Head of SAP Data and AI Product Marketing

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Head of SAP Data and AI Product Marketing

Within SAP, the Data and AI Product Marketing team defines how we bring SAP Business Data Cloud and SAP AI Services to market as a critical foundation of the Autonomous Enterprise . We sit at the intersection of product innovation, customer value, commercial growth, and market influence, shaping how customers leverage trusted business data and AI agents to transform their enterprises.

We are seeking a visionary and transformational Senior Vice President for SAP Data and AI Product Marketing to define and execute the global AI‑native marketing strategy for SAP Business Data Cloud and SAP AI services. This leader will shape the portfolio narrative through customer insight, competitive intelligence, market trends, and a deep understanding of the evolving enterprise AI landscape. As AI agents transform every workflow, trusted, unified, and governed data becomes the defining competitive advantage; this role ensures SAP’s differentiated Data and AI portfolio is positioned as the foundation for AI‑ready business data and AI‑driven processes .

Working across Product & Engineering, Global Marketing, Customer Success, Sales, Partner Ecosystem, and Corporate Communications, this leader aligns market opportunity, product strategy, commercial priorities, and go‑to‑market execution to accelerate customer adoption and business growth. They inspire, lead, and continue to build a team of high‑performing professionals responsible for delivering audience‑centric, data‑driven growth strategies and execution, at scale.

Success in this role requires the ability to lead through influence in a highly matrixed environment, align diverse stakeholders around strategic priorities, and position SAP as the market leader in enterprise data, AI platforms, and AI leading enterprise solutions .

Key responsibilities

Assess and define market opportunity

• Shape how SAP wins in the enterprise Data and AI market by identifying growth opportunities, customer needs, competitive dynamics, technology trends, and emerging AI use cases with key personas (C‑suite, IT, data leaders, developers, and line‑of‑business executives).
• Partner closely with Product & Engineering leadership, Sales, and Customer Success to align product and AI innovation with market demand and commercial priorities, including AI agents embedded in SAP applications and business workflows.
• Define market opportunity, total addressable market (TAM), audience segmentation, and strategic growth priorities across industries, geographies, and buying centers.
• Continuously assess customer adoption, competitive positioning, and ecosystem trends (hyperscalers, ISVs, AI partners) to inform strategic investments and category‑creation opportunities.

Drive positioning, messaging, portfolio narrative, and portfolio launches

• Own the global value proposition, positioning, messaging, and narrative for the SAP Data and AI portfolio, including SAP Business Data Cloud and SAP AI Services.
• Develop differentiated messaging that demonstrates how SAP uniquely combines trusted business data, enterprise applications, and AI agents to deliver measurable business outcomes.
• Ensure messaging supports the full customer lifecycle, from awareness and pipeline generation through adoption, expansion, and customer success – including end‑to‑end execution partnership to land the value proposition with executives, practitioners, and developers.
• Lead product launches, AI innovations, strategic announcements, and market milestones in partnership with Global Marketing and Communications, including AI‑driven features, agent frameworks, and data‑platform enhancements.
• Ensure consistent articulation of customer value across marketing, sales, analysts, partners, developers, and executive communications. Serve as primary spokesperson for flagship events, analyst and customer engagements, and industry commitments.
• Partner with Global Marketing to evolve messaging architecture, category definition for business data cloud and autonomous enterprise , flagship campaigns, and strategic AI market moments.

Build market awareness, demand, and customer engagement

• Partner with Global Marketing to activate integrated campaigns and customer engagement programs aligned with business objectives and go‑to‑market priorities.
• Architect a global demand generation strategy that integrates field marketing, digital, ABM, partner marketing, and ecosystem programs to drive qualified pipeline for Data and AI offerings.
• Partner with Sales Strategy, Sales Operations, and regional leadership to design quarterly GTM motions, pipeline initiatives, and AI‑driven sales plays , leveraging AI insights for account prioritization and opportunity expansion.
• Serve as a senior spokesperson for SAP Data and AI across analyst relations, media engagement, customer events, executive briefings, and industry forums.
• Strengthen developer, technical practitioner, and business decision‑maker engagement through audience‑specific marketing strategies, community programs, and enablement for AI builders on SAP platforms.
• Establish rigorous performance measurement across funnel stages (awareness, engagement, pipeline, ACV, retention) and continuously optimize programs using advanced analytics and AI‑powered experimentation .

Influence portfolio and commercial strategy

• Influence portfolio direction through customer insight, market intelligence, adoption trends, competitive analysis, and commercial performance.
• Partner with Product & Engineering leadership to align roadmap priorities with customer needs and market opportunities, including data platform capabilities, AI services, agents, and integrations with SAP applications and partner ecosystems.
• Shape packaging, commercialization, pricing, ecosystem partnerships, and cross‑portfolio growth strategies to accelerate adoption and expansion of Data and AI offerings.
• Ensure product marketing insights and AI market signals directly influence investment decisions and long‑term portfolio strategy.

Shape market leadership and analyst engagement

• Own analyst relations strategy with the AR global team (Gartner, Forrester, IDC and others), aligning roadmap and narrative to leadership in key waves and quadrants across data platforms, AI services, and enterprise applications.
• Anticipate and respond to industry trends across AI, data governance, privacy, AI safety and ethics, data modernization, and cloud transformation to maintain thought leadership.
• Guide creation of thought leadership content (reports, blogs, webinars, executive roundtables) that reinforces SAP’s Data and AI portfolio as the trusted data foundation for AI‑ready, autonomous enterprises .

Build and lead a high‑performing product marketing organization

• Lead and develop a global, high‑performing team of product marketers responsible for bringing to market SAP’s Data and AI portfolio.
• Champion a data‑driven, AI‑augmented marketing culture , leveraging AI, experimentation, and analytics to drive continuous performance improvement in messaging, campaigns, content, and GTM motions.
• Foster a customer‑first, audience‑centric culture grounded in market insight, innovation, and measurable business impact.
• Build strong partnerships across Product, Engineering, Global Marketing, Sales, Customer Success, Developer Relations, and Partner Ecosystem organizations.
• Serve as a trusted advisor to executive leadership, influencing strategic priorities, organizational investments, and business decisions related to data and AI.
• Develop future marketing leaders while building organizational capabilities that support SAP’s long‑term AI growth ambitions and transformation agenda.

Qualifications

• 15+ years of progressive B2B enterprise marketing leadership experience, including significant time in data platforms, analytics, integration, enterprise applications, and AI platform categories.
• Proven executive leadership and success leading global marketing organizations and building integrated demand engines that deliver measurable pipeline, ACV, and revenue growth at scale.
• Deep understanding of AI‑first and modern data architectures , AI readiness requirements, and enterprise data governance. Demonstrated ability to craft and evangelize complex technical narratives in accessible, business‑outcome language for C‑suite and board audiences.
• Demonstrated success defining and executing global marketing strategies for complex technology portfolios undergoing rapid innovation (cloud, data platforms, and now gen AI).
• Strong executive presence, with a track record of influencing cross‑functional leadership and operating in highly matrixed, global organizations; driving alignment across Product, Engineering, Sales, Customer Success, and Marketing. Exceptional communication, storytelling, and stakeholder management skills.
• Deep expertise in positioning, messaging, portfolio strategy, integrated go‑to‑market execution, and audience‑centric marketing; aligning product and marketing strategy with GTM.
• Strong understanding of enterprise AI, cloud platforms, data management, analytics, developer ecosystems, AI agents, and enterprise buying centers . Passion for enabling enterprises to build trusted, AI‑ready data foundations and use data to fuel customer‑centric growth.
• Experience engaging with analysts, media, customers, partners, developers, and C‑level executives.
• Proven ability to build, inspire, and develop high‑performing global teams through transformation and rapid market evolution.

Preferred experience

• Experience marketing enterprise AI platforms, cloud data platforms, analytics solutions, or business technology platforms at significant scale.

• Strong understanding of generative AI, RAG‑based architectures, AI agents, multimodal AI, data management, machine learning, and enterprise application ecosystems , with the ability to translate these into differentiated value propositions and GTM plays.
• Experience developing both technical and business buyer marketing strategies, including developers, IT leaders, data professionals, and business executives.
• Familiarity with partner‑led, ecosystem‑driven, and cloud marketplace and co‑innovation growth strategies.
• Experience leading product marketing for rapidly evolving technology categories with significant innovation velocity.
• Track record of public speaking at major industry conferences and strong relationships with key customers and partners in the data and AI space.

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: View email address on us.fitly.work.

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, gender (including pregnancy, childbirth, et al), sexual orientation, gender identity or expression, protected veteran status, or disability, in compliance with applicable federal, state, and local legal requirements.

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 360700-613200USD . 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:

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AI Usage in the Recruitment Process

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Requisition ID: 459137 | Work Area: Marketing | Expected Travel: 0 - 40% | Career Status: Executive | Employment Type: Regular Full Time | Additional Locations: Virtual - USA #LI-Hybrid

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