Director, Market Research and Audience Insights

What we offer

Our company culture is focused on helping our employees enable innovation by building breakthroughs together. How? We focus every day on building the foundation for tomorrow and creating a workplace that embraces differences, values flexibility, and is aligned to our purpose-driven and future-focused work. We offer a highly collaborative, caring team environment with a strong focus on learning and development, recognition for your individual contributions, and a variety of benefit options for you to choose from. Apply now!



Job Description:

SAP is looking for a Director, Market Research and Audience Insights to join the SAP Concur Global Product and Solutions Marketing (GPSM) team and help the team make smarter decisions around what we deliver, and how we bring those products and solutions to market.


In this role you will develop and lead our research strategy to help drive the organization’s understanding and relevance with our customers. This means evaluating and organizing the current qualitative and quantitative data at our disposal and layering on a systematic approach to collecting market, competitive and customers insights to shape our go-to-market strategies.


Reporting to the team’s Center of Excellence Director, this person will drive research projects from concept to execution, while also acting as a strategic counsel to the business on research best practices.


As the ideal candidate, you are data-driven, team-oriented, comfortable communicating across many audiences, and able to manage multiple projects simultaneously within a fast-paced environment. You’d describe yourself as a team player who leads discussions and can equally be a great listener; as well as someone who enjoys sharing their knowledge with others.



· Advocate for a data-driven mindset among cross-functional teams

· Champion the customer perspective and customer empathy by developing a deep understanding of the behavior of our target audiences to allow for the best representation of the customer mindset in key strategic discussions about what and how we bring our products and solutions to market

· Partner with stakeholders across the business to evaluate data and insights that currently exists, synthesis that information and develop conclusions that can be applied to our GTM initiatives, while also proactively identify gaps in our collective knowledge

· Gather business requirements from stakeholders to define scope, design and build projects to gather insights that will drive our go-to-market strategies

· Directly lead all aspects of research projects: from recommending methodologies, identifying and collaborating with vendors, managing design and scope of research, etc.

· Evangelize the insights we gather by developing business-relevant conclusions from studies and effectively communicate them to cross-functional audiences

· Build a consistent method of analysis that details the effectiveness and impact of our research

· Regularly share research best practices with the business and act as a strategic research advisor across the business

· Develop annual plan and manage program budget



· Bachelor's degree or equivalent practical experience

· 8+ years of direct experience in customer or market research, or research design and methodologies

· Expertise in how cloud solutions are researched, evaluated, and purchased

· Experience managing research agencies to conduct quantitative and qualitative research

· Excellent written and visual communication skills and a demonstrated ability to present to cross-functional audiences

· MBA or certification/training in Market Research is preferred

· Interest in Travel and Expense ecosystem

· Experience with various research tools


Job Specific Knowledge & Skills

· Ample experience conducting and designing research projects from end-to-end, including questionnaire development, programming, sample management, data weighting, analysis, report writing, etc.

· Experience with quantitative and qualitative research methodologies, processes and tools to deliver customer and market research and insights quickly and effectively

· High comfort level with agile approaches to research (ex: test & learns) and interest in experimenting with new tools/processes.

· Proven track record of delivering actionable business recommendations, influencing decisions, and impacting results.

· Ability to identify, articulate and uncover interconnectedness of deep customer insights, data-driven insights and market trends

· Skilled at presenting insights and analytical findings to various audiences and distilling complex research concepts/techniques into simple and relevant meaning for internal stakeholders

· Strong project management and time management skills; ability to juggle multiple projects at once and prioritize work appropriately

· Experience in a fast-paced environment and managing through ambiguity.



We are SAP

SAP innovations help more than 400,000 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 200 million users and more than 100,000 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, we build breakthroughs, together.


Our inclusion promise

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 and more equitable world.


SAP is proud to be an equal opportunity workplace and is an affirmative action employer. We are committed to the values of Equal Employment Opportunity and provide 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: Americas: or, APJ:, EMEA:


EOE AA M/F/Vet/Disability:

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.

Successful candidates might be required to undergo a background verification with an external vendor.

 Requisition ID:310971 | Work Area: Marketing | Expected Travel: 0 - 10% | Career Status: Professional | Employment Type: Regular Full Time  | Additional Locations: 

Requisition ID:  310971
Posted Date:  May 13, 2022
Work Area:  Marketing
Career Status:  Professional
Employment Type:  Regular Full Time
Expected Travel:  0 - 10%

Bellevue, WA, US, 98004

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Nearest Secondary Market: Bellevue

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