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North Bethesda MD - Corporate Headquarters, United States of America
Onsite
JOB SUMMARY:
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.
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.
QUALIFICATIONS:
Education Requirements
Bachelors required
Employment Experience
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
Technical Skills
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
Additional Skills & Competencies
Ability to operate in a highly matrixed environment and influence without direct authority
Salary Range
The salary range for this position is $142,212 - $167,309. In addition to the annual salary, this role is eligible for an annual bonus based on the terms of Choice's Management Incentive Plan (MIP).
Choice prioritizes our associate wellbeing by offering a comprehensive benefits program that is both competitive and flexible to help you achieve your wellbeing goals - here are just a few:
About Choice
Choice Hotels International, Inc. (NYSE: CHH), is one of the largest lodging franchisors in the world. With 7,500 hotels in 45+ countries and territories, we offer a range of high-quality lodging options in the upper upscale, upper midscale, midscale, extended stay, and economy segments. We’re the hotel company for those who choose to bet on themselves — the striver, the dreamer, the entrepreneur — because that’s who we are, too.
At Choice, we are united by the simple belief that tomorrow will be even better than today — for associates, our company, and our franchisees. At our worldwide corporate headquarters in North Bethesda, Maryland, at our technology center in Scottsdale, Arizona, and through our associates around the globe, every voice is heard and every idea is listened to, no matter what area of the company they come from. We are united in supporting the entrepreneurial dreams of our thousands of franchise owners, which propels us forward — giving our work at Choice a purpose larger than our business.
Our corporate office locations:
North Bethesda, MD — Located at Pike & Rose, our worldwide headquarters is less than 15 miles from Washington, D.C., one block away from the North Bethesda Metro station, with easy access to I-495, complimentary parking, electronic charging stations, restaurants and retail.
Scottsdale, AZ — Located at the northwest corner of Loop 101, the Scottsdale office is home to our technology, eCommerce and customer service organizations, with easy access to complimentary parking, electronic charging stations, restaurants and retail.
Minneapolis, MN — Select roles are based in our Minneapolis office on Highway 394, near the intersection with Highway 100, only five minutes from downtown.
Field/Remote — Select roles designated as field/remote will require associates to work from a home office, connecting virtually with Choice team members and leadership on Zoom, with possible required travel depending on the role.
Choice’s Cultural Values
Welcome and Respect Everyone | Be Bold | Be Quick | Listen | Be Curious | Show Integrity
Choice’s Leadership Principles
Act with Intention | Lead with Authenticity | Grow & Deliver