Digital Strategist (Expert) - Strategic Audience Targeting Lead

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Role Description

This individual plays a strategic role in driving SAP.com as a Business Engine by enabling a new cohesive audience-centric go-to-market (GTM) across marketing channels and tactics. Overall, the digital strategist’s long-term goal is to drive innovation in the areas of personalization, re-targeting and nurture. 

In support of the Global Demand Center, which is moving towards an audience-centric strategy, one key strategic objective within this role is to provide an effective and efficient targeting and personalized activation framework for customers and prospects that marketers can apply.  This involves creating data-driven personalized approaches for the different members of a buying center, targeting contacts and accounts based on web behavior, buying intent, industry and other criteria. 

This role will create a framework for global and local marketers with the following building blocks: 

• Develop baseline audiences in Adobe Audience Manager (AAM) that are aligned with global Solution Area Marketing and the Regions
• Collaboration with Marketing Technology and Tools and partners from IT
• Analyze the size and web engagement of these audiences on SAP.com
• Provide recommendations for personalization projects for these audiences
• Optimize performance, and continuously evangelize approaches, best practices and learnings. 

The framework will be expanded and integrated into the broader personalization and syndicated program strategies leading towards a truly audience-centric marketing approach through the strategic use of AAM. To be successful, this role needs strong analytical and creative skills, as well as a test and learn mind set. As a key driver for personalization innovations in the global SAP.com team, this role also includes coaching and consulting activities within the group when required.  The role will also look into the integration of personalization tactics in digital promotions, on sap.com, and in nurture flows via e-mail, leading to integrated customer journeys, no matter which marketing tool is applied in the background. 

This role requires the following skills:

• Broad marketing expertise across buying stages, channels and tactics
• The ability to create strategies fast
• Analytics skills from top to bottom of the funnel
• Experience with analytics tools (Adobe Analytics, Adobe Audience Manager, SAP Marketing Cloud, various dashboards for pipeline, funnel and campaign analysis in Intelligent Data and Analytics, etc.)
• Strong communication skills
• The ability to identify and collaborate with various experts throughout the company 

We build breakthroughs together

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.

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 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: 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.

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.

Requisition ID: 341173  | Work Area: Marketing  | Expected Travel: 0 - 10%  | Career Status: Professional  | Employment Type: Regular Full Time   | Additional Locations:  #LI-Hybrid