Senior Director, Product Management (ID Activation)

We are looking for a Senior Director, Product Management – ID Activation to lead the strategy and development of identity-driven audience activation capabilities across the advertising ecosystem.

You will own the end-to-end product vision for audience onboarding, identity resolution, data syndication, and partner activation workflows. Your work will help make audience delivery more scalable, interoperable, privacy-conscious, and measurable across major media platforms.

This is an opportunity to shape products at the intersection of AdTech, identity, data, and media while leading a team and influencing partners across WPP.

• Set the product vision, strategy, and multi-year roadmap for ID Activation capabilities.
• Identify opportunities to expand activation through new identity providers, destinations, channels, and strategic integrations.
• Build business cases and prioritize investments based on customer demand, revenue potential, technical feasibility, and strategic value.
• Translate market, partner, and client needs into clear product requirements and measurable outcomes.

• Own the full activation lifecycle, from audience ingestion and onboarding through identity resolution, enrichment, qualification, governance, packaging, syndication, delivery, monitoring, and troubleshooting.
• Establish scalable operating frameworks that support consistent audience activation across products and partners.
• Improve automation, reliability, and operational efficiency across activation workflows.

• Develop solutions that support activation across programmatic, social, connected TV, and emerging media channels.
• Define product requirements for multiple identifier types, including email-based identifiers, mobile advertising IDs, RampID, UID2, hashed personally identifiable information, and platform-specific identifiers.
• Partner with technical teams to support scalable, API-driven activation across cloud-based data platforms.

• Lead product management for integrations with media platforms, identity providers, DSPs, SSPs, data exchanges, and clean-room partners.
• Define integration requirements and frameworks for platforms such as Google Customer Match, Meta Custom Audiences, Amazon Ads, The Trade Desk, Magnite, Experian, and other strategic partners.
• Manage partner roadmaps and relationships to maintain interoperability, service quality, and competitive differentiation.
• Work with Engineering to design and maintain scalable APIs and data-exchange mechanisms.

• Develop strategies that improve addressability while supporting responsible, privacy-conscious data use.
• Evaluate emerging identity frameworks, identity graphs, graph providers, and privacy-enhancing technologies.
• Define requirements for deterministic and probabilistic identity-resolution workflows.
• Partner with Privacy, Legal, and Security teams to support compliance with applicable privacy regulations and internal standards.

• Define success measures for activation products, such as adoption, time to activate, match quality, delivery reliability, partner performance, and client impact.
• Establish product-management and execution processes that support predictable delivery of roadmap commitments.
• Use performance insights, operational feedback, and customer needs to continuously improve the product experience.

• Lead and develop a team of product managers responsible for identity and audience activation capabilities.
• Serve as a primary liaison across Product, Engineering, Data Operations, Partnerships, Product Marketing, Commercial, Privacy, Legal, and Security teams.
• Act as a subject-matter expert and advocate for identity and audience activation across the organization.

You’ll work closely with Product and Engineering leaders, Data Operations, Partnerships, Product Marketing, Commercial teams, Privacy, Legal, and Security. You will also collaborate with external identity providers, media platforms, DSPs, SSPs, data exchanges, clean-room partners, agencies, advertisers, publishers, and other technology partners.

• Significant product-management experience in AdTech, martech, identity, data platforms, audience activation, or a related field; typically 8+ years or equivalent depth of experience.
• Experience leading product managers and complex cross-functional initiatives; typically 3+ years in a people-leadership or product-leadership capacity.
• Strong understanding of DSPs, SSPs, clean rooms, identity ecosystems, audience activation workflows, customer-match frameworks, and programmatic advertising infrastructure.
• Experience managing external technology partnerships and complex third-party integrations.
• Technical fluency in APIs, data-exchange platforms, identity-resolution systems, and cloud-based data platforms.
• Demonstrated ability to balance long-term strategy with hands-on execution, operational delivery, and prioritization.
• Strong communication, influencing, and stakeholder-management skills, with the ability to create alignment across technical and commercial teams.

• Experience working with identity providers or frameworks such as LiveRamp, TransUnion, Experian, Neustar, RampID, or UID2.
• Familiarity with data clean-room environments such as InfoSum, Snowflake, Habu, or similar platforms.
• Experience building audience activation products for large advertisers, agencies, publishers, or media platforms.
• Knowledge of retail media, commerce data, and advanced audience-targeting solutions.
• An MBA or advanced degree in a related field is a plus, but not required.

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