Missing the 'Audiences' menu option in the Marketing Cloud UI
  1. You will first want to make sure that your Marketing Cloud has been provisioned for 'Audience Library'
  2. The user will also need to be part of the Audiences group which you can do following the steps below:
    1. Log in to your Marketing Cloud account and go to Tools > User Management (Note: you will need to have Administrator privileges)
    2.  Click on the user requesting the access
    3. In the 'Add Groups' section below type 'Audiences'
    4. As you’re typing you will see the 'Audiences' option appear in the drop down, which you will select and save.
Audiences