Overview
Audience Acquisition Program Manager role at SAP. The position is part of the Launch and Moments Marketing Team and focuses on delivering connected marketing plans across the customer journey, targeting net new growth and audience engagement for SAP flagship events.
What You'll Do
* Define and refine target audiences in partnership with stakeholders, data teams, and solution marketing to enable precise, personalized targeting aligned with demand objectives for both hero events and key launches.
* Align channel leads (Web, Promo Email, Organic Social, Paid Media, Field Sales, Partners) with event and launch audience strategies, developing detailed execution and timing plans.
* Manage promotion timelines in collaboration with Field Marketing, ensuring alignment with business and launch priorities.
* Coordinate with Global Event Comms and Campaign Services on promotional email testing, targeting optimization, and delivery.
* Report on performance and insights, providing clear recommendations for ongoing optimization.
* Leverage analytics and work with the data team to refine audience strategies, improve conversion rates, and enhance impact pre-, during-, and post-event or launch.
* Implement standardized tracking/tagging aligned with data taxonomy to ensure consistent reporting and insight generation.
* Lead global audience acquisition and launch workstreams, promoting best practices, standards, and operational excellence.
* Maintain an Audience Acquisition playbook with repeatable, scalable processes, integrating AI and automation where possible.
* Collaborate with our CX&I team to leverage market research and customer insights to inform audience targeting for launches and flagship events.
* Integrate launch audiences into all acquisition activities, ensuring launch messaging is embedded in targeting strategies and coordinated across channels before, during, and after launch.
* Optimize audience flow post-event, guiding engagement with event replays, launch content, and nurture pathways in collaboration with content and GTM leaders.
* Develop tailored, acquisition-focused content for newsletters, digital ads, social media, and other external channels with content experts.
What You Bring
* 7+ years in product / launch marketing, with 5+ years in audience acquisition and event marketing
* Strong expertise in digital marketing, data reporting, analytics, and deriving actionable insights
* Proficient in Adobe Analytics, SMC, Marketo, and Events SAC Dashboard
* Skilled in project management, executive communication, and cross-functional collaboration
* Proven ability to manage complex stakeholder relationships and present to executive audiences
* Data-driven, adaptable, and solutions-oriented with strong problem-solving skills
* Familiar with multi-channel digital strategies within demand generation plans
* Passionate about industry trends and continuous learning
Location: The position is open to locations in EMEA & US timezone.
About SAP
SAP innovations help more than four hundred thousand customers worldwide work together more efficiently and use business insight more effectively. SAP is a cloud company with a focus on end-to-end business application software, data, analytics, intelligent technologies, and experience management. We are a purpose-driven, future-focused company with a highly collaborative team ethic and commitment to personal development.
Equal Employment Opportunity
SAP is proud to be an equal opportunity workplace and an affirmative action employer. We are committed to the values of Equal Employment Opportunity and provide accessibility accommodations to applicants with disabilities. If you need accommodation or assistance, please email Recruiting Operations Team: Careers@sap.com
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