Audience Data Specialist

We help the world run better
At SAP, we keep it simple: you bring your best to us, and we'll bring out the best in you. We're builders touching over 20 industries and 80% of global commerce, and we need your unique talents to help shape what's next. The work is challenging – but it matters. You'll find a place where you can be yourself, prioritize your wellbeing, and truly belong. What's in it for you? Constant learning, skill growth, great benefits, and a team that wants you to grow and succeed.

Job Title: Audience Data Specialist

What you’ll build

The Audience Data Strategy Specialist partners closely with subject matter experts, marketing teams, and technical stakeholders to translate business needs into scalable audience data capabilities. This role requires both functional marketing knowledge and technical data expertise, with hands-on experience across marketing data platforms and audience orchestration tools.

A key component of the role includes operationalizing third-party intent data sources (6sense, bombora, etc.) and audience frameworks (ICP/ACP) ensuring these signals are governed, integrated, and leveraged effectively to enhance account intelligence, segmentation, and campaign performance.

The role helps ensure SAP marketing teams have trusted audience data, actionable intent signals, and scalable segmentation capabilities to effectively reach and engage priority accounts.

• Audience Strategy & Requirements: Partner with global and regional marketing teams to capture and prioritize audience data needs and support the development of scalable audience frameworks (ICP, ACP).
• Data Management & Segmentation: Work across platforms including 6sense, SAP CDP, Marketo, Adobe Experience Platform (AEP), and Adobe Journey Optimizer (AJO), MDL (Databricks) to enable segmentation and audience framework activation.
• Intent Data Management: Support the operational management and use of 6sense and Bombora intent data, ensuring signals are properly integrated and leveraged to improve account targeting and demand generation.
• Operations & Enablement: Manage audience data requests and backlog, support platform configuration and testing, and assist with troubleshooting and stakeholder support.
• Data Analysis: Analyze audience data to support testing, optimization, and data-driven decision-making.

What you bring

• 5+ years’ experience within digital marketing with a focus on targeting and analytics; audience framework experience a plus
• BS in Marketing or Computer Science, or other related degree
• Ability to query in SQL, python
• Deep understanding of data engineering principles
• Experience with digital marketing applications, including audience and segmentation, content management, and targeting
• Experience working within the 6sense platform
• Experience with Adobe Marketing solutions a must, specifically with Adobe Audience Manager, Adobe Analytics (preferred), Adobe Target (preferred), Adobe Customer Journey Analytics (ideal), and Adobe Journey Optimizer B2B (ideal)
• Experience or understanding of digital advertising including Data Management Platforms (DMPs), Customer Data Platforms (CDPs)
• Proficiency in working in data lakes, especially Databricks and SAP HANA ecosystem
• An interest in and knowledge of marketing technology and digital marketing tactics and best practices
• Willingness to grow and learn in a highly demanding, fast-paced organization
• Global marketing experience in a highly matrixed, cross-cultural, international company is a plus
• Excellent written and verbal communication, project management, and organizational skills
• Ability to present thoughts and plans in a visually compelling manner, meet or exceed deadlines, and manage multiple demanding projects simultaneously
• Ability to think strategically partnered with a “roll up your sleeves” ability to execute
• Experience with data science/data driven audience creation

Education and Qualifications

• Bachelor’s degree or equivalent experience required. Master’s degree in Data Analytics, Data Science, Management Science, Business Analytics, or a related field preferred.

Where you belong

The Account & Audience Data Strategy (AADS) team is responsible for defining, governing, and enabling the strategic use of Contact, Account, and Profile data across the organization. The team ensures that high-quality, trusted data is available to support customer insights, audience segmentation, marketing activation, and data-driven business decision-making.

AADS establishes the strategy, standards, and governance frameworks that allow these core data domains to be consistently managed and effectively leveraged across platforms and teams. The team works cross-functionally with business, product, and technology partners to enable scalable data capabilities and ensure alignment with broader marketing and enterprise data objectives.

The team is part of Marketing Data Foundation & Strategy (MDFS), which brings together three complementary areas: Account & Audience Data Strategy (AADS), Behavioral Data, and Compliance. Together, these teams ensure that marketing data is reliable, strategically governed, and responsibly used to support SAP’s marketing and customer engagement goals.

Bring out your best
SAP innovations help more than four hundred thousand customers worldwide work together more efficiently and use business insight more effectively. Originally known for leadership in enterprise resource planning (ERP) software, SAP has evolved to become a market leader in end-to-end business application software and related services for database, analytics, intelligent technologies, and experience management. As a cloud company with two hundred million users and more than one hundred thousand employees worldwide, we are purpose-driven and future-focused, with a highly collaborative team ethic and commitment to personal development. Whether connecting global industries, people, or platforms, we help ensure every challenge gets the solution it deserves. At SAP, you can bring out your best.

We win with inclusion
SAP’s culture of inclusion, focus on health and well-being, and flexible working models help ensure that everyone – regardless of background – feels included and can run at their best. At SAP, we believe we are made stronger by the unique capabilities and qualities that each person brings to our company, and we invest in our employees to inspire confidence and help everyone realize their full potential. We ultimately believe in unleashing all talent and creating a better world.

SAP is committed to the values of Equal Employment Opportunity and provides accessibility accommodations to applicants with physical and/or mental disabilities. If you are interested in applying for employment with SAP and are in need of accommodation or special assistance to navigate our website or to complete your application, please send an e-mail with your request to Recruiting Operations Team: Careers@sap.com.

For SAP employees: Only permanent roles are eligible for the SAP Employee Referral Program, according to the eligibility rules set in the SAP Referral Policy. Specific conditions may apply for roles in Vocational Training.

Qualified applicants will receive consideration for employment without regard to their age, race, religion, national origin, ethnicity, age, gender (including pregnancy, childbirth, et al), sexual orientation, gender identity or expression, protected veteran status, or disability.

Compensation Range Transparency: SAP believes the value of pay transparency contributes towards an honest and supportive culture and is a significant step toward demonstrating SAP’s commitment to pay equity. SAP provides the annualized compensation range inclusive of base salary and variable incentive target for the career level applicable to the posted role. The targeted annual combined range for this position is 84300-183700USD. The actual amount to be offered to the successful candidate will be within that range, dependent upon the key aspects of each case which may include education, skills, experience, scope of the role, location, etc. as determined through the selection process. Any SAP variable incentive includes a targeted dollar amount and any actual payout amount is dependent on company and personal performance. Please reference this link for a summary of SAP benefits and eligibility requirements: SAP North America Benefits.

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Requisition ID: 450580 | Work Area: Marketing | Expected Travel: 0 - 10% | Career Status: Professional | Employment Type: Regular Full Time | Additional Locations: #LI-Hybrid