Customer Data Platform Product Manager
About The Position
The Customer Data Platform (CDP) Product Manager is responsible for value realization of one of Choice’s key Martech platform investments through identifying customer problems and business needs and identifying solutions leveraging CDP capabilities that drive personalization and activation across Choice’s marketing and digital channels. This role owns the product vision, roadmap prioritization, platform strategy, and tradeoff decisions related to CDP use cases and capabilities and serves as the central feasibility gate, delivery owner, and integration point between marketing, loyalty, analytics, and technology teams to ensure CDP investments deliver measurable business value. In addition, this role continuously seeks to uplevel Choice’s existing campaigns and customer journeys through CDP adoption, ideation, creating a use case backlog, and roadmapping future capabilities. The CDP Product Manager workshops use cases and future capabilities with business leaders throughout Choice to ensure alignment in advance of execution. This role will also ideate on how the CDP can enhance franchisee and company processes. This role reports directly to the Sr. Director of Loyalty Operations and will include an audience manager as a direct report. Note: This role is not eligible for visa sponsorship now or in the future.
Requirements
- Bachelors required
- 5-10+ years of experience in product management, Martech platforms, customer data platforms, marketing segmentation, personalization
- Ability to assess customer problems and define and implement an end-to-end solution using Martech capabilities
- Hands-on experience with Customer Data Platforms and experience leveraging customer data dictionaries and profiles to augment campaigns, digital channel personalization, and customer journeys
- Strong understanding of data modeling and ingestion, identity graph design and resolution, segmentation, and activation within and across marketing channels
- Ability to operate in a highly matrixed environment and influence without direct authority
Responsibilities
- Own and refine intake and governance process to capture and identify incoming Martech and Loyalty requests and opportunities suitable for Customer Data Platform (CDP) current or planned capabilities
- Partner with marketing channels and commercial leaders on CDP roadmap, decision framework, and use case backlog to drive adoption and faster time-to-market for initiatives
- Work with technical and enterprise counterparts on continuous development of CDP capabilities and manage enterprise project work related to the platform
- Identify early data, identity, privacy, or orchestration dependencies and provide input on complexity, risk, and reuse of CDP work to inform enterprise prioritization
- Act as a core scoping partner to reduce rework and reuse of capabilities, validate technical feasibility of proposed audiences, triggers, and journeys and confirm data availability, readiness, and quality across source systems
- Define CDP build approach (segment based, real-time‑ trigger, batch, journey orchestration) in conjunction with audience manager as well as test and learn approach
- Own delivery of CDP specific‑ work (segmentation, triggers, journeys, data enablement) by coordinating delivery with marketing channels and the loyalty tool product manager
- Coordinate closely with Loyalty Promo Program Management and other martech product partners to ensure work doesn’t fall between teams and initiatives are coordinated across teams
- Owns measurement strategy and value realization for CDP-driven initiatives including testing approach and success metrics, providing progress updates and outcomes in Martech Product QBRs and leadership readouts.
Benefits
- Competitive compensation and benefits, including medical, dental, and vision coverage
- Leave and paid time-off for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observance
- Financial benefits for retirement and health savings
- Employee recognition programs
- Discounts at Choice hotels worldwide
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What This Job Offers
Job Type
Full-time
Career Level
Mid Level
