC in global GSI and partner marketing forums, bringing regional insight to global programms and global best practice to the region. What We're Looking For Experience 12+ years in partner, alliance or channel marketing at enterprise software, SaaS or cloud companies, including senior regional roles in APAC. Direct experience marketing with and through GSIs. A track record of building and scaling partner marketing programmes with proven pipeline impact, and of leading change across partners and internal teams. Experience managing MDF or partner funding at scale. Partner Acumen You understand how GSIs make money, how their alliance and practice teams work, and what earns their attention and investment. You have built executive-level relationships with alliance and marketing leaders, and you can negotiate joint plans and funding. Leadership and Operating Discipline You set a clear vision for GSI executives and ServiceNow leadership alike, and turn it into a practical plan. You build process and tooling that others can follow and scale, and you work well across teams without direct authority. Analytics Orientation You manage to pipeline, utilisation and ROI. You can build a business case, track attribution, and change course based on data. Proficiency with CRM, marketing automation and partner portal systems is expected. Logistics • Location: Singapore (in-person; most GSI APAC alliance leads and ServiceNow's APAC partner leadership are based here) • Reports to: Director of Partner Marketing APAC • Travel: 10–20% across APAC (JBP reviews, QBRs, partner events) Why ServiceNow ServiceNow is the leading AI platform for business transformation. We are investing heavily in partners as a primary engine for customer acquisition and growth, and APAC is a high-growth region. This role carries real budget, real ownership and a clear mandate: to make GSIs a planned, measurable source of APAC growth.