Audience Data Quality & Readiness Lead

ServiceNow•Santa Clara, CA

3h•Remote

About The Position

The Audience Data Quality & Readiness Lead sits within the Marketing Activation & Lifecycle Orchestration team. This person will own the standards, controls, and operating cadence that keep audiences usable, compliant, and consistently publishable across our MarTech/AdTech activation stack. Audience segments must maintain applicability across paid and unpaid channels with applicability for ABM and buying group marketing decisioning. This role ensures audiences stay reliable end to end, including CDP audiences, pixel-based audiences, and segments sourced from off-platform providers. You will partner cross-functionally to translate identity, consent, suppression, event signals, and scoring outputs into activation-ready segments used across owned, earned, and paid channels for ABM and Buying Group Marketing.

Requirements

7+ years in ABM marketing, audience activation, CDP operations, MarTech/AdTech operations, or data operations with demonstrated experience shaping audience strategy, not just executing it.
Adobe Experience Platform (AEP) and Adobe Real-Time CDP: destination publishing, segment operations, troubleshooting, governance
Paid Activation Platforms: direct experience across programmatic, search, and social, including identity, consent, and match rate management
Pixel & Event-Based Segmentation: instrumentation dependencies and signal quality requirements
Off-Platform Segment Operationalization: intent, syndicated audiences, and onboarding feeds with quality validation
Identity Resolution: ID mapping, identity graphs, match rate drivers by endpoint
Consent & Suppression Enforcement: translating policy into executable, audit-ready activation workflows
SLA Design & Incident Response: operational monitoring, root-cause remediation across pipelines
Vision & Strategic Direction: ability to define where audience infrastructure needs to go and build cross-functional alignment around that vision
Cross-Functional Orchestration: leads through influence, driving shared standards and adoption across Measurement, MarTech, AdTech, Data, and DX
Accountability & Operational Discipline: holds the bar on quality and reliability with strong documentation, process rigor, and follow-through
Strategic Communication: translates complex data quality and identity challenges into clear business impact for senior stakeholders
Governance Mindset: comfortable navigating Legal, Privacy, and compliance requirements as a strategic partner.

Nice To Haves

Experience translating audience strategy for ABM or buying group marketing programs, into actionable segments designed to support multi-stakeholder journeys
Experience governing model-based audiences (propensity, intent, lookalike) including performance monitoring
Experience with site data layers and event taxonomies, partnering with DX for signal reliability

Responsibilities

Define and champion the audience connectivity vision for buying group marketing, establishing how individual-level signals (behavioral, intent, firmographic) are assembled into account- and buying-group-level segments, and how those segments are governed, versioned, and activated consistently across the stack.
Maintain an enterprise audience library with standardized naming, metadata, ownership, refresh cadence, and change control, including buying-group aligned segment frameworks.
Build and govern model-based audiences (propensity, intent scoring, lookalike) with documented inputs, monitoring, and publishing workflows in partnership with Measurement.
Operationalize off-platform provider segments (intent, syndicated, onboarding feeds) and pixel-based audiences into governed activation segments with documented inputs and quality validation.
Own identity resolution requirements within activation workflows, ID mapping rules, stitching behaviors, and destination constraints and partner with identity teams to improve addressability and match rates.
Define and enforce activation readiness standards for audience segments across AEP/RT-CDP destinations, including eligibility rules, identity requirements, consent status, suppression, and refresh cadence.
Implement quality controls to catch broken pipelines, schema drift, destination mapping issues, and ID mismatches before they impact activation.
Own and report SLAs for audience freshness, publishing success rate, match rates by endpoint, and incident remediation timelines.
Run operational reviews, drive root-cause remediation, and reduce repeat incidents and manual fixes across CDP, pixel-based, and off-platform segment sources.
Ensure consent and suppression requirements are consistently enforced across all segment sources and activation endpoints; coordinate with Legal/Privacy to maintain audit-ready controls.
Implement AI-based monitoring to detect match-rate drops, segment anomalies, latency issues, and suppression or consent failures, with defined remediation SLAs.