Senior Director, Product Management (ID Activation) at WPP in New York, New York, United States

Job description

• 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.

Responsibilities

• Define Product Strategy and Roadmaps
• 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 Audience Activation Lifecycle
• 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.
• Enable Multi-Channel Activation
• 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 Partner Integrations and Ecosystem Management
• 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.
• Shape Identity and Data Strategy
• 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.
• Drive Measurement and Execution
• 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 Teams
• 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.

Requirements

• 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.

Skills

Required

• Product management

Benefits

• Passionate, inspired people – We aim to create a culture in which people can do extraordinary work
• Scale and opportunity – We offer the opportunity to create, influence and complete projects at a scale that is unparalleled in the industry.
• Challenging and stimulating work – Unique work and the opportunity to join a group of creative problem solvers. Are you up for the challenge?
• The base salary range for this position at the time of this posting is indicated below. Individual compensation varies based on job-related factors, including location, business needs, level of responsibility, experience, and qualifications. We offer a competitive benefits package, go to https://mybenefits.wpp.com/public/welcome for more details.
• The base salary range for this position at the time of this posting is indicated below. Individual compensation varies based on job-related factors, including location, business needs, level of responsibility, experience, and qualifications. We offer a competitive benefits package, go to https://mybenefits.wpp.com/public/welcome for more details.
• .
• $125,000 - $295,000 USD