SVP Product & Solutions Marketing at ServiceNow Former Global Head of Product Marketing at Atlassian Founder, Deviate Partners since 2014 Got a cease-and-desist from Metallica's lawyers. Pivoted to security tech. Board member at Hypothesis, the open annotation platform ServiceNow Knowledge 2026 - autonomous enterprise unveiled Building product marketing teams as guilds, not hierarchies Saint Michael's College alumni On Twitter/X since November 2007 SVP Product & Solutions Marketing at ServiceNow Former Global Head of Product Marketing at Atlassian Founder, Deviate Partners since 2014 Got a cease-and-desist from Metallica's lawyers. Pivoted to security tech. Board member at Hypothesis, the open annotation platform ServiceNow Knowledge 2026 - autonomous enterprise unveiled Building product marketing teams as guilds, not hierarchies Saint Michael's College alumni On Twitter/X since November 2007
Sean Regan, SVP Product and Solutions Marketing at ServiceNow

SEAN REGAN / SERVICENOW

Profile / Executive / Enterprise AI

Sean
Regan

SVP Product & Solutions Marketing · ServiceNow · Santa Clara, CA

A career built at the crossroads of security, developer tools, and enterprise AI. Atlassian. DocuSign. Symantec. Now ServiceNow - where the question isn't whether AI enters the enterprise, but how fast it replaces whole categories of process work.

Enterprise AI Product Marketing ServiceNow Digital Workflows Atlassian Alum Category Design Deviate Partners
Share: &#xin; LinkedIn X Twitter/X f Facebook
$13B+ ServiceNow Annual Revenue
27K+ ServiceNow Employees
3+ Major Enterprise Brands
2014 Founded Deviate Partners
15+ Years on Twitter/X

The Profile

Mid-stride in the biggest bet of enterprise software

ServiceNow isn't selling software anymore. At Knowledge 2026, the company showed up with a different story: autonomous AI agents running workflows, making decisions, and handling the kind of enterprise process work that used to require dozens of people and a Jira board the size of a whiteboard. Sean Regan is the person tasked with making sure that story lands clearly - for customers, analysts, and the broader market.

His title is SVP of Product and Solutions Marketing. What that actually means, in practice, is that he sits at the intersection of what ServiceNow builds and how the world understands it. At a company where the product surface area now spans IT service management, security operations, HR workflows, finance automation, and an AI platform designed to orchestrate all of it, that's not a small job.

Regan joined ServiceNow having already done this kind of work at scale. At Atlassian, he led product marketing for the Software Teams group - the JIRA, Bitbucket, SourceTree cluster that sits at the heart of how millions of developers work. Before that, Symantec, where the subject matter was security, compliance, and e-discovery. Before that, DocuSign, where he worked on category design during the years when digital signatures were still a concept companies had to be persuaded to adopt, not a default expectation.

Each stop adds a layer. Enterprise software. Developer tools. Security. Digital transactions. Now AI-native workflows and the autonomous enterprise. Regan has been around for most of the major transitions in how enterprise technology gets bought, built, and explained.

We're building a product marketing team that operates in guilds - small groups focused on shared goals.

- Sean Regan, ServiceNow

At a Glance

  • ●SVP, Product & Solutions Marketing at ServiceNow
  • ●Former Global Head of Product Marketing, Atlassian
  • ●Senior Director, Symantec
  • ●Category Designer, DocuSign
  • ●Founder, Deviate Partners (2014)
  • ●Board, Hypothesis
  • ●Saint Michael's College

Origin Story

The cease-and-desist that launched a career

Founding Anecdote

Before there was a product marketer, there was a sysadmin. Early in his career, Regan was running IT infrastructure when he found himself on the receiving end of cease-and-desist letters from the lawyers of both Metallica and Dr. Dre - enforcement actions tied to file sharing happening across his network. This was the early Napster era, when record labels were carpet-bombing corporate IT departments with legal notices, and the line between network administrator and copyright enforcer was extremely blurry. Regan's response wasn't to look for a new job. It was to get serious about what security, compliance, and infrastructure actually meant in a world where digital distribution had already broken the old rules. That question sent him toward Symantec, toward enterprise security products, toward a career at the intersection of technology risk and the software meant to manage it.

