Director, Product Management (Data Strategy & Identity)

Dynata LLC • Maumee, OH • 14h ago

Dynata is seeking a strategic and execution-focused Vice President of Product Management, Data Strategy & Identity to (1) define client and internal stakeholder needs of our panel and our identity graph, (2) collaborate with the Panel & Partnership team on prioritizing and executing against those needs, and (3) evolve our go to market strategy for our data. This role will play a pivotal role in ensuring Dynata's panel remains the highest quality, differentiated, and future-ready asset in the industry and that it serves as the foundation upon which we build Dynata's connected data, data enrichment, audience activation, and media measurement products.
This role is responsible for understanding market, client, and partner needs and translating those needs into clear, actionable product requirements that drive panel management and innovation. The VP will work closely with the Panel & Partnerships team, Product, Sales, and Engineering to ensure that our panel meets the needs of our customers, gathers the data we need to build other products, and stays ahead in an era of data privacy, identity resolution, synthetic data, and connected ecosystems).
RESPONSIBILITES:
Panel Strategy
Define requirements for Dynata's panel to ensure that it meets evolving, emerging and specialized client demands (e.g., B2B audiences, Gen Z, hyper-local targeting, mobile-first access, longitudinal studies, recontact capabilities, etc.).
Partner with Sales to gather voice-of-customer insights and translate them into panel product requirements and prioritization.
Work with Product teammates, Panel team, and Engineering to ensure that our panel data strategy meets the needs of other products and roadmap items (e.g., information required for our identity graph, for media and connected data products, etc.).
Synthetic Data Strategy
Understand market trends and needs regarding synthetic data and collaborate with Data Science & Research to define Dynata's approach: if, where, and how synthetic data augments or complements our panel and products, the risks and tradeoffs of various engagement strategies, and the roadmap for internal and external applications.
Understand the need for and value of training data sets in a world of AI and synthetic data and collaborate with Data Science and Technology on Dynata's position in this market.
Identity Graph & Data Connectivity
Define the strategy, roadmap, and product requirements for Dynata's identity graph, including persistent identifiers, linking methodologies, and compliance with clean room standards.
Partner with Brand Lift, Activation, and Data Enrichment Product Managers to ensure our panel data and identity graph meet their evolving needs.
Work with Partnerships to define relationships with key identity resolution partners (e.g., LiveRamp, TransUnion, Experian) to extend panel utility and ensure Dynata can power CRM match, enrichment, and audience activation use cases.
Data Go-To-Market Strategy
Collaborate with Finance, Panel & Partnerships, and Sales to develop a data-informed pricing strategy for panel data/sample based on audience scarcity, geography, demand elasticity, competition, and use case.
Partner with Finance, Panel & Partnerships, and Sales to optimize revenue while preserving data quality and supply.
Performance Analytics
Establish metrics by which we analyze our commercial success in selling our panel data: when we win, why we win, why we lose, with which clients, etc.
Translate insights into actions and requirements to improve our data offering
Cross-Functional Leadership:
Translate market and client requirements into clear, actionable market and product requirement documents that the Panel and Technology teams can then execute against.
Represent data strategy priorities in regular roadmap planning and prioritization pr

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