#!/bin/bash
s='data {
x = "name",
y = "job"
z = "role"
}'
sed -r 's|(data)[[:space:]]*(\{)|\1 = \2|g' <<< "$s"
IyEvYmluL2Jhc2gKcz0nZGF0YSB7CiAgICB4ID0gIm5hbWUiLAogICAgeSA9ICJqb2IiCiAgICB6ID0gInJvbGUiCiAgfScKc2VkIC1yICdzfChkYXRhKVtbOnNwYWNlOl1dKihceyl8XDEgPSBcMnxnJyA8PDwgIiRzIgo=