It's the kind of anecdote that, once you hear it, reframes everything else. A lot of enterprise security careers begin with an incident. Most people don't start theirs with two separate rock-and-roll legends.

Career

Building the vocabulary for hard things

The Symantec Years

Symantec in its prime was one of the most complex product portfolios in enterprise software - security, compliance, backup, e-discovery, encryption, all under one roof and none of it simple to explain. As Senior Director, Regan learned how to market products that customers needed to buy but didn't want to think about. Compliance isn't exciting. Neither is e-discovery. But when you get it wrong, the consequences are existential. That discipline - making the unglamorous feel necessary and urgent - is a skill that travels well.

Category Design at DocuSign

DocuSign's challenge in its early growth phase wasn't explaining what digital signatures were - it was making the case that physical signatures were a problem worth solving. Category design is the art of making a market before you can claim one. Regan came in with that mandate and worked on building the conceptual framework that would make DocuSign's pitch obvious rather than novel. By the time digital signatures became table stakes, the category had already been created.

Atlassian: The Developer Marketing Playbook

Atlassian's product marketing challenge is genuinely unusual. Its customers are developers - people professionally allergic to being marketed to - and its products (JIRA, Bitbucket, SourceTree) are deeply embedded in daily workflows. As Global Head of Product Marketing for the Software Teams group, Regan had to speak to an audience that would immediately dismiss anything that felt like conventional B2B marketing. The Atlassian approach - community-first, bottoms-up, developer-native - shaped how Regan thinks about building GTM motions that earn trust rather than demand attention.

He spoke at Atlassian Team 2021, the company's digital experience keynote, where the theme was how software teams could work better together in a remote-first world. The framing was practical, not aspirational. Exactly the Atlassian register.

ServiceNow: AI at Enterprise Scale

ServiceNow occupies a different altitude than JIRA or Bitbucket. Its customers are not individual developers - they're CIOs, CTOs, and the operational leaders of organizations running on complexity. The platform now spans IT service management, security operations, HR service delivery, customer workflows, and a growing AI layer called the Now Platform. At Knowledge 2026, ServiceNow announced autonomous AI capabilities that move well beyond copilot suggestions into agents that run processes, make decisions, and reduce human touchpoints in workflows that enterprises have been running manually for decades.

Positioning that accurately, without either underselling or overclaiming, is Regan's current challenge. And based on his public commentary, he's thinking about it with the same analytical precision that characterized his earlier work - using AI tools to compare how ServiceNow, Salesforce, and Atlassian each frame their AI strategies, then sharing the results publicly.

ServiceNow

  • HQ: Santa Clara, CA
  • Founded: 2004
  • Revenue: $13.28B (2025)
  • Employees: 27,000+
  • NYSE: NOW
  • SIC: 7375, 7372

Areas of Expertise

  • ◈Product & Solutions Marketing
  • ◈B2B Category Design
  • ◈Enterprise GTM Strategy
  • ◈Developer Marketing
  • ◈Security & Compliance Products
  • ◈AI Platform Positioning
  • ◈Team Building & Guild Frameworks

Board & Advisory

  • ●Hypothesis - open annotation platform
  • ●Lake Tahoe Snowmobilers
  • ●Deviate Partners (founder)

Career Depth by Domain

Enterprise Product Marketing Expert
B2B Category Design & GTM Expert
Security & Compliance Products Strong
Developer Tools & Platforms Strong
Enterprise AI Positioning Growing
Investment & Advisory Active

Timeline

The arc

Early Career
IT / Systems Administration - Network and infrastructure management, security compliance. Received cease-and-desist letters from Metallica and Dr. Dre's legal teams during the Napster era - an incident that redirected his career toward security and compliance technology.
Pre-2014
Senior Director, Symantec - Enterprise security, compliance, and e-discovery product marketing. Developed deep expertise in how organizations buy and deploy products that manage risk.
Pre-2014
Category Designer, DocuSign - Product strategy and category creation during a formative period in DocuSign's growth, helping frame digital signatures as a category rather than a feature.
2014
Founded Deviate Partners - Advisory firm providing strategic guidance and investment to technology companies. Continues to run this alongside executive roles.
Pre-2025
Global Head of Product Marketing, Atlassian - Led the Software Teams group, responsible for JIRA, Bitbucket, and SourceTree. Spoke at Atlassian Team 2021 Digital Experience keynote. Developed bottoms-up, developer-native GTM strategies.
2025
Joined ServiceNow as SVP Product and Solutions Marketing - Took leadership of product and solutions marketing for the enterprise cloud platform. Publicly shared Week 1 and Week 2 observations on LinkedIn, signaling a reflective, transparent approach from the start.
2026
ServiceNow Knowledge 2026 - Led marketing positioning for major announcements around autonomous AI workforce, AI-native platform capabilities, and enterprise automation at scale. Coverage in Fortune and major tech press.

Thinking

Guilds over org charts. Questions over answers.

One of the more revealing things Regan has said publicly is about how he thinks about building product marketing teams. Not as vertical hierarchies with layers of management review, but as guilds - small, focused groups organized around shared goals rather than functional titles. It's a model borrowed from how software development teams actually work, applied to the GTM function. When someone with an Atlassian background talks about organizing like a software team, they mean it literally.

There's a consistent thread in his public thinking about AI: he tests it before he talks about it. When he wanted to understand how the market perceived ServiceNow's AI strategy relative to Salesforce and Atlassian, he didn't commission a study or write a perspective piece from memory. He prompted AI to generate a comparative analysis and then shared the output - with his own commentary - on LinkedIn. That's a particular kind of intellectual honesty: running the experiment in public and letting the results speak.

He's also been explicit about the liberal arts foundation underneath his tech career. Critical thinking, communication, the ability to construct an argument and anticipate counterarguments - these aren't soft skills as far as Regan is concerned. They're the machinery that makes everything else work. In an industry that often devalues the non-technical, he's made a career from having a different answer about what "technical" actually means in the go-to-market function.

Key Themes

What drives the work

🌐
The Autonomous Enterprise
ServiceNow's central thesis under his marketing watch: AI agents that don't just assist but run entire workflow categories. The question Regan is positioning around isn't whether this happens - it's how organizations get there from where they are now.
🔨
Category Creation
From DocuSign's early days to ServiceNow's AI platform push, Regan has repeatedly been in the room when a new market category is being named and framed. Category design is where his Symantec discipline meets his Atlassian community instincts.
🧑
Guilds, Not Hierarchies
His framework for building product marketing teams borrows directly from software development: small groups, shared goals, minimal overhead. The org chart is not the org. The work is the org.
🏭
Liberal Arts + Tech
He's public about believing critical thinking and communication are foundational, not supplemental. In a field that often over-rotates toward credentials and domain expertise, his liberal arts Saint Michael's College background is a deliberate north star.
🔍
Test Before You Talk
Prompting AI to compare competitor strategies and sharing the raw output publicly. Posting Week 2 observations at a new company for thousands of followers to read. Regan conducts experiments in public and lets the data lead.
📚
Deviate Partners
Founded in 2014 and still active, his advisory and investment practice means he's never entirely an insider. He has one foot in executive leadership and one in the advisory world - which tends to sharpen both perspectives.

The Details

The details you don't hear in a keynote

Connect

Where to find him

🔗 LinkedIn 𝕏 Twitter / X 🌐 ServiceNow 📊 Crunchbase 🐦 Sharebird 📰 ServiceNow Newsroom

In The Press

Fortune: ServiceNow Knowledge 2026 Atlassian Team 2021 Speaker