Director of Strategic Partnerships - APAC

Director, Strategic Partnership (APAC)

Company Description

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 hiring a Director, Strategic Partnership (APAC) a quota-carrying individual contributor role within the Global Partnerships & Channels (GPC) team focused on building partner-sourced (NNACV) pipeline across all routes to market for ServiceNow CRM and AI. 

You will recruit, activate, and grow CRM partners across APAC to drive sourced revenue and build sustainable CRM and AI practices on ServiceNow; co-selling and co-delivering with our partner ecosystem and ServiceNow field sales to accelerate clients’ digital transformation on Now Next CRM, AI Agents, and Now Assist. 

 

This is a high-profile position providing a significant platform for business impact within ServiceNow’s APAC GPC organisation. The primary measure of success is partner-sourced NNACV closed across all routes to market — resell, co-sell, MSP sell-through, and embedded solutions.

Job Description

What you get to do in this role:

Joint Planning & Governance: 

• Build strategic multi-year joint plans with APAC CRM partners — focused on sourced co-sell, embedded routes to market, launch, enablement, and co-marketing. 

• Drive alliance operational rigour and business review governance with ServiceNow and partner executives — establishing regional QBR cadence aligned to GPC rhythm. 

• Establish and enable world-class joint engagement in the APAC market for BFSI and industry solutions across CRM and AI. 

Partner Recruitment & Ecosystem Development: 

• Recruit, onboard, and activate CRM-native/Built-On partners with priority focus on BFSI specialists, MRD / Manufacturing CRM practices, and AI-led firms; where ServiceNow CRM and AI are embedded in partner-owned managed services and customer solutions. 

• Manage the partner portfolio across three tiers (Strategic, Growth, Recruit) with structured activation plans, tracking time-to-first-sourced-deal as a core KPI. 

• Engage with the ServiceNow partner portal, deal registration processes, and partner program benefits to maximise commercial incentives. 

CRM and AI Practice Building: 

• Guide focus CRM partners in building credible, billable CRM and AI practices on ServiceNow,  practice design, go-to-market positioning, technical bench development (credentials and certifications), and customer reference creation. 

• Enable partners to position and sell Now Next CRM, AI Agents, and Now Assist as differentiated alternatives to Salesforce and Microsoft Dynamics; particularly in BFSI, TMT, and Manufacturing / Retail accounts. 

• Build joint business cases for embedding Now Next CRM, CSM, and AI Agent capabilities into managed services — with commercial frameworks (resell, co-sell, embedded licensing) that incentivise sourced revenue over influenced activity. 

• Develop joint solution plays with partners that combine ServiceNow CRM with adjacent capabilities (CCaaS integration, FSM, CSM, CPQ) for industry verticals. 

Pipeline Development & Revenue: 

• Own the APAC partner-sourced NNACV target and lead deal-level collaboration with ServiceNow field sales (AEs, CRM BDMs, solution consultants) on joint account planning and co-pursuit; ensuring partners are commercially credited for sourced opportunities. 

• Drive cross-functional engagement with field sales, solution specialists, pre-sales, and customer outcome services teams to drive accelerated pipeline expansion and showcase wins. 

• Maintain accurate pipeline visibility in Dynamics 365; partner account records, opportunity co-registration, and deal progression tracking. 

• Identify and convert competitive CPQ displacement opportunities through partner channels, leveraging end-of-sale timing as a recruitment and pipeline trigger. 

AI Adoption & Enablement: 

• Act as the CRM and AI subject matter expert; coaching for partners and internal teams on Now Assist positioning, agentic AI use cases, and AI adoption playbooks. 

• Help partners develop repeatable delivery accelerators and customer success motions around AI adoption; usage benchmarking, consumption levers, and executive value reporting. 

• Represent APAC partner needs back to global CRM and AI product teams; capability gaps, competitive dynamics, and product roadmap priorities. 

Market Intelligence & Competitive Positioning: 

• Monitor competitive partner ecosystems and CRM-CCaaS convergence trends to identify displacement and recruitment opportunities across APAC. 

• Maintain partner account intelligence in Dynamics 365; credentials, capability assessments, active pipeline, and competitive context.

 

Qualifications

To be successful in this role you have:

• Experience in leveraging or critically thinking about how to integrate AI into work processes, decision-making, or problem-solving. This may include using AI-powered tools, automating workflows, analyzing AI-driven insights, or exploring AI's potential impact on the function or industry

  Required 

• 10+ years of experience in partner sales driving sourced NNACV across APAC. 

• Demonstrated success in Embedded Service Provider (ESP) or Build route-to-market models; where partners embed software capabilities into managed services or customer solutions and drive sourced revenue. 

• Strong track record building and activating CRM, CCaaS, or ENT software practices with partners: joint GTM planning, commercial structuring, and pipeline creation. 

• Deep familiarity with the APAC partner ecosystem including major SIs (TCS, Infosys, Wipro, HCL, Tech Mahindra), GSIs (Accenture, Deloitte, KPMG, Capgemini), India-domiciled MSPs (Tata Communications, NTT India, Coforge, Genpact), and BFSI-focused CRM specialists. 

• Experience working with CRM platforms (Salesforce, Microsoft Dynamics) & understanding of how partners build, monetise & differentiate CRM practices. 

• Commercially sharp; able to build and present partner business cases, model revenue share structures, and negotiate partner commercial agreements. 

• Proven ability to collaborate across matrixed field organisations; working with field AEs, solution consultants, product specialists, and marketing to drive co-sell and sourced pipeline. 

• Excellent communication and executive presence; able to engage credibly with C-level partner executives and articulate ServiceNow’s CRM and AI value proposition. 

• Highly Desirable 

• Knowledge of AI agent platforms, Now Assist, and agentic AI capabilities and how partners can build AI adoption practices and managed services on top of them. 

• Experience with CCaaS platforms and how they integrate with CRM solutions in enterprise and BFSI deployments (Genesys, NICE, Tata Communications, Avaya, AWS Connect). 

• Track record of competitive partner recruitment and Salesforce / Microsoft Dynamics partner conversion in the APAC market. 

• Familiarity with ServiceNow partner program mechanics including deal registration, tier requirements, and the 4 C’s (Competency, Capability, Customer Success). 

• Experience in BFSI, TMT, or Manufacturing where Digital Stack relevance (Aadhaar / UPI / Account Aggregator), data residency, and RBI / SEBI / IRDAI compliance considerations influence partner and technology selection. 

• Additional Requirements 

• Willingness to travel up to 40% within India & APAC when required. 

• English fluency required. 

 

JV20

Additional Information

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, creed, religion, sex, sexual orientation, national origin or nationality, ancestry, age, disability, gender identity or expression, marital status, 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 globaltalentss@servicenow.com 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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Experience Level

Executive Level