VP Audience Data Management

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The MarTech, Analytics, and Qualification Services team within SAP Corporate Marketing is seeking a leader of audience data management to collaborate across Marketing, Sales, GTM Operations, and IT to drive continuous optimization of marketing data quality. This role will be responsible for defining a framework and processes that deliver high-quality audience data that supports personalized omnichannel customer journeys.

 

Responsibilities

 

• Work across business and process stakeholders to drive the creation of an overall Audience Data Management Strategy for Marketing, including common terminology and shared ideal profile definitions.
• Lead team responsible for managing data compliance, supporting audience segmentation and targeting, and driving audience data quality.
• Define, develop, communicate, and govern data standards and policies for optimal audience data management processes to drive accuracy, completeness, and relevance in contact and account data.
• Oversee marketing data quality processes to ensure the accuracy of audience data and integrity of data flows for continuity of business processes, insights, and decisions.
• Define data security and privacy processes for marketing and work across teams to ensure data policies are implemented and data flows and consumption are compliant.
• Drive the creation and adoption of Target Account Lists across Marketing and Sales to support complementary customer touchpoints across digital and offline channels. Evolve segmentation and traffic management practices as new data sources and technologies are integrated into the martech stack.
• Conduct ongoing audits of data inputs, data transformation and preparation, and data consumption across all data entry points and data assets. Support company reporting on data privacy compliance.
• Evaluate and identify data quality and integrity issues and coordinate and implement corrections across company systems and channels.
• Collaborate with the Marketing Automation Process & Strategy (MAPS) team on the development of business requirements for SAP’s Customer Data Platform (CDP).
• Follow and map relevant up-to-date industry standards, regulations, and best practices to the data governance framework.
• Coordinate and maintain ongoing/regular relationships, communication, and processes with subject matter experts and leads across lines of business as well as IT, analytics, and legal and compliance teams to create, design, apply, and manage data quality policies.
• Establish and lead audience data literacy and training across the Marketing & Solutions organization.

Qualifications

 

Specialized Knowledge & Skills:

• 15+ years business experience in B2B software industry, enterprise organizations
• 5+ years of experience leading marketing operations or digital marketing teams
• Strong business acumen and understanding of marketing and sales processes
• Deep understanding of the marketing technology and data landscape
• Relentlessly resourceful and able to drive projects autonomously
• High EQ and capable of building strong relationships across teams and functional areas
• Strong communication skills with the ability to clearly explain complex issues to a range of audiences
• Experience managing cross-functional projects involving technology and data, with a focus on business outcomes
• Exceptional problem-solving, business judgement, and analytical skills
• Master’s degree or equivalent experience

 

Critical Performance Competencies:

• Strong relationship and consensus-building skills in developing relationships across Marketing, Sales and IT
• High level of business executive functioning, business acumen, and decision-making expertise
• Ability to build and lead a high-performing team
• Strong bias for action, not waiting for the perfect solution before getting started
• Exceptional analytic and technical skills
• Excellent writing, presentation, and communication skills
• Flexible and adept at navigating ambiguity and managing multiple projects, deadlines and competing priorities
• Natural curiosity and excitement to stay abreast of