Haparz - Marketing Data & Audience Strategy Lead

Role: Marketing Data & Audience Strategy Lead
Experience: 5+ Years
Location: Chennai, Bangalore, Hyderabad, Pune & Gurgaon
Work Model: Hybrid - 3 Days WFO
Budget / Bill Rate: Up to 24 LPA
Payroll: Haparz
Notice Period: Immediate Preferred
Role Overview:
We are looking for an experienced Marketing Data & Audience Strategy Lead to define and drive customer data, audience segmentation, and engagement strategies across Salesforce Data Cloud (Data 360), Marketing Cloud Account Engagement (MCAE/Pardot), CRM, and external platforms.
The role will focus on building a scalable Customer 360 strategy, improving audience readiness and segmentation, establishing engagement-driven targeting models, and enabling data-led marketing activation. The ideal candidate should understand both the data architecture and marketing activation sides of Salesforce.
Key Responsibilities:
- Define the overall data strategy, audience segmentation framework, Customer 360 approach, and engagement-driven targeting model.
- Assess customer data sources, data quality, consent information, identity data, and overall audience readiness.
- Design scalable audience segmentation and engagement scoring models based on customer behaviour, attributes, lifecycle stage, and engagement.
- Define the Salesforce Data Cloud / Data 360 strategy for unifying customer information and creating reliable customer profiles.
- Establish processes for segmentation, suppression, exclusion, audience qualification, and audience lifecycle management.
- Design and govern data flows across Data Cloud, MCAE/Pardot, Salesforce CRM, and external marketing platforms.
- Define strategies for re-engagement, subscriber sunset, inactive audience management, and database hygiene.
- Support audience selection for IP warm-up and deliverability initiatives, using engagement and quality criteria.
- Partner with marketing, CRM, data, Salesforce, and technology teams to translate business objectives into actionable audience strategies.
- Identify opportunities to apply AI/GenAI-driven audience selection, optimisation, propensity-based targeting, and engagement analysis.

- Establish governance around audience definitions, data usage, consent, suppression rules, and activation processes.
- Analyse campaign and audience performance and recommend improvements to targeting and engagement strategies.
- Contribute to the evolution of the organisation's Customer 360 and data-driven marketing ecosystem.
What We're Looking For:
- 5+ years of experience in marketing data, audience strategy, CRM, customer analytics, or related technology roles.
- Strong hands-on understanding of Salesforce Data Cloud / Data 360 and customer data unification concepts.
- Experience working with MCAE / Pardot and understanding of marketing automation and audience activation.
- Strong understanding of REST APIs, Salesforce integrations, connectors, and data movement between platforms.
- Practical understanding of customer identity, data quality, consent, segmentation, suppression, and audience lifecycle management.
- Experience designing engagement scoring, segmentation, targeting, and re-engagement strategies.
- Understanding of Customer 360 concepts and how unified customer data supports marketing activation.
- Experience working across Salesforce CRM, marketing platforms, Data Cloud, and external systems.
- Knowledge of Sales Cloud is an advantage.
- Exposure to AI-driven marketing, predictive audience selection, personalisation, or optimisation will be valuable.
- Strong communication and stakeholder-management skills, with the ability to work across business and technical teams.