Sr. AI Evidence and References Marketing Lead

We help the world run better

At SAP, we enable you to bring out your best. Our company culture is focused on collaboration and a d passion to help the world run better. 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.

We help the world run better

At SAP, we enable you to bring out your best. Our company culture is focused on collaboration and a d passion to help the world run better. How? We focus every day on building the foundation for tomorrow and creating a workplace that embraces differences, values flexibility, and is aligned with 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.

Summary:

Artificial Intelligence (AI) is transforming how businesses operate, and SAP Business AI is at the forefront of this evolution. As SAP continues to scale its AI-driven solutions, demonstrating real-world customer success is critical to driving adoption, market trust, and brand credibility.

As part of Business AI mission we will scale AI innovation across SAP’s portfolio and establish SAP as the leader in AI-driven enterprise transformation. As the Customer Evidence & References Lead, you will play a critical role in building SAP’s AI brand and credibility, ensuring our customers are at the center of our storytelling, marketing, and sales efforts. You will be critical in creating super users of our innovation and showcasing the impact our technology has across industries and geographies.

We are looking for a Customer Evidence & Reference Lead to define and execute the global customer reference and advocacy strategy for SAP Business AI. This role will own the strategy, program development, and execution for capturing, curating, and activating customer success stories that showcase the real impact of SAP’s AI innovations. Working across sales, field marketing, customer success, and global marketing teams, this leader will ensure that SAP has a robust pipeline of customer advocates willing to their experiences through references, testimonials, case studies, marketing videos, and thought leadership engagements.

This role will also work across sales and customer success to identify the right candidates and make sure we have the right engagement and relationships to build a strong advocacy pipeline and execution year over year.

The Role:

As the Customer Evidence & References Lead - SAP Business AI, you will establish and run a scalable, strategic customer reference program, ensuring customer testimonials, case studies, and success stories are effectively leveraged across sales, marketing, PR, and analyst relations (AR). You will build a strong customer advocacy network that connects SAP’s AI customers with key audiences through executive briefings, peer-to-peer references, industry events, and AI thought leadership initiatives. You will also create content such as blogs, customer evidence handbooks, hero story guides and campaign assets that showcase our customer success - also feeding into key executive engagementa and scripts.

Key responsibilities include:

Develop and lead SAP Business AI’s global customer reference and evidence strategy program and execution, ensuring a structured and scalable approach to capturing and activating customer success.

Partner with sales, field marketing, customer success, and product teams to identify and engage AI customers willing to their success stories and maintain the positive relationship to continue to grow their usage of innovation and build durable stories that continue to grow over time.

Establish a structured nomination process, working closely with account teams to secure customer participation in case studies, testimonials, videos, and reference calls.

Create and manage a central repository of customer success stories and references, ensuring accessibility across marketing, sales, and executive teams.

Develop multiple reference formats, including customer-to-customer references, white papers, testimonial videos, PR engagements, speaking opportunities, field enablement materials/repository and analyst briefings.

Align customer stories with SAP’s AI messaging, ensuring strong narratives that demonstrate real-world AI transformation.

Build a tiered customer advocacy approach, identifying flagship AI customers for high-impact storytelling, blogs, keynote engagements, advertising/demand gen cmapaigns, website showcase and analyst relations.

Collaborate with PR and analyst relations teams to ensure customer references are effectively leveraged for media engagements and industry reports as well as with product management for MQ proof points based on customer success.

Establish KPIs to measure reference impact, tracking customer engagement, content performance, and sales enablement effectiveness.

Ensure compliance and approvals for all customer reference content, working closely with legal, brand, and customer teams to meet corporate policies and customer privacy requirements.

Experience & Skills:

Extensive experience leading customer reference programs in enterprise software, AI, or cloud-based technology.

Strong understanding of AI and enterprise technology, with the ability to translate technical success into compelling customer narratives.

Experience collaborating with sales, field teams, and marketing organizations to drive customer participation in reference and advocacy programs.

Ability to develop customer success content in multiple formats, including written case studies, video testimonials, and executive references.

Proven ability to build trusted customer relationships, ensuring long-term advocacy and engagement.

Strong cross-functional collaboration skills, working across marketing, sales, PR, and analyst relations to maximize reference impact.

Data-driven mindset, tracking program performance and optimizing strategies based on customer engagement metrics.

Experience managing legal and compliance requirements related to customer references and testimonials.

Excellent communication and storytelling skills, with the ability to craft engaging, executive-ready content.

Requirements:

8+ years of experience in customer advocacy, reference marketing, or customer evidence programs within enterprise software.

Bachelor’s degree in Marketing, Business, Communications, or a related field (Master’s/MBA preferred).

Experience managing a global reference and evidence program and asset creation, working with large, complex customer ecosystems.

Background in AI, cloud computing, or enterprise applications preferred.

Location:

United States or Germany

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 and more equitable world.
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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.

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 combined range for this position is 100000 - 216000(USD) USD. 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: SAP North America Benefits